Chapter
Objectives
1. To define retailing,
consider it from
various perspectives,
demonstrate its impact,
and note its special
characteristics
2. To introduce the
concept of strategic
planning and apply it
3. To show why the
retailing concept is
the foundation of a
successful business,
with an emphasis on the
total retail experience,
customer service, and
relationship retailing
4. To indicate the focus
and format of the text
5. To explain what
value really means and
highlight its pivotal role
in retailers’ building and
sustaining relationships 6. To describe how both
customer relationships
and channel
relationships may be
nurtured in today’s
highly competitive
marketplace
7. To examine
the differences in
relationship building
between goods and
service retailers