Summary

The best basis for point of sale marketing is event-oriented marketing, turnover marketing and retail marketing. The most important instruments are range and service policy, design of point of sale with goods placement and/or presentation, price policy and some aspects of sales promotion. Point of sale marketing should function as a co-operation between manufacturer and retail business. This requires the solution of the central conflict that the manufacturer is primarily product and/or brand oriented and the retailer, in contrast, thinks and acts mainly in relation to product range and point of sale. The importance of point of sale marketing is due to the fact that the final consumer can only recognise the situation and events at the point of sale, such that his final judgement is totally and exclusively dependent on the design of point of sale marketing!