Dr. Gopal Thapa: Retail Marketing Mix for BBA

1. Retail Marketing Mix
Dr. Gopal Thapa
Tribhuvan University

2. Marketing Mix
 The set of controllable tactical marketing tools that
the firm blends to produce the response it wants in
the target market
Kotler
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3. Four Ps
 Product
 Price
 Place
 Promotion
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4. Marketing Mix for Services
 Product
 Price
 Place
 Promotion
Booms and Bitner (1981)
 People
 Process
 Physical evidence
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5. The Retail Product
 A product is anything that can be offered to a
market that may satisfy a need or want
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6. A Breakdown of Retailing as a
Product
 Service
 Quality
 Merchandise
 Brand name
 Features and benefits
 Atmospherics
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7. Service
(Five Dimension to Measure Service Quality)
 Tangibles: Uniforms, toilets, mirrors, fitting rooms
 Reliability: Ability to perform the service
dependability and accurately
 Responsiveness: By reacting in a timely manner
with the right level of knowledge and courtesy
 Empathy: Providing a caring, individualized
service for customers
 Assurance: to provide credibility that the service
standard will be upheld
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8. Atmospherics
 The use of space, color, walls, floor coverings,
lighting, music, scent and so on can be controlled
by the retailer.
 The combinations of those planned physical
messages is known as atmospherics
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9. Atmospherics
 The changes made to the design of buying
environments that produce special emotional
effects that subsequently enhance the likelihood
that purchase will take place .
 David Gilbert
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10. The main Sensory Mediums
 Visual: color, brightness or variation of light, size
shape, texture
 Aural: volume, beat, pitch, harmony- recognized/
favored music
 Olfactory: Scent, freshness
 Tactile: Softness, smoothness, shape- surface and
display area by feel or touch
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