The Importance of 'Location' in Retailing

... Module Number: MAR18-3 Retail Marketing Seminar Leader: Robert Hadland The Importance of 'Location' in Retailing Student Name: Xiyue Wu Student Number: 0502131 Introduction As one of the four elements of marketing mix, location is often cited as the three keys to success in retailing. Indeed, as retailers come at the end of the supplier chain and provide the final link between producer and consumer, their success or failure to a large extent depend on their choice of location. Brown elucidated the significance of location in the following way: Important though the other elements of the retail marketing mix undoubtedly are, the most sophisticated store designs, meticulous merchandise planning procedures, imaginative advertising campaigns, astute pricing policies and competent sales personnel all come to naught if a retailer's locational strategy is flawed (1994) However, while acknowledging the crucial role of location, it could be argued that like the majority of the retailing's

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