Marketing: Creating Value for Customers.


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Chapter 16 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Explain how retailers can contribute to the process of creating value.

  2. Distinguish store retailing and nonstore retailing.

  3. Define basic categories of retailers.

  4. Summarize marketing strategies used by retailers.

  5. Describe how the mix of retailers is changing.

  6. Identify ways in which technological developments have influenced retailing.

  7. Assess the effect of globalization on retailing.

  8. Discuss legal and ethical issues in retailing.





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