TOP 2 Learning Concepts Ch 16: Managing Retailing,Wholesaling, and Logistics

Joseph Gabriel N. MoralesMarch 31, 2011

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Retailing

1. Major Types2. Marketing Decisions Encountered

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MAJOR TYPES

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Specialty Store

- Limited product lines such as jewelry or men’s clothing

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Department Store

- Wide variety of product lines

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Supermarket

- Wide range of food, toiletries, and other basic household items

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Convenience Store

- Similiar to a supermarket, but at a smaller scale

- Usually located in residential areas- Provide customers convenient place and

time to buy needed items

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Discount Store

- wide variety of merchandise at low prices

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Off-price Retailer

- Goods priced below regular retail prices.

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Superstore

- specializes in a range of related products

- huge selling space- Can be selling either gen. merchandise

or specialty stores

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Catalog Showroom

- Small area for display, big area for warehousing

- Has declined since the boom of online shopping

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Customer

selects from catalo

g then mails

to retaile

r

Retailer

received

order then ships items

to customer

Customer receiver

items

from retail

er

Modern day catalog showroom - Amazon

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MARKETING DECISIONS THEY HAVE TO MAKE

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Target Market

- To whom will we sell the product?

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Product Assortment

- What products and variety will be offered?

- Length (# of products in the product line)- Breadth (# of products company offers)- Depth (Different varieties of product)- Consistency (Rel. bet. Products in their

final destination)

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Procurement

- Managing the inventory

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Prices

- How will I price my product?

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Service

- Pre Purchase – advertising, interior design, shopping hours, fitting rooms

- Post Purchase – delivery, installation, gift-wrapping

- Ancillary (subordinate) - parking, restroom, credit terms

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Store Atmosphere

- Interior design of store; ambiance

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Store Activities

- creating in-store activities to attract customers

- Product sampling / Tasting- Working Demo Units- Free seminars

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Communications

- To generate customer traffic & sale

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Locations

- Where will I put up a store?- Central Business District?- Mall?- Marketplace?- Location within a larger store?

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SUMMARY

- Retailing- Major Types- Marketing Decisions

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TOP 2 Learning Concepts Ch 16: Managing Retailing,Wholesaling, and Logistics

Joseph Gabriel N. MoralesMarch 31, 2011

josephgabrielmorales.blogspot.com