Markendising

MARKENDISING is the action or business of combining marketing and merchandising tactics to satisfy demands of omni-channel shoppers. Shoppers today are developing their own shopping and purchasing habits, preferences, and expectations both online and in-store like never before in history. They want their shopping needs to be met in a way that minimizes uncertainty and inflexibility, and maximizes efficiency, convenience, and pleasure. The question becomes: how do retailers and manufacturers meet these demands? This is what MARKENDISING accomplishes. By providing shoppers with the necessary information, retailers and manufacturers can satisfy the demands of today’s omni-channel shopper and drive sales online and in-store. MARKENDISING begins with the shopper, the end buyer, who has an existing need or desire that he or she seeks to meet. MARKENDISING is not product driven, nor “seller” driven. It is shopper driven. MARKENDISING is a synergistic blend of two well-known words: MARKETING and MERCHANDISING: MARKETING is traditionally defi ned as the business activity of presenting products or services to potential customers in a way that entices them to buy, and indeed, to be eager to buy. Marketing begins with the manufacturer and works its way through suppliers who, in turn, work with advertisers and various types of sales forces to bring a product fully to the attention of a potential buyer in the most appealing and desirable manner. MERCHANDISING is generally regarded as the promotion and physical presentation of a product through strategies such as design, pricing, packaging, and display. In many cases, merchandising is a spin-off process, with products developed and promoted to take maximum advantage of the fi nancial success and popularity of a product, movie, television program, sports team, or event. Buy your book (print or digital) or signup for professional training today at