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me labor. Customers are comparatively affluent, sophisticated and time-pressured and therefore demanding a service (Philip J. Kitchen and Tony Proctor, 2001). In 1970's, most of advertisers are the manufacturing companies, such as Currys and comet in electrical sector, supermarkets and high street banks. Now, the situation has changed and the retailers are maintaining close relationships with their customers. The change of influence has developed in 3 different ways and they can be given as follows:

Firstly, most of the retail groups in UK have grown to equivalent or gone beyond the manufacturing organization in both capacity and size.

Secondly, with the severe changes in retail marketing, the stores of own-label' merchandise have increased. Most of the stores are offering high quality and excellent value products.

Third one is the development the market information. With the new technology like scanning restocking issues, the retailer can plan ranges, layouts and promotional details very precisely (Malcolm Sullivan and Dennis Adcock, 2002).

There is revival of price competition in 1990's, accompanied by a string service significance. And there has also been an increase in retailer diversification (e.g., high street fashion retailers moving into catalogue selling and grocers into non-food products). In spite of the increasing globalization of retailing, this is still usually the national environment, with its institutions, culture, and dictatorial framework. The UK retail market has experienced a dramatic re-shape in the year of 2004. This re-shape has been led by the achievement of Safeway supermarket chain by Morrison's, which has created the country's fourth biggest retailer. The UK biggest retailers are Tesco and asda and next are the Sainsbury's. With the achievement of the Safeway supermarket chain, Morrison's is in the fight for the third place with Sainsbury's (Graduate Prospects, 2009).

Over the next five years, the UK retail Market is in a position to increase its size by 15%, taking its value to just over 312bn (Datamonitor, 2009). But this represents a slowing down of annual growth and with increase in cost of credit and operating costs; the UK retail sector faces challenging times. The companies will suffer who cannot compete against shrinking margins. Among the UK retail market sector, electrical sector is the best performer with a growth of 24 % (Datamonitor, 2009). Hence, from the above discussion it can be understood that the retail marketing is crucial to effectively communicate a business to its customers in order to sell the products, launch new products to the marketplace, and to capitalize on revenues and profits.

2.3 Relationship Marketing

Relationship marketing is a process of attracting, enhancing and maintaining the relationships between the customers and managers in an organization. It mainly concentrates on increasing the life time value of customers and the strategies of relationship marketing mainly focus on the enhancement and development of relationships with a number of key marketing's. Relationship marketing will maintain the internal marketing relationships as well as external market本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。