Thesis Paper: Modern Day Retail Marketing

Sample Thesis Paper

Introduction
Retail Marketing has become one of the most commonly found forms of marketing in the modern day marketing scenario. It allows the retailers to establish a strong relationship with the consumers and it allows the consumers to acquire the knowledge that they require about the goods and services that they desire.
Retail marketing is one of the oldest forms of marketing when one considers the fact that it is the selling of a product or a service, directly to the consumer. Retailers have engaged in activities to attract consumers for as long as there has been the concept of buying and selling. However, as time has gone by, this concept of marketing which eliminates the need for a middle man has become all the more competitive and retailers have developed retail marketing strategies that are highly aggressive and designed to cut through the competition imposed by their competition (McDonald and Tideman 1996). Common instruments of retail marketing that retailers employ include selling the product at a competitive price, ensuring that the consumer does not have to go through any difficulty in acquiring the product, ensuring that the consumer finds exactly what he/she is searching for and making certain that the product and/or service makes the consumer feel welcome (Sullivan and Adcock 2002). It is perhaps because of the same reason that retail marketing techniques are practiced by retailers at all levels. It is not uncommon for retailers to become rigorously engaged in retail marketing without even realizing that they have become active parts of the competition.

IntroductionRetail Marketing has become one of the most commonly found forms of marketing in the modern day marketing scenario. It allows the retailers to establish a strong relationship with the consumers and it allows the consumers to acquire the knowledge that they require about the goods and services that they desire. Retail marketing is one of the oldest forms of marketing when one considers the fact that it is the selling of a product or a service, directly to the consumer. Retailers have engaged in activities to attract consumers for as long as there has been the concept of buying and selling. However, as time has gone by, this concept of marketing which eliminates the need for a middle man has become all the more competitive and retailers have developed retail marketing strategies that are highly aggressive and designed to cut through the competition imposed by their competition (McDonald and Tideman 1996). Common instruments of retail marketing that retailers employ include selling the product at a competitive price, ensuring that the consumer does not have to go through any difficulty in acquiring the product, ensuring that the consumer finds exactly what he/she is searching for and making certain that the product and/or service makes the consumer feel welcome (Sullivan and Adcock 2002). It is perhaps because of the same reason that retail marketing techniques are practiced by retailers at all levels. It is not uncommon for retailers to become rigorously engaged in retail marketing without even realizing that they have become active parts of the competition.

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