THE PRINCIPLES OF RETAIL MARKETING

Principle #1: Honor Your Customer - If the customer doesn’t purchase your product or service, nothing else matters.

Principle #2: Know Your Market - Understand your market through use of market intelligence.

Principle #3: Focus On Your Objective - Maintain your aim on the target. To win the war, you must capture market-share.

Principle #4: Occupy A Secure Position - Occupy the position of the market leader, or a position that cannot easily be taken by your competitors.

Principle #5: Keep On The Offensive - The best defense is to go on the offensive. Be proactive, instead of reacting to competitor’s actions.

Principle#6: Surprise And Maneuver - Be innovative, offer your customers more than they expect.

Principle #7: Concentration Of Resources - Mass sufficiently superior resources at the decisive place and time.

Principle #8: Organize Your Command Structure - Unleash the power of your greatest assets. Empower your people.

Principle #9: Personal Leadership - Do not ask what you do not do. Lead the charge!

Principle #10: Execution - The discipline of getting things done!



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