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Retail marketing
Retail marketing

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1.1 Creating a definition of retailing

Take a look at the images below. These are examples of three very different types of retailers. Hopefully these images will help you to think about your own shopping encounters and then write a brief statement explaining what a retailer does for its customers:

Figure 2 Zara – a multinational chain of fashion stores, Wood Shop – a small independent shop selling locally made merchandise, Galeries Lafayette – a chain of French department stores.

Activity 1: Defining retailing

Timing: Allow 15 minutes for this activity

Purpose: to get you to start thinking about retail.

Task: What do retailers do?


Retailers sell goods and services to individuals who buy them for their own personal use. Such retailers can range from your local convenience store to major supermarkets (like Tesco, Asda or Sainsbury’s) where you might do your weekly shop. Retailers select ranges of products in order to meet their customers’ needs.