that guides a retailer
One year in duration
Outlines mission, goals, consumer
market, overall and specific activities,
and control mechanisms
to a type of business
and to a
distinctive role in the marketplace.
retail firm owned by one person
firm owned by two or more persons,
each with a financial interest
formally incorporated under state law; it
is a legal entity apart from its officers
targets that a retailer hopes to attain.
Can involve sales, profit, satisfaction of
publics, and image
a way that projects an image relative to its
retail category and its competitors, and
elicits consumer responses to that image.
Ex: American Airlines — “Something
Special in the Air”
M&M’s – “Melts in your mouth, not in
specific customer segments and deploy
unique strategies to address the desires of
those segments rather than the mass market.
Ex: Victoria’s Secret
seeks to attract and satisfy.
Ex: Hours of Operation
and short-term operation
Ex: Storefront display windows