Sales and Retail Marketing

Lecture 1-introduction to course and contentMs. Maria Qadri

maria@nbs.edu.pk

Class Plan

• Introduction • Overview• Class Norms • Course Project

Introduction –Course participantsFacilitator- “I have no formal anything. I’m

completely unqualified for any job I’ve ever had.”- Rachael Ray

ContributorsWhat brings you here?Where is all this leading you?

Marketing is a scientific art..

Theories and conceptsApplications, Strategies, and selected casesProjects and presentations

Introduction – Course AudienceThe course is designed specifically for management

employees in entry level positions who seek advancement of their careers.

Students planning their own ventures can also benefit from the course

students looking for a career in retailing and sales force are also an audience for the course

Concept- Retailing and Sales

Retail- Defined

• “Retail refers to the last link in a value chain where the customer is provided with an access to product in small units for personal or household consumption”

• Retailing is a service • Retail and Sales are both interlinked

Retail Management

because…

History and growth of Retail and sales

• Barters and Markets • Towns and Cities • Malls and shopping

as a leisure activity • Retail therapy• Direct marketing and

Sales • E-Selling

The Service Sector and Marketing

• Evolution of selling • The servicescape • Growing global sector

New face of retail management

Sophisticated customerExtensive database

managementGrowing competitionHyperstar to specialized

boutiques Retail brandsOnline retailing VAT collection point

Where Does Sales fit in?

Direct customer contact Needs Strategies and careful implementation

of these strategies for high impact

Before we take the flight… Backdrop• Concept of need,

want and demands• The Marketing Mix • Customer

involvement and buying behaviors

• POS Marketing • The Maker and the

Seller – possible conflicts?

Course project

Till we meet again InshaAllah!!