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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


The retailer s role in the sorting process link to mkt mix

The Retailer’s Role in the Sorting Process (link to Mkt. Mix)


Relationship management among retailers and suppliers

Relationship Management Among Retailers and Suppliers

  • Disagreements may occur:

    • control over channel

    • profit allocation

    • number of competing retailers

    • product displays

    • promotional support

    • payment terms

    • operating flexibility


Distribution types

Distribution Types

  • 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

Small

Average

Sale

Impulse

Purchase

Retailer’s

Strategy

Popularity

of

Stores


Eliminating shopper boredom

Eliminating Shopper Boredom


Customer service

Customer Service

  • 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

  • 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

  • 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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