Sales & Marketing Management

Û How should higher-priced, higher-profit margin items be displayed on

shelves to promote their sales over lower-priced, lower-profit margin

items?

Û How do systems work for arranging products or groups of products on

shelves that will best promote the sales of those groups of products?

Û How to use brand recognition most effectively in shelf displays?

Consequently, the knowledge brought to bear in store merchandising can be a
very complex mixture of:

How the store merchandiser uses this knowledge in an individual case will vary
greatly and will depend on some of the following factors:

Consumer demographics

Psychology

Market research

Advertising

Architecture and design

Ergonomics

Visual presentation techniques using colour and design

The business style of the company

The pricing philosophy of the company

The creative platform of the company and the image that the company

wishes to present to the market

The location of the store geographically or within a city

The economy of the market served

The market positioning of the store relative to the competition in the

market