Sales through department stores account for about one-third of the $170 billion world market for cosmetics. One of the major reasons— perhaps the most important reason—for department stores’ ability to hold their own in the sale of cosmetics despite heavy competition from mass merchandisers, supermarkets, and drug chains is their use of trained salespeople (cosmeticians) who are able to provide personal attention and advice to customers. Might this same approach to promotion work for a wider range of products, even in the face of the long-term trend toward mass self service selling and away from personal selling at the retail level? Discuss.

  • CreatedJuly 14, 2015
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