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2005, vol. 36, iss. 1, pp. 27-35
Product mix retail strategies
PDS EF, Beograd
The sales of appropriate merchandise is essential for performance of every retail enterprise. The way that products are displayed within retail sales object will be in so much important as the merchandise is considered a pad of the perceived image of that outlet. Thus, assorted products speak to their consumers as far as to what they [the consumers] can expect, and they signal off a number of marketing messages as well. Merchandising is the key element in attracting the consumers and in encouraging of repeated purchases. The question then could be: products or services?, yet the retailer's future will depend on his ability to develop the best sale offers. The selection of appropriate merchandise, and that would be the one [merchandise] that is in accordance with outlet's image, requires careful planning which, again, needs to be related with the direction the seller is following. Managing of the product assortments' dimensions emerges from the retailer's strategic planning, therefore, the decisions made on the inclusion of novel products as well as about deleting of the old stock are deemed (to be) strategic.
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Kahn, B.E. (1999) Introduction to the special issue: Assortment planning. Journal of Retailing, Vol 75
Levy, M., Weitz, B.A. (2001) Retailing management. New York, itd: McGraw-Hill
Newman, A.J., Cullen, P. (2002) Retailing: Environment and operations. London: Thomson Learning
Ries, A., Trout, J. (1996) Dvadeset dva imperativa marketinga. Subotica: ŽAC-promet
Sullivan, M., Dennis, A. (2002) Retail marketing. Cincinnati, OH: South-Western Publishing
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article language: Serbian
document type: Preliminary Report
published in SCIndeks: 02/06/2007