Chapter Thirteen
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Transcript of Chapter Thirteen
Chapter ThirteenChapter Thirteen
Retailing, Direct Marketing, Retailing, Direct Marketing, and Wholesalingand Wholesaling
ObjectivesObjectives
Describe retailing & wholesaling functionsCategorize retailersAnalyze patterns of U.S. retail historyIdentify key retailer strategy elementsExplore impact of the Internet on retailingDiscriminate merchant wholesalers & agentsDescribe contributions of wholesalersDescribe contributions of agent intermediariesIdentify key wholesaler strategy elements
RetailingRetailingRetailingRetailing
All business activities concerned with the sale of goods and services to ultimate consumers.
All business activities concerned with the sale of goods and services to ultimate consumers.
Classifying Retailers by Classifying Retailers by OwnershipOwnership
IndependentIndependentRetailersRetailers
RetailRetailfranchisefranchise
ChainChainStoreStore
CorporateCorporateChainChain
OwnershipOwnershipGroupGroup
Specialty StoresSpecialty Stores
Narrow varietyDeep selectionPersonalized serviceExamples:
Wallpapers to GoBookstore
Department StoreDepartment StoreDepartment StoreDepartment Store
Chain operationWide varietyFull serviceExamples:
Dillard’sMacy’sBloomingdale’s
Chain operationWide varietyFull serviceExamples:
Dillard’sMacy’sBloomingdale’s
SupermarketsSupermarkets
Wide variety of food and nonfood products
Departmentalized operations
Self-serviceCentralized checkoutExamples:
Albertson’sSafeway
Convenience StoresConvenience Stores
Limited varietyShallow selectionFast serviceExamples:
7-11Circle KWawa
STOP & GO
Other In-StoreOther In-Store
General mass merchandiserCatalog showroomWarehouse club
Specialty mass merchandiserOff-price retailerCategory superstore
Internet Retailing: Internet Retailing: AdvantagesAdvantages
Not location bound
Interactive
Convenient24x7x52
Shopbots
The Wheel of RetailingThe Wheel of Retailing
High: status,High: status,margin, pricemargin, price
Prestige specialtyPrestige specialtystoresstores
High: status,High: status,margin, pricemargin, price
Prestige specialtyPrestige specialtystoresstores
ConventionalConventionaldepartmentdepartment
storesstores
ConventionalConventionaldepartmentdepartment
storesstores
MassMassmerchandisemerchandise
retailersretailers
MassMassmerchandisemerchandise
retailersretailers
Low: status, marginLow: status, marginprice, serviceprice, service
Wholesale clubsWholesale clubs
Low: status, marginLow: status, marginprice, serviceprice, service
Wholesale clubsWholesale clubs
The Dialectic View of The Dialectic View of Retail DevelopmentRetail Development
Thesis
Antithesis
DEPARTMENT STORE
DISCOUNT STORE
DISCOUNTDEPT. STORE
Synthesis
Patterns of retail Patterns of retail development: The development: The GGeneral eneral
SSpecific pecific GGeneral Model eneral Model (GSG)(GSG)
General StoresPopulation growthCities
G
S
Specialty StoresPopulation growthCities
General Stores (containing specialty stores)
Retail Marketing MixRetail Marketing Mix
Consumer
Consumer
PRODUCTPRODUCT PLA
CE/
PLA
CE/
DIS
TR
IBU
TIO
ND
ISTR
IBU
TIO
N
PRICEPRICEPR
OM
OTIO
NP
RO
MO
TIO
N
Key Retail IssuesKey Retail Issues
Merchandise assortment
LocationAtmosphericsCustomer ServiceStore imageDatabase
management Internet strategy
Classifying WholesalersClassifying Wholesalers
Merchant WholesalerTake title~ 80% of all
wholesalersNational or regional
AgentsNo title to goodsFacilitatorsWork on commissionMarket experts
Wholesale Management Wholesale Management StrategiesStrategies
Physical Distribution
Selecting Target Markets/Create Assortments
Strategic Alliances
ReviewReview
Describe retailing & wholesaling functionsCategorize retailersAnalyze patterns of U.S. retail historyIdentify key retailer strategy elementsExplore impact of the Internet on retailingDiscriminate merchant wholesalers & agentsDescribe contributions of wholesalersDescribe contributions of agent intermediariesIdentify key wholesaler strategy elements