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Marketing,[object Object],Stephan Langdon, MBA, M Ed,[object Object]
Chapter Thirteen,[object Object]
Retailing and Wholesaling,[object Object],Retailing,[object Object],Retailer Marketing Decisions,[object Object],The Future of Retailing,[object Object],Wholesaling,[object Object],Topic Outline,[object Object]
Retailing,[object Object],Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use,[object Object],Retailers are businesses whose sales come primarily from retailing,[object Object]
Table 13.1Major Store Retailer Types,[object Object]
Retailing,[object Object],Amount of service,[object Object],Self-service,[object Object],Limited service,[object Object],Full service,[object Object],Types of Retailers,[object Object]
Retailing,[object Object],Product Line,[object Object]
Retailing,[object Object],Types of Retailers,[object Object],Relative Prices,[object Object]
Retailing,[object Object],Types of Retailers,[object Object],Organizational Approach,[object Object]
Retailing,[object Object],Corporate chains are two or more outlets that are commonly owned and controlled,[object Object],Size allows them to buy in large quantities at lower prices and gain promotional economies,[object Object],Sears,[object Object],CVS,[object Object],Types of Retailers,[object Object],Organizational Approach,[object Object]
Retailing,[object Object],Voluntary chains are wholesale-sponsored groups of independent retailers that engage in group buying and common merchandising,[object Object],IGA,[object Object],Western Auto,[object Object],Types of Retailers,[object Object],Organizational Approach,[object Object]
Retailing,[object Object],Retailer cooperatives is a group of independent retailers that band together to set up a joint-owned, central wholesale operation and conduct joint merchandising and promotion effort,[object Object],Ace Hardware,[object Object],Associated Grocers,[object Object],Types of Retailers,[object Object],Organizational Approach,[object Object]
Retailing,[object Object],Types of Retailers ,[object Object],Organizational Approach,[object Object],Franchise organizations are based on some unique product or service; on a method of doing business; or on the trade name, good will, or patent that the franchisor has developed,[object Object]
Retailing,[object Object],Merchandising conglomerates are corporations that combine several retailing forms under central ownership,[object Object],Limited Brands,[object Object],Types of Retailers,[object Object],Organizational Approach,[object Object]
Retailing,[object Object],Retailer Marketing Decisions,[object Object]
Retailing,[object Object],Segmentation targeting, differentiation, and positioning involves the definition and profile of the market so the other retail marketing decisions can be made,[object Object],Retailer Marketing Decisions ,[object Object]
Retailing,[object Object],Product assortment and service decisions include:,[object Object],Product assortment,[object Object],Services mix,[object Object],Store atmosphere,[object Object],Retailer Marketing Decisions,[object Object],Product Assortment and Service,[object Object]
Retailing,[object Object],Price policy must fit the target market and positioning, product and service assortment, and competition,[object Object],Retailer Marketing Decisions,[object Object],Price Decision,[object Object],[object Object]
Low markup on higher volume,[object Object]
Retailing,[object Object],Retailer Marketing Decisions,[object Object],Promotion Decision,[object Object]
Retailing,[object Object],Retailer Marketing Decisions - Place Decision,[object Object],Central business districts are located in cities and include department and specialty stores, banks, and movie theaters,[object Object],Shopping center is a group of retail businesses planned, developed, owned, and managed as a unit,[object Object]
Retailing,[object Object],Retailers have to consider:,[object Object],Non-store retailing,[object Object],Retail convergence,[object Object],Megaretailers,[object Object],Retail technology,[object Object],Global expansion,[object Object],Retail stores as communities,[object Object],The Future of Retailing,[object Object]
Retailing,[object Object],The Future of Retailing,[object Object],New Retailing Forms and Shortening Life Cycles,[object Object],Wheel-of-retailing concept states that many new types of retailing forms begin as low-margin, low-price, low-status operations, and challenge established retailers. As they succeed they upgrade their facilities and offer more services, increasing their costs and forcing them to increase prices, eventually becoming the retailers they replaced.,[object Object]
Retailing,[object Object],The Future of Retailing,[object Object],New Retailing Forms and Shortening Life Cycles,[object Object],Growth of non-store retailing includes:,[object Object],Mail order,[object Object],Television,[object Object],Phone,[object Object],Online,[object Object]
Retailing,[object Object],Retail convergence involves the merging of consumers, producers, prices, and retailers, creating greater competition for retailers and greater difficulty differentiating offerings,[object Object],The Future of Retailing,[object Object],New Retailing Forms and Shortening Life Cycles,[object Object]
Retailing,[object Object],The rise of megaretailers involves the rise of mass merchandisers and specialty superstores, the formation of vertical marketing systems, and a rash of retail mergers and acquisitions,[object Object],Superior information systems,[object Object],Buying power,[object Object],Large selection,[object Object],The Future of Retailing,[object Object],New Retailing Forms and Shortening Life Cycles,[object Object]
Retailing,[object Object],Growing importance of retail technology provides better forecasts, inventory control, electronic ordering, transfer of information, scanning, online transaction processing, improved merchandise handling systems, and the ability to connect with customers,[object Object],The Future of Retailing,[object Object],New Retailing Forms and Shortening Life Cycles,[object Object]
Wholesaling,[object Object],Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use,[object Object]
Wholesaling,[object Object],Selling and promoting involves the wholesaler’s sales force helping the manufacturer reach many smaller customers at lower cost,[object Object],Buying assortment building involves the selection of items and building of assortments needed by their customers, saving the customers work,[object Object],Wholesaling,[object Object]
Wholesaling,[object Object],Bulk breaking involves the wholesaler buying in larger quantity and breaking into smaller lots for its customers,[object Object],Warehousing involves the wholesaler holding inventory, reducing its customers’ inventory cost and risk,[object Object],Wholesaling,[object Object]
Wholesaling,[object Object],Transportation involves the wholesaler providing quick delivery due to its proximity to the buyer,[object Object],Financing involves the wholesaler providing credit and financing suppliers by ordering earlier and paying on time,[object Object],Wholesaling,[object Object]
Wholesaling,[object Object],Risk bearing involves the wholesaler absorbing risk by taking title and bearing the cost of theft, damage, spoilage, and obsolescence,[object Object],Market information involves the wholesaler providing information to suppliers and customers about competitors, new products, and price developments,[object Object],Wholesaling,[object Object]
Wholesaling,[object Object],Management services and advice involves wholesalers helping retailers train their sales clerks, improve store layouts, and set up accounting and inventory control systems,[object Object],Wholesaling,[object Object]
Wholesaling,[object Object],Types of Wholesalers,[object Object]
Wholesaling,[object Object],Merchant wholesalers is the largest group of wholesalers and include:,[object Object],Full-service wholesalers who provide a full set of services,[object Object],Limited service wholesalers who provide few services and specialized functions,[object Object],Types of Wholesalers,[object Object]
Wholesaling,[object Object],Brokers and agents do not take title, perform a few functions, and specialize by product line or customer type,[object Object],Brokers bring buyers and sellers together and assist in negotiations,[object Object],Agents represent buyers or sellers,[object Object],Types of Wholesalers,[object Object]
Wholesaling,[object Object],Manufacturers’ sales branches and offices is a form of wholesaling by sellers or buyers themselves rather than through independent wholesalers,[object Object],Types of Wholesalers,[object Object]
Wholesaling,[object Object],Wholesaler Marketing Decisions,[object Object]
Wholesaling,[object Object],Target market and positioning decisions,[object Object],Size of customer,[object Object],Type of customer,[object Object],Need for service,[object Object],Wholesaler Marketing Decisions,[object Object]
Wholesaling,[object Object],Marketing mix decisions,[object Object],Product,[object Object],Price,[object Object],Promotion,[object Object],Place,[object Object],Wholesaler Marketing Decisions,[object Object]
Marketing,[object Object],Stephan Langdon, MBA, M Ed,[object Object]

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Notas del editor

  1. Self-service retailers serve customers who are willing to perform their own locate-compare-select process to save money. They include: Wal-Mart and Supermarkets.Limited service retailers provide more sales assistance because they carry more shopping goods about which customers need more information. Examples include Sears and JC Penney.Full-service retailers assist customers in every phase of the shopping process, resulting in higher costs that are passed on to the customer as higher prices. Includes department stores and specialty stores
  2. Note to InstructorDiscussion QuestionWhat are examples of these types of stores?It might be difficult, depending on their geographic region, to find examples of superstores. Ask them where they would rather shop for a computer, a department store like Wal-Mart or a category killer like Best Buy? Why?
  3. Note to InstructorDiscount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume.Independent off-price retailers either are owned and run by entrepreneurs or are divisions of larger retail corporations.Off-price retailers buy at less-than-regular wholesale prices and charge customers less than retail.Factory outlets are producer-operated stores. The link on this slide is to a Premium Factory Outlet mall. Students are probably familiar with these types of shopping locations.Warehouse clubs are large warehouse-like facilities with few frills and offer ultra-low prices.
  4. Note to InstructorThis link is to the homepage for Ace Hardware. Students are likely to be familiar with the brand but not know that many stores are individually owned and operated (although they might know this phrase). You can view the site for information specific to owners.
  5. Note to InstructorThis is a good time to visit the Web site for Trader Joe’s. Ask the students who they target and how they position their business. You can also ask students how this is different that Whole Foods which is discussed in the text.
  6. Note to InstructorProduct assortment should differentiate the retailer while matching target shoppers’ expectations. Offers merchandise that no other competitor carries:Private or national brandsMerchandising eventsHighly targeted product assortmentServices mix should also serve to differentiate the retailer from the competition with customer support.Store atmosphere is the physical layout that makes moving around the store hard or easy.
  7. Note to InstructorDiscussion QuestionWhy would a retailer engage in high-low pricing?In most cases it is to increase store traffic, clear out unsold merchandise, create a low price image, or attract customers who will buy other goods at full price.
  8. Note to InstructorAsk students for examples of retailers that advertise heavily. They might even be able to mention a local retailer whose ads they seem to constantly see on television. Local furniture stores and car dealers invest heavily on local television.
  9. Note to InstructorCentral business districts are declining. Students might even be able to cite examples in their home town where shopping centers are being built but central business districts are failing to thrive. Shopping centers can be:Regional shopping centersCommunity shopping centersNeighborhood shopping centersPower centerLifestyle centers
  10. Note to InstructorsDiscussion QuestionAre there retailers (coffee shops, restaurants) where you tend to hang out with their friends or to sit for a long time? How does the retailer creates this environment? Is it good for the retailer?
  11. Note to InstructorDiscussion QuestionWhat percent of your purchases are online? Why is it low for some types of products?It might be surprising to see that for certain categories it is very high but for others it remains low. You can ask why they differ by category. It might include shipping costs, need to try the product, size, impulse purchase, etc.