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Chapter 1. Retail Management? Introduction, scope and trends in Retailing. Faiza Nasir. Refreshor!!!!. Management Marketing Product Marketing vs. Service Marketing SWOT analysis 4 Ps or Marketing Mix Branding Distribution & Placement Positioning

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Chapter 1

Chapter 1

Retail Management?

Introduction, scope and trends in Retailing

Faiza Nasir


Refreshor
Refreshor!!!!

  • Management

  • Marketing

  • Product Marketing vs. Service Marketing

  • SWOT analysis

  • 4 Ps or Marketing Mix

  • Branding

  • Distribution & Placement

  • Positioning

  • Retail Managers (in organizations & in retail outlets)

  • Franchising, Dealership, Service Retailing


Distribution network
Distribution Network

  • Distributor

  • Broker / Agent

  • Factory Outlet

  • Wholesalers

  • Retailers


Issues in retailing
Issues in Retailing

  • How can we best serve our customers while earning a fair profit?

  • How can we stand out in a highly competitive environment where consumers have too many choices?

  • How can we grow our business, while retaining a core of loyal customers?


A typical channel of distribution
A Typical Channel of Distribution

Retailer

Manufacturer

Wholesaler

Final

Consumer



Relationship management among retailers and suppliers
Relationship Management Among Retailers and Suppliers Mix)

  • Disagreements may occur:

    • control over channel

    • profit allocation

    • number of competing retailers

    • product displays

    • promotional support

    • payment terms

    • operating flexibility


Distribution types
Distribution Types Mix)

  • Exclusive: suppliers make agreements with one or few retailers that designate the latter as the only ones in a specified geographic area to carry certain brands or products

  • Intensive: suppliers sell through as many retailers as possible

  • Selective: suppliers sell through a moderate number of retailers


Special characteristics affecting retailers
Special Characteristics Affecting Retailers Mix)

Small

Average

Sale

Impulse

Purchase

Retailer’s

Strategy

Popularity

of

Stores



Customer service
Customer Service Mix)

  • Activities undertaken by a retailer in conjunction with the basic goods and services it sells.

    • Store hours

    • Parking

    • Shopper-friendliness

    • Credit acceptance

    • Salespeople


Relationship retailing
Relationship Retailing Mix)

  • Seek to establish and maintain long-term bonds with customers, rather than act as if each sales transaction is a completely new encounter

    • Concentrate on the total retail experience

    • Monitor satisfaction

    • Stay in touch with customers

    • Develop customer database


Key drivers
Key Drivers Mix)

  • Consumer Pull

  • Rising incomes

  • Explosion of media

  • Change in consumer behavior

  • Consumerism cycle

  • The Rural market: Waking up

  • Supply chain establishment

  • Entry of Corporate sector

  • Expansion of family owned businesses

  • New Entrepreneurs

  • Reducing Brand dominance

  • Foreign retailers seeking entry

  • Technological impact


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