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May 13, 2024
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MKTG 6225 - Retailer Behavior and Sales Promotion
Credits: 2
The vast majority of consumer expenditures, which represent more than $5 trillion and 68 percent of the U.S. gross domestic product, are made through retailers. Moreover, the average consumer product company spends as much on trade promotions (such as promoting its products to retailers) as it does on media advertising and consumer promotions combined. These facts highlight the importance of retailer behavior and sales promotions in consumer marketing. This course takes the retailer’s point of view, exploring strategic and tactical decision-making by assessing the impact of these decisions on both consumer shopping behavior and the retailer’s own operating costs. Students explore issues in sales promotion, pricing, product mix, and store location to gain an understanding of consumer response in these areas. The course is useful to students who plan to work in retailing, consumer marketing, brand or product management, or sales and distribution. Prerequisite: MKTG 6201 .
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