ABSTRACT
The immediate environment of retail within the business chain is formed by both the customers and the suppliers. The conceptual understanding of retail as part of a single product oriented business chain dates from the time that retail was compared to ‘the art of distribution’. Changing from ‘product distributor’ to ‘demand supplier’ has had far-reaching consequences for the modern retail. Many traditional retailers succeed only with difficulty in properly developing their e-commerce activities. In the new business chain, the need of the consumer is central. Retail offers a product range tailored to the consumer’s demand. Marketing involves all activities of organised economies which serve to satisfy the needs, desires, aspirations or expectations of individuals by preparing and effectuating the exchange process effectively and efficiently. The internal marketing mix focuses on the effectiveness of the outlet as a selling machine.
