About This Chapter
Marketing & Communication in Retail - Chapter Summary
Enjoy this comprehensive overview of marketing and communication in retail, developed by top instructors. Explore entertaining lessons to gain greater insight into the marketing mix, brand equity and awareness, customer communication strategies in retail and more. Our multiple-choice quizzes make it easy to check your understanding of each lesson you study. For a broader review of the lessons, be sure to take our practice exam. Around-the-clock access lets you study any time your schedule permits. Upon completion of this chapter, you will be able to:
- Define marketing and discuss how it is applied in business
- Explain the purpose of marketing research
- Share advantages and disadvantages of Internet and global marketing
- Describe the development of a brand and how it leads to increased brand equity
- Discuss the importance of an integrated marketing communications plan
- Outline steps involved in creating a customer communication plan in retail
1. Introduction to Marketing: Definition and Applications
In this introductory video lesson on marketing, you'll learn what marketing is, how it's used to reach consumers and why it's important to businesses. You'll also see how exchange is related to marketing.
2. Marketing Research: Definition, Purpose and Role in Marketing Strategy
If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!
3. The Marketing Mix: Product, Place, Price & Promotion
A marketing plan is the central part of the overall marketing strategy. A marketing plan's main focus is the marketing mix, which consists of product, place, promotion and price decisions. All four elements are very flexible and have many options. The main purpose of the marketing mix is to effectively communicate with the target market.
4. Internet and Global Marketing: Ecommerce on an International Scale
E-commerce is a low risk business strategy for companies to use for developing an international customer base. The combination of global marketing with an Internet distribution method allows many companies to try their hand at reaching growing target markets overseas.
5. Brand Awareness: Definition, Strategy, Metrics & Measurement
This lesson discusses brand awareness. Strategies to increase brand awareness are provided and examples of how brand awareness can be measured are also provided.
6. What Is Brand Equity? - Definition, Components & Measurement
In this lesson, we'll be looking at brand equity, a critical component to building a business. After the lesson, you can test your knowledge with a short quiz.
7. Branding and Brand Equity in Business Marketing
Brand and brand equity go hand-in-hand in the marketing arena. Here, we will discuss how a brand develops and how that leads to increased brand equity.
8. Integrated Marketing Communication and the Marketing Plan
In order to compete in today's difficult market, a marketing manager must create not just a promotional mix, but an integrated marketing communications plan. This is a coordinating plan of promotional messages for a product to ensure consistency. The product's promotional message should be consistent and create an overall integrated theme.
9. Customer Communication Strategies in Retail: Message Delivery & Communication Components
There are multiple ways for retailers to communicate with their customers, but which is the most effective? In this lesson, we examine communication strategies for retailers and consider different types of message delivery.
10. Creating a Customer Communication Plan in Retail: Steps & Objectives
You can't effectively promote your retail operations without a communication program in place. This lesson will teach you the important steps necessary to building a program that meets your objectives and stays within budget.
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