1. Kotler’s Chapter 16
Let’s Shop Model
By: Mia Del Rosario
Ateneo Graduate School of Business

2. Retailing includes all activities in selling goods or
services directly to final consumers

3. Retailers must first define the profile of its target
market in order for it to make consistent
decisions

4. Retailers must match the product assortment
based on the expectation of the target market

5. Retailers must pay attention to pricing tactics
and markdowns of slower-moving products

6. Retailers must consider the tools they use to
generate traffic and purchases such as Ads and
Rewards Program

7. Retailers must also consider the store atmosphere
and physical aspect such as location, lay-out,
lighting, decors, etc.

8. Retailers must establish sources, policies, and
practices that will suit its target market

9. Summary
 Target Market: Define the  Physical aspect (Location
target market
and store atmosphere): Plan
 Product Assortment: Match the the store atmosphere while
product assortment based on keeping in mind the target
the target market profile
 Price: Pay attention to store-  Procurement and Service
wide sales and mark-downs
Mix: Establish sources,
 Communication: Consider the policies and practices
tools to use to reach the target
market

10. Let’s Shop Model
Ateneo Graduate School of Business