Retail Marketing Case Study – The Body Shop and the Retail Marketing Mix

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Retail Marketing Case Study - The Body Shop and the Retail Marketing Mix

Technology and globalisation are the two largest and most significant influences on the world's economic landscape. Technology is the propelling force behind globalisation. Today's technology is extensive and rapidly progressing on a constant basis. This is inherent in the products widely available today. Satellites, VCRs, fax machines, e-mail, the internet, laptop computers, answering machines, photocopiers, digital watches, camcorders etc... All these would astonish even people who lived thirty years ago. The 'global village', as predicted by McLuhan, is now reality, Daniels & Radebaugh (1998:23).

Marketing & Retailing

"Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others," Kotler (1994:6).

Marketing can be explained as people satisfying their needs and wants through an exchange. Exchange is when a person acquires something they need or want from someone by sacrificing something in return. Therefore, it can be said that exchange is at the very heart of marketing, Baker (1990:189).

"Retailing is... a very visible form of economic activity, and one that exerts a major influence upon the