Note on Communicating Incentives to Buy at Retail Harvard Case Solution & Analysis

Customers need and want information that will help in making decisions about where to shop and what to buy. Retail marketers need and want to create incentives for customers to patronize and buy from them, they are created and nurtured by images, ideas, thoughts and feelings that customers have of themselves and of the relevant competing retailers and their supply. The purpose of this paper is to discuss some of the key elements of information exchange between the retailer and the customer. It includes many of the activities associated with retail undertake to provide incentives to patronize and buy, for example, information about the store location, hours, ease of parking, products produced, prices and so on, and how customers react to the information. "Hide
by Michael R. Pearce 39 pages. Publication Date: October 28, 2005. Prod. # 905A10-PDF-ENG

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