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Professors on the Go! Chapter 11 Retailing and Wholesaling 1. Key Concepts Types of retailers Marketing decisions retailers make The future of retailing There are retailers and there are retailers. What are the four major characteristics used in the chapter to classify retailers? What are the seven major store retailer types? Give an example of each type. Describe the similarities and differences between chain stores and franchise organizations. Explain why it is important for retailers to define their target markets and to decide how they will position themselves in these markets. Give an example of a national specialty retailer who has done this well. Consider this statement made by a retailing insider: “The mall represents a point in time in the evolution of retailing….We are reaching the end of one era and entering something new.” What is the “something new” that is being suggested? Where will Americans be shopping if not at the malls? Take any three retail stores of your choice and evaluate the atmospherics contained in each. What moods are established? Ask some customers of the stores what they think about the atmosphere of the store. Ask the store manager what atmosphere they are trying to project and why. Considering the increased use of the Internet, what are the ramifications that you think will affect retailing? How can retailers use the Internet to increase their business? What do you see in the future for retailing? Have you ever bought a retail item via the Internet? If so, describe your 18
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Transcript of armstrong_mai08_pog_11
Professors on the Go!
Chapter 11Retailing and Wholesaling
1. Key ConceptsTypes of retailersMarketing decisions retailers makeThe future of retailing
There are retailers and there are retailers. What are the four major characteristics used in the chapter to classify retailers? What are the seven major store retailer types? Give an example of each type.
Describe the similarities and differences between chain stores and franchise organizations.
Explain why it is important for retailers to define their target markets and to decide how they will position themselves in these markets. Give an example of a national specialty retailer who has done this well.
Consider this statement made by a retailing insider: “The mall represents a point in time in the evolution of retailing….We are reaching the end of one era and entering something new.” What is the “something new” that is being suggested? Where will Americans be shopping if not at the malls?
Take any three retail stores of your choice and evaluate the atmospherics contained in each. What moods are established? Ask some customers of the stores what they think about the atmosphere of the store. Ask the store manager what atmosphere they are trying to project and why.
Considering the increased use of the Internet, what are the ramifications that you think will affect retailing? How can retailers use the Internet to increase their business? What do you see in the future for retailing? Have you ever bought a retail item via the Internet? If so, describe your experience. If not, why have you not purchased in this manner (what would it take to convert you to e-commerce)?
What is a category killer? What is a hypermarket?
2. Key ConceptsTypes of wholesalersMarketing decisions made by wholesalersTrends in wholesaling
What is the primary challenge facing a wholesaler who wishes to remain a viable part of the marketing channel? Explain.
Suppose that you are a manufacturer’s agent for three lines of complementary women’s apparel. Discuss what types of marketing mix decisions you will be making.
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Professors on the Go!
How can wholesalers use the Internet to increase their business? Provide an example of how wholesalers can use the Internet to compete.
What are the functions of wholesalers? Can these be replaced? If so, how? What do you think is the most dramatic trend in wholesaling?
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