Chapter foundations of Chapter M A R K E T I N G The Many Faces of Retailing: In-Store, Direct, and...
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Transcript of Chapter foundations of Chapter M A R K E T I N G The Many Faces of Retailing: In-Store, Direct, and...
Chapterfo
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of ChapterM A R K E T I N G
The Many Faces of Retailing: In-Store, Direct, and Internet
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Chapter
Objectives
1. Explain the role played by retailing in the marketing mix.2. Outline the decision framework for retailing.3. Distinguish between limited-line retailers and general-
merchandise retailers.4. Identify and explain each of the six bases for
categorizing retailers.5. Identify the major types of mass merchandisers.6. Discuss the opportunities and challenges of retailing
through the Internet. 7. Contrast the three types of planned shopping centres.8. Identify new trends in retailing.
The Many Faces of Retailing: In-Store, Direct and Internet 16
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Chapter
Retailing
• All the activities involved in selling goods and services to the ultimate consumer.
16The Many Faces of Retailing: In-Store, Direct and Internet
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Chapter
Wheel of Retailing
• Hypothesized process of change in retailing, which suggests that new types of retailers gain a competitive foothold by offering lower prices through the reduction or elimination of their prices gradually rise, so that they then become vulnerable to a new low-price retailer with minimum services -- and the wheel turns.
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Chapter
Chain Store
• Group of retail stores that are centrally owned and managed and that handle the same lines of products.
The Many Faces of Retailing: In-Store, Direct and Internet 16
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Chapter
Marketing Strategy in Retailing
16The Many Faces of Retailing: In-Store, Direct, and Internet
Figure 16.1
Identify market segments, select target market
Analyze competitors’ strengths and weaknesses
Develop acompetitive retail marketing mix thatfits the target market
Retail Marketing Mix• Goods and services Strategy• Location and Distribution Strategy• Pricing Strategy• Retail Image and Promotional Strategy
Target Market
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Chapter
Retail Marketing Mix
• Goods and Services Strategy• Retail Pricing Strategy• Location and Distribution Strategy• Image and Promotional Strategy• The Differentiation Triangle
16The Many Faces of Retailing: In-Store, Direct, and Internet
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Chapter
Location and Distribution Strategy
Retail Trade Area AnalysisStudies that assess the relative drawingpower of alternative locations.
Law of Retail GravitationPrinciple that delineates the retail trade areaof a potential site on the basis of distancebetween alternative locations and relativepopulations.
16The Many Faces of Retailing: In-Store, Direct and Internet
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Chapter
• The consumer’s perception of a store and of the shopping experience it provides.
16Retail Image
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• Differentiation of a retail store from competitors in the same strategic group through price, location, and store atmosphere and service.
16Differentiation Triangle
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Chapter 16Differentiation Triangle: Avenues for Differentiation Within Strategic Groups
The Many Faces of Retailing: In-Store, Direct and Internet
Figure 16.2
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Price
Location Store Atmosphere and Service
Chapter 16Bases for Classifying Retailers
The Many Faces of Retailing: In-Store, Direct and Internet
Figure 16.3
RetailerClassifications
Shopping Effort Expendedby CustomersConvenience - preferenceretailersShopping storesSpecialty outlets
Location of Retail TransactionsRetail storesNonstore retailingHouse-to-houseMail order and telephoneAutomatic merchandising Internet
Form of OwnershipCorporate chain storesIndependent retailersAssociation of independentsRetail cooperativeVoluntary chainFranchise
Services Provided to CustomersSelf-service Supermarkets, vending machines, warehouse retailersSelf-selection Mail-order retailing, discount retailers Limited service Door-to-door, sales, variety storesFull-service Specialty stores, department stores, large-format specialty stores
Margin and TurnoverHigh-margin/low-turnover retailers Jewellery storesLow-margin/low-turnover retailers Not viableLow-margin/high-turnover retailers Discount department stores, discount stores, big box storesHigh-margin/high-turnover retailers convenience stores
Product LinesLimited-line retailer Clothing, furnitureSpecialty retailer Sporting goods, tanning salon bookstoreGeneral-merchandise retailer Department store, discount store, catalogue retailer
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Chapter
• Retailer that offers a large assortment of a single line of products or a few related lines of products.
16Limited-Line Store
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• Large-scale, departmentalized retail store offering a large variety of food products.
16Supermarket
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• Retailer that handles only part of a single line of products.
16Specialty Store
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• Large retailer that handles a variety of merchandise.
16Department Store
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• Retailer that offers an extensive range and assortment of low-priced merchandise.
16Variety Store
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• Retailer that concentrates on high turnover of items, emphasizes lower prices than department stores, and offers reduced services.
16Mass Merchandiser
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• Retailer that, in exchange for reduced price such traditional retail services as credit, sales assistance by clerks, and delivery.
16Discount House
The Many Faces of Retailing: In-Store, Direct and Internet
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• Very large, warehouse-type retail store that offers low prices because of its no-frill format and paid membership requirement.
16Membership and Warehouse Club
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• Large, warehouse-type retail store that specializes in selling a great variety of one category of merchandise at very low prices.
16Large-Format Specialty Store
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• Groupings of two or more large-format retailers that result in large customer drawing power.
16Power Node
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• Mass merchandiser that operates on a low-price, self-service basis and carries lines of soft goods, hard goods, and groceries.
16Hypermarket
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• Retailer that specializes in selling manufacturers’ excess stocks of brand-name merchandise at a discount.
16Off-Price Retailer
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• Retailer that sells castoff clothes, furniture, and other products.
16Recycled Merchandise Retailer
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• Specialty retailer that either comes into a bankrupt store and handles the closeout, or buys the entire lot and sells it in its own stores.
16Liquidator
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• Retailer that mails catalogues to its customers and operates from a showroom displaying samples of its products.
16Catalogue Retailer
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• Retailer that sells products by direct contact between the retailer-seller and the customer at the home of the customer.
16House-to-House Retailer
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• The development of a network among consumers to sell and deliver from one level of consumers to another using social obligation, personal influence, and motivational techniques.
16Multilevel Marketing
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• Retailer that offers its customers the option of placing merchandise orders by mail, by telephone, or by visiting the mail-order desk of a retail store.
16Mail-Order Merchandiser
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Chapter
Past and Future Modes of Marketing
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16The Many Faces of Retailing: In-Store, Direct and Internet
Figure 16.4
Time Bound Time Free
Location Free
Location Bound
GravitationalCommerce
DigitalCommerce
Chapter
• Retailing via Internet.
16E-tailing
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Chapter
Insurance/financial servicesComputer hardware/softwareTravel servicesBooks, magazines, music/videosFlowers, gifts, greeting cardsOffice supplies
Cars Sporting goodsConsumer electronics/appliancesFood and beveragesCollectiblesApparel, shoes, accessHealth and beauty products
Toys and gamesTools/home improvement productsHome furnishings
16Potential Of Products to Be Sold on the Internet
The Many Faces of Retailing: In-Store, Direct and Internet
Figure 16.5
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Relative Potential Retail Categories
High
Moderate
Low
Chapter
• Group of retail stores planned, coordinated, and marketed as a unit to shoppers in a particular geographic trade area.
16Planned Shopping Centre
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• Neighbourhood Shopping Centre• Community Shopping Centre• Regional Shopping Centre
16Types of Shopping Centres
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• The retail practice of carrying dissimilar lines to generate added sales volume.
16Scrambled Merchandising
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