Principles of Marketing. Retailing and Wholesaling презентация

Содержание

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

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Retailing and Wholesaling
13
Principles of Marketing

Слайд 2 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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Слайд 3 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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Слайд 4 Retailing
Types of Retailers

Classified in terms of:
Amount of service
Product lines
Relative price
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Слайд 5 Retailing
Types of Retailers

Amount of service
Self service
Limited service
Full service
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Слайд 6 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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Слайд 7Retailing
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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Слайд 8 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

13-10

Слайд 9 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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Слайд 10 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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Слайд 11 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

13-13

Слайд 12 Retailing
Types of Retailers
Relative Prices

Discount stores
Off-price retailers
Factory outlets
Warehouse clubs
13-14

Слайд 13 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

13-15

Слайд 14 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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Слайд 15 Retailing
Types of Retailers
Organizational Approach

Corporate chain stores
Voluntary chain stores
Retailer cooperatives
Franchise organizations
Merchandising conglomerates
13-17

Слайд 16 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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Слайд 17Retailing
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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Слайд 18 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

13-20

Слайд 19 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

Слайд 20 Retailing
Types of Retailers
Organizational Approach

Merchandising conglomerates are corporations that combine several retailing

forms under central ownership

13-22

Слайд 21 Retailing
Retailer Marketing Decisions

Target market and positioning
Product assortment and services
Price
Promotion
Place
13-23

Слайд 22 Retailing
Target market and positioning involves the definition and profile of the

market so the other retail marketing decisions can be made

13-24

Retailer Marketing Decisions

Слайд 23 Retailing
Retailer Marketing Decisions

Product assortment and service decisions include:
Product assortment
Services mix
Store atmosphere
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Слайд 24 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

13-26

Слайд 25 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

13-27

Слайд 26 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

13-28

Слайд 27 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

13-29

Слайд 28 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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Слайд 29 Retailing
Retailer Marketing Decisions
Promotion Decision

Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
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Слайд 30 Retailing
Retailer Marketing Decisions
Place Decision

Location
Accessibility
Consistent with positioning
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Слайд 31 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

13-33

Слайд 32 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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Слайд 33 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.

13-35

Слайд 34 Retailing
The Future of Retailing
New Retailing Forms and Shortening Life Cycles

Growth

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

13-36

Слайд 35 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

13-37

Слайд 36 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

13-38

Слайд 37 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

13-39

Слайд 38 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

13-40

Слайд 39Wholesaling
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

13-41

Слайд 40 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

13-42

Слайд 41 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

13-43

Слайд 42 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

13-44

Слайд 43 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

13-45

Слайд 44 Wholesaling
Wholesaler Marketing Decisions

Target market and positioning decisions
Marketing mix decisions

13-50

Слайд 45 Wholesaling
Wholesaler Marketing Decisions

Target market and positioning decisions
Size of customer
Type of customer
Need

for service

13-51

Слайд 46 Wholesaling
Wholesaler Marketing Decisions

Marketing mix decisions
Product
Price
Promotion
Place
13-52

Слайд 47Wholesaling
Trends in Wholesaling

Challenges
Resistance to price increases
Lack of suppliers
Changing customer needs
Adding value

by increasing efficiency and effectiveness

13-53

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