Merchandising

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Merchandising-ul (Mercantizare) cuprinde suma metodelor, practicilor și operațiunilor întreprinse în scopul promovării și susținerii activității comerciale la punctul de vânzare, în scopul optimizării vânzărilor.

Merchandisingul este un termen anglo-saxon al cărui traducere propusă în franceză este „merchandisage” ( „mercantizare” ).

Termenul „merchandising” este compus din substantivul „merchandise” care semnifică, într-un sens larg, marfa, și radicalul „ing” care exprimă acțiunea voluntară a comerciantului de organizare a activității sale, în scopul rentabilizării magazinului.

Asociației Naționale de Marketing din SUA merchandisingul reprezintă „totalitatea tehnicilor și previziunilor necesare pentru a se vinde marfa potrivită la locul potrivit, în cantitățile potrivite,la timpul potrivit și prețul potrivit”. Este vorba de așa numita regulă a celor 5 R:

  • R – the Right merchandise ( marfa potrivită )
  • R – at the Right place (…la locul potrivit )
  • R – at the Right time ( …la timpul potrivit)
  • R – in the Right quntities ( …în cantitățile potrivite)
  • R – at the Right price (…la prețul potrivit)

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