Principles of Marketing. Retailing and Wholesaling

Содержание

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Retailing Retailing includes all the activities in selling products or services

Retailing
Retailing includes all the activities in selling products or services directly

to final consumers for their personal, non-business use
Retailers are businesses whose sales come primarily from retailing

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Retailing Non-store retailing includes selling to final consumers through: Direct mail

Retailing
Non-store retailing includes selling to final consumers through:
Direct mail
Catalogs
Telephone
Internet
TV shopping
Home and

office parties
Door-to-door sales
Vending machines

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Retailing Types of Retailers Classified in terms of: Amount of service Product lines Relative price 13-6

Retailing

Types of Retailers
Classified in terms of:
Amount of service
Product lines
Relative price

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Retailing Types of Retailers Amount of service Self service Limited service Full service 13-7

Retailing

Types of Retailers
Amount of service
Self service
Limited service
Full service

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Retailing Types of Retailers Amount of Service Self-service retailers serve customers

Retailing

Types of Retailers
Amount of Service
Self-service retailers serve customers who are willing

to perform their own locate-compare-select process to save money
Wal-Mart
Supermarkets

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Retailing Types of Retailers Amount of Service Limited service retailers provide

Retailing

Types of Retailers
Amount of Service
Limited service retailers provide more sales assistance

because they carry more shopping goods about which customers need more information
Sears
JC Penney

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Retailing Types of Retailers Amount of Service Full-service retailers assist customers

Retailing

Types of Retailers
Amount of Service
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
Department stores
Specialty stores

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Retailing Types of Retailers Amount of Service Specialty stores carry narrow

Retailing

Types of Retailers
Amount of Service
Specialty stores carry narrow product lines with

deep assortments within the product lines
Department stores carry a wide variety of product lines
Convenience stores carry a limited line of high-turnover convenience goods

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Retailing Types of Retailers Amount of Service Superstores offer a large

Retailing

Types of Retailers
Amount of Service
Superstores offer a large assortment of routinely

purchased food products, no food items, and services
Supercenters have very large combination food and discount stores

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Retailing Types of Retailers Amount of Service Category killers are large

Retailing

Types of Retailers
Amount of Service
Category killers are large stores that carry

a very deep assortment of a particular line with a knowledgeable staff
Service retailers’ product lines are actually service

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Retailing Types of Retailers Relative Prices Discount stores Off-price retailers Factory outlets Warehouse clubs 13-14

Retailing

Types of Retailers
Relative Prices
Discount stores
Off-price retailers
Factory outlets
Warehouse clubs

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Retailing Types of Retailers Relative Prices Discount stores sell standard merchandise

Retailing

Types of Retailers
Relative Prices
Discount stores sell standard merchandise at lower prices

by accepting lower margins and selling higher volume
Off-price retailers buy at less than regular wholesale prices and charge customers less than retail
Independent off-price retailers either are owned and run by entrepreneurs or are divisions of larger retail corporations

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Retailing Types of Retailers Relative Prices Factory outlets are producer-operated stores

Retailing

Types of Retailers
Relative Prices
Factory outlets are producer-operated stores
Warehouse clubs are

large warehouse-like facilities with few frills and offer ultra-low prices

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Retailing Types of Retailers Organizational Approach Corporate chain stores Voluntary chain

Retailing

Types of Retailers
Organizational Approach
Corporate chain stores
Voluntary chain stores
Retailer cooperatives
Franchise organizations
Merchandising conglomerates

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Retailing Types of Retailers Organizational Approach Corporate chains are two or

Retailing

Types of Retailers
Organizational Approach
Corporate chains are two or more outlets that

are commonly owned and controlled
Size allows them to buy in large quantities at lower prices and gain promotional economies

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Retailing Types of Retailers Organizational Approach Voluntary chains are wholesale-sponsored groups

Retailing

Types of Retailers
Organizational Approach
Voluntary chains are wholesale-sponsored groups of independent retailers

that engage in group buying and common merchandising

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Retailing Types of Retailers Organizational Approach Retailer cooperative is a group

Retailing

Types of Retailers
Organizational Approach
Retailer cooperative 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

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Retailing Franchise organizations are based on some unique product or service;

Retailing
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

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Types of Retailers
Organizational Approach

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Retailing Types of Retailers Organizational Approach Merchandising conglomerates are corporations that

Retailing

Types of Retailers
Organizational Approach
Merchandising conglomerates are corporations that combine several retailing

forms under central ownership

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Retailing Retailer Marketing Decisions Target market and positioning Product assortment and services Price Promotion Place 13-23

Retailing

Retailer Marketing Decisions
Target market and positioning
Product assortment and services
Price
Promotion
Place

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Retailing Target market and positioning involves the definition and profile of

Retailing

Target market and positioning involves the definition and profile of the

market so the other retail marketing decisions can be made

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Retailer Marketing Decisions

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Retailing Retailer Marketing Decisions Product assortment and service decisions include: Product

Retailing

Retailer Marketing Decisions
Product assortment and service decisions include:
Product assortment
Services mix
Store atmosphere

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Retailing Retailer Marketing Decisions Product assortment should differentiate the retailer while

Retailing

Retailer Marketing Decisions
Product assortment should differentiate the retailer while matching target

shoppers’ expectations
Offers merchandise that no other competitor carries
Private or national brands
Merchandising events
Highly targeted product assortment

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Retailing Retailer Marketing Decisions Services mix should also serve to differentiate

Retailing

Retailer Marketing Decisions
Services mix should also serve to differentiate the retailer

from the competition
Customer support
Store atmosphere is the physical layout that makes moving around the store hard or easy
Experiential retailing
Test driving

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Retailing Retailer Marketing Decisions Price Decision Price policy must fit the

Retailing

Retailer Marketing Decisions
Price Decision
Price policy must fit the target market and

positioning, product and service assortment, and competition
High markup on lower volume
Low markup on higher volume

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Retailing Retailer Marketing Decisions Price Decision High-low pricing involves charging higher

Retailing

Retailer Marketing Decisions
Price Decision
High-low pricing involves charging higher prices on an

everyday basis, coupled with frequent sales and other price promotions to increase store traffic, clear out unsold merchandise, create a low price image, or attract customers who will buy other goods at full price

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Retailing Retailer Marketing Decisions Price Decision Everyday low prices (EDLP) involves

Retailing

Retailer Marketing Decisions
Price Decision
Everyday low prices (EDLP) involves charging a constant,

everyday low price with few sales or discounts

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Retailing Retailer Marketing Decisions Promotion Decision Advertising Personal selling Sales promotion Public relations Direct marketing 13-31

Retailing

Retailer Marketing Decisions
Promotion Decision
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing

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Retailing Retailer Marketing Decisions Place Decision Location Accessibility Consistent with positioning 13-32

Retailing

Retailer Marketing Decisions
Place Decision
Location
Accessibility
Consistent with positioning

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Retailing Retailer Marketing Decisions Place Decision Central business districts are located

Retailing

Retailer Marketing Decisions
Place Decision
Central business districts are located in cities and

include department and specialty stores, banks, and movie theaters
Shopping center is a group of retail businesses planned, developed, owned, and managed as a unit.
Regional shopping centers
Community shopping centers
Neighborhood shopping centers
Power centers
Lifestyle centers

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Retailing The Future of Retailing Retailers have to choose target segments

Retailing

The Future of Retailing
Retailers have to choose target segments carefully, position

themselves strongly, and consider the following developments as they plan and execute their competitive strategies:
Non-store retailing
Retail convergence
Megaretailers
Retail technology
Global expansion
Retail stores as communities

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Retailing The Future of Retailing New Retailing Forms and Shortening Life

Retailing

The Future of Retailing
New Retailing Forms and Shortening Life Cycles
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.

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Retailing The Future of Retailing New Retailing Forms and Shortening Life

Retailing

The Future of Retailing
New Retailing Forms and Shortening Life Cycles
Growth

of non-store retailing includes:
Mail order
Television
Phone
Online

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Retailing The Future of Retailing New Retailing Forms and Shortening Life

Retailing

The Future of Retailing
New Retailing Forms and Shortening Life Cycles
Retail

convergence involves the merging of consumers, producers, prices, and retailers, creating greater competition for retailers and greater difficulty differentiating offerings

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Retailing The Future of Retailing New Retailing Forms and Shortening Life

Retailing

The Future of Retailing
New Retailing Forms and Shortening Life Cycles
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
Superior information systems
Buying power
Large selection

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Retailing The Future of Retailing New Retailing Forms and Shortening Life

Retailing

The Future of Retailing
New Retailing Forms and Shortening Life Cycles
Retail

technology includes video-casts, inventory control, electronic ordering, transfer of information, scanning, online transaction processing, improved merchandise handling systems, and the ability to connect with customers

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Wholesaling Wholesaling Wholesalers add value by performing channel functions Selling and

Wholesaling

Wholesaling
Wholesalers add value by performing channel functions
Selling and promoting
Buying assortment building
Bulk

breaking
Warehousing
Transportation
Financing
Risk bearing
Market information
Management services and advice

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Wholesaling Wholesaling Selling and promoting involves the wholesaler’s sales force helping

Wholesaling

Wholesaling
Selling and promoting involves the wholesaler’s sales force helping the manufacturer

reach many smaller customers at lower cost
Buying and assortment building involves the selection of items and building of assortments needed by their customers, saving the customers work

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Wholesaling Wholesaling Bulk breaking involves the wholesaler buying in larger quantity

Wholesaling

Wholesaling
Bulk breaking involves the wholesaler buying in larger quantity and breaking

into smaller lots for its customers
Warehousing involves the wholesaler holding inventory, reducing its customers’ inventory cost and risk

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Wholesaling Wholesaling Transportation involves the wholesaler providing quick delivery due to

Wholesaling

Wholesaling
Transportation involves the wholesaler providing quick delivery due to its proximity

to the buyer
Financing involves the wholesaler providing credit and financing suppliers by ordering earlier and paying on time

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Wholesaling Wholesaling Risk bearing involves the wholesaler absorbing risk by taking

Wholesaling

Wholesaling
Risk bearing involves the wholesaler absorbing risk by taking title and

bearing the cost of theft, damage, spoilage, and obsolescence
Market information involves the wholesaler providing information to suppliers and customers about competitors, new products, and price developments

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Wholesaling Wholesaling Management services and advice involves wholesalers helping retailers train

Wholesaling

Wholesaling
Management services and advice involves wholesalers helping retailers train their sales

clerks, improve store layouts, and set up accounting and inventory control systems

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Wholesaling Wholesaler Marketing Decisions Target market and positioning decisions Marketing mix decisions 13-50

Wholesaling

Wholesaler Marketing Decisions
Target market and positioning decisions
Marketing mix decisions

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Wholesaling Wholesaler Marketing Decisions Target market and positioning decisions Size of

Wholesaling

Wholesaler Marketing Decisions
Target market and positioning decisions
Size of customer
Type of customer
Need

for service

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Wholesaling Wholesaler Marketing Decisions Marketing mix decisions Product Price Promotion Place 13-52

Wholesaling

Wholesaler Marketing Decisions
Marketing mix decisions
Product
Price
Promotion
Place

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- Предыдущая
A.P. Karpinsky Russian geological research institute
Следующая -
Музыкальные университеты. История музыувльного образования в России

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