Presentation prepared by Robin Roberts, Griffith University and Mike Spark, Swinburne University of Technology. Chapter 13 Retailing and e-distribution. Chapter Objectives. Understand the purpose and function of retailers in the marketing channel Identify major types of retailers
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Presentation prepared by Robin Roberts, Griffith University and Mike Spark, Swinburne University of Technology
Retailing includes all transactions in which buyers are the ultimate consumers, who intend to consume the product through personal, family or household use.
Specialty retailers emphasise narrow and deep assortments
There are 3 main types:
Traditional Specialty Retailers
Consumer purchases may result from social and
Consumers shop for various reasons, retailers
must do more….
Factors affecting location
Types of Locations
Today Tonight footage courtesy of Seven Network
Intent of scrambled merchandising:
The wheel of retailing
A hypothesis holding that new
retailers usually enter the market as
low-status, low-margin, low-price
operators but eventually evolve into
high-cost, high price merchants
Non-store retailing is the selling of
products outside of the confines of a
Three factors spurring growth:
Direct marketing— use of telecommunications
and non-personal media to introduce products
A type of marketing in which an organisation provides a catalogue from which customers can place orders by mail, telephone and the internet
The role of e-distribution is to make the
products available at the right time, at
the right place, in the right quantities
B2B e-distribution has benefited from
organisational resources available to build
technologically advanced networks among
manufacturers and supply chain members.
A form of licensing in which a franchiser in exchange for a financial commitment, grants a franchisee the right to market its product in accordance with the franchiser’s standards.
Retail franchises fall into three major categories: