Winning the retail customer
Ms Val Clulow
6 points
* Offered by Distance education only
* First semester
Objectives On completion of this subject students should be able to relate the marketing concept to the development of a customer service strategy; apply consumer behaviour theory to the development of marketing strategies; discuss the process of consumer decision making and its impact on marketing strategy; explain the relationships between both individual and environment factors on consumer behaviour; evaluate customer service strategies in relation to the retail marketing mix.
Synopsis Consumer behaviour - consumer buying model; store and product selection criteria; customer segmentation; core customer concept. Customer service - service definition and expectations; development and delivery; customer service strategies. Retail selling - principles and practice; customer relations. Managing the sales floor - staff scheduling; training; productivity; consumerism.
Assessment Written (3000 words): 30%
* Written (2000 words): 30%
* Examination (2 hours): 40%
Prescribed texts
Assael H Consumer behaviour and marketing action 5th edn, PWS Kent, 1995
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