pobierz - Wydział Nauk Ekonomicznych SGGW w Warszawie

Location: town centers and / or peripheryPromotion: aimed at building a brand and image,customer loyalty promotions, promotional hirepurchaseAdditional services: home delivery, serviceCustomer Service: Pre-Selection and traditional salesqualifiedSpecialized shopAssortment of one branch of trade or one group,deepGoods: customized to the specific needs ofcustomersCustomer service: a high levelImage: the importance of the atmosphereAdditional services: the customer can be orderedproducts in terms of its expectationsLocation: city centers, shopping malls, commercialgalleriesPrices: high or averagePromotion: aimed at developing relationships withcustomers, rebates, loyalty discounts.Source: J. Otto, A. Olczak: Marketing in trade and services. Technical University of Lodz. Lodz 2007. p. 175-176.Retailers' marketing strategies used in the domestic market differ from thestrategy of the international market. Take action on foreign markets due to variousfactors, referred to as a "push " and "pull ". The factors that "push" resulting fromadverse business conditions in their country, are: market saturation, the recession andrestrictions. In the group of factors, "pull" are the incentives to invest in foreign markets,because of the favorable situation on them for the company. These include :• removal of barriers and harmonization of law in international trade;• untapped potential due to lack of infrastructure and weak competition;• harmonization of preferences and tastes of customers through globalcampaigns;• lowering the cost of transport and ICT infrastructure development;• the possibility of achieving higher sales and profits;• increasing the bargaining position of the international manufacturers.The expansion of commercial companies on the international stage is associatedwith a specific strategy to enter the foreign market. Retailer can develop through:organic growth, franchising, acquisition, local partner or network.4. Marketing in the food tradeAlready mentioned in the marketing role is particularly large trade. Directcontact with the ultimate consumer, trade, gives a chance for wide application ofmarketing methods. Offers the greatest potential in this regard, trade consumer goods,among which the largest share of foodstuffs. In trade, the buyer receive services that arethe result of the adaptation of market offer products to the needs of buyers in terms of25