pobierz - Wydział Nauk Ekonomicznych SGGW w Warszawie

D-Location: shopsand goods in theshopP-product (range)The width and depthRetail M-mixP-communication:Advertising, salespromotion, personalsales, marketingpropagandaC-marginRetail PriceMargin tradingFigure 4. Elements of marketing mix in the retail trade.Source: Own analysis based on J. Otto, A. Olczak: Marketing in trade and services. Technical University ofŁódź. Łódź 2007. p. 43In broader terms, merchandising mix usually includes four groups ofinstruments:• commercial offer - the width and depth of our product range;• margin - its height;• communication with buyers - the image of the shop, interior shop, salespromotions, personal selling, advertising;• technology - network location, logistics, technical equipment shop, handling,etc.Referring to the concept of marketing mix 4P, individual elements of marketingmix in the retail sector take on a different formula. The product is a commodity in trade,which trade a small degree may be modified - can be repackaged, sold in smallerquantities, or in another set of assortment.The price depends on the specific policies of trade margins. Retail price isincreased by the amount of margin trading, which takes into account the purchase price,other factors such as seasonality, demand elasticity and / or preserve competition.Distribution in commerce includes two components: the location of commercialand spatial visualization of the goods in the shop, which affects the convenience ofbuying by customers.However, promotion of retail trade is the process of communicating with themarket. Through a variety of promotion instruments can affect consumer behavior. The21