Praktyczne wykorzystanie merchandisingu
Merchandising in the Activities
W artykule omówiono pojęcie merchandising oraz cztery instrumenty tworzące merchandising mix: towar, marża, technologia i promocja. Artykuł oparto na badaniach wuykorzystania różnych instrumentów merchandisingowych przez 72 wrocławskie sklepy osiedlowe i super i hipermarkety: Billa, Hit, TGG, EPI oraz Polskie Centrum Handlowe Marino.
The paper focuses on the detailed analysis and evaluation of merchandising activities of trade enterprises. Growing market competition makes all the activities leading to gaining advantage become enterprises. Growing market competition makes all the activities leading to gaining advantage become very important. Competing by means of price or quality is becoming transitory and insufficient. Therefore, enterprises untertake merchandising activities on a larger scale. The role merchandising plays cannot be overstimated as it is a contemporary concept of managing a trade enterprise in the changing market environment. The concept is put into practice by means of instruments constituting a merchandising-mix. There are goods, profit margin, technology and promotionj. They constitute a coherent system of relative to one another instruments and thorough activities. Various merchandising instruments are used within the activities of trade enterprises and theyare applied in different spheres. This is reflectted in the results of the research conducted in January 1998 in 72 shops in Wroclaw's housing estates, 5 super- and hypermarkets (Billa, HIT, TGG, EPI) and the Marino department store. (original abstract)