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Transcript of Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides...
![Page 1: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/1.jpg)
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Retailing and Wholesaling
•Chapter 14
•PowerPoint slides
•Express version
•Instructor name
•Course name
•School name
•Date
Principles of Marketing, Sixth Canadian Edition
![Page 2: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/2.jpg)
Principles of Marketing, Sixth Canadian Edition
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Learning Objectives
• After studying this chapter, you should be able to:– Explain the roles of retailers and wholesalers in the
marketing channel
– Describe the major types of retailers and give examples of each
– Identify the major types of wholesalers and give examples of each
– Explain the marketing decisions facing retailers and wholesalers
![Page 3: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/3.jpg)
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Retailing
• Retailing: all activities involved in selling goods or services directly to final consumers for their personal, non-business use
– Retailing can take place in stores and non-store environments
– Retailers can be classified based on:
• Amount of service offered
• Depth of products lines
• Relative prices charged
• How they are organized
![Page 4: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/4.jpg)
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Types of Retailers
• Amount of service offered:– Self-service retailers
– Limited-service retailers
– Full-service retailers
• Relative prices charged:– Discount stores
– Off-price retailers:
• Independents
• Factory outlets
• Warehouse clubs
• Products lines:• Specialty stores
• Department stores
• Supermarkets
• Convenience stores
• Discount stores
• Off-price retailers
• Superstores
![Page 5: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/5.jpg)
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Types of Retailers (continued)
• Retail organizations:– Corporate chains
– Voluntary chains
– Retailer cooperatives– Franchise organizations
– Merchandising conglomerates
• Franchises: contractual association between two businesses, having three characteristics:
• The franchiser owns a trade or service mark, and licenses it for use for royalties
• Franchisees must pay to be part of the system
• Franchisers provide a packaged marketing and operations system
![Page 6: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/6.jpg)
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Retailer Marketing Decisions
• Target markets chosen will affect all other decisions
• Markets chosen and positioning need to be clear
• Cannot hope to be “something for everyone”
• Product variables:– Assortment
– Services mix
– Atmospherics
• Price decision:– Markups and volume
are inversely related
Figure 14.1
![Page 7: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/7.jpg)
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Retailer Marketing Decisions (continued)
• Promotion: retailers will use all five tools to promote themselves
– Advertising, personal selling, sales promotion, public relations, and direct marketing
• Place decision:– Location is critical to
attract the target market
– Central business districts
– Shopping centres
• Regional
• Neighbourhood
– Power centres
Figure 14.1
![Page 8: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/8.jpg)
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Future of Retailing
• Wheel of retailing concept:– New types of retailers begin as
low-margin, low-price, and low-status operations, but
– Evolve into higher-priced, higher-service operations,
– Eventually becoming like the conventional retailers they replaced
• Other trends:– Growth of non-store
retailing
– Retailer convergence
– Rise of megaretailers
– Importance of technology
– Global expansion
– Retail stores as communities
![Page 9: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/9.jpg)
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Wholesaling
• Wholesaling: all activities involved in selling goods and services to those buying for resale or business use
– Buy mostly from producers and resell to retailers, industrial consumers and other wholesalers
– Perform some or all of the following functions:
• Selling and promoting
• Buying and assortment building
• Bulk breaking
• Warehousing
• Transportation
• Financing
• Risk bearing
• Market information
• Management services and advice
![Page 10: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/10.jpg)
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Types of Wholesalers
• Merchant wholesalers: – Full-service wholesalers
– Wholesale merchants
– Industrial distributors
– Limited service wholesalers:
• Cash-and-carry wholesalers
• Truck jobbers
• Drop shippers
• Rack jobbers
• Producers’ cooperatives
• Mail-order wholesalers
• Brokers and agents: – Brokers
– Agents:
• Manufacturer’s agents
• Selling agents
• Purchasing agents
• Commission merchants
• Manufacturers’ sales branches and offices
• Purchasing offices
![Page 11: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/11.jpg)
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Wholesaler Marketing Decisions
• Wholesalers are challenged by increased competition, demanding customers, new technologies, and more direct-buying by large customers
• Must choose target markets carefully, looking for more profitable customers to build relationships with
• Product lines carried are chosen for profitability
• Price competition squeezes gross margins to very low
• Not promotion-minded
• Locations are more industrial
Figure 14.2
![Page 12: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/12.jpg)
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Trends in Wholesaling
• Fierce resistance to price increases
• Consolidation of suppliers
• Survival tactics: – Focusing on adding value– Achieving cost efficiencies
– Looking for opportunities to partner with suppliers and customers
– Differentiate by services offered
– Global orientation
![Page 13: Copyright © 2005 Pearson Education Inc. Retailing and Wholesaling Chapter 14 PowerPoint slides Express version Instructor name Course name School name.](https://reader036.fdocuments.us/reader036/viewer/2022072010/56649dbe5503460f94ab1d38/html5/thumbnails/13.jpg)
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In Conclusion…
• The learning objectives for this chapter were:– Explain the roles of retailers and wholesalers in the
marketing channel
– Describe the major types of retailers and give examples of each
– Identify the major types of wholesalers and give examples of each
– Explain the marketing decisions facing retailers and wholesalers