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Marketing 13

Marketing 13. Retailing. RETAILING -- 13. Types Classification Non-store retailing Franchising Retail Strategy Global considerations. RETAILING. DEFINITION (p. 436) To ultimate consumer Classification based on: Ownership Independent; Chain; Franchise Level of Service

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Marketing 13

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  1. Marketing 13 Retailing

  2. RETAILING -- 13 • Types • Classification • Non-store retailing • Franchising • Retail Strategy • Global considerations 13.1

  3. RETAILING • DEFINITION (p. 436) To ultimate consumer • Classification based on: • Ownership • Independent; Chain; Franchise • Level of Service • Full/High  None • Product Assortment • Specialty vs. Full Line • Price • Retail  Discount & Off-Price 13.2

  4. Major Types of Retail Operations • Department Stores • Organization • National Chain • Federated, Mays, Nordstrom • Declining Growth • & Changing merchandise 13.3

  5. Major Types of Retail Operations • Specialty stores • Size • Convenience • & Selection • Growth 13.4

  6. Major Types of Retail Operations • Supermarkets • Spending • 60% of food $ • One stop shopping • Loyalty programs • Diversify • Scrambled (Wide Variety of Products) • Gas • Ethnic 13.5

  7. Major Types of Retail Operations • Drugstores • OTC & + • Convenience store products • Convenience stores • Neighborhood • Convenience items • Restaurants • Chain • Ethnic • Specialty 13.6

  8. Major Types of Retail Operations • Discount stores • Full line discounters • Ltd service; assortment “hard goods” (housewares, toys, auto, hardware, sports, garden, clothing, bedding…) Wal-Mart • Super centers • Grocery + general merchandise + Services (Rx, dry cleaning, portrait, photo, hair, optical, restaurant…) Wal-Mart Super Center • Specialty Discount Stores • Nearly complete, single line (sports, electronic, auto, office suppliers). • Category killers • Warehouse/membership clubs • Costco, BJ’s, Sam’s • Off price retailers • TJ Maxx, Ross, Marshall’s, Tuesday Morning 13.7

  9. Non-store Retailing • Automatic Vending • Soft drinks & Snack foods • = 85% of $40 Billion/yr. • Direct Retailing • Avon, Mary Kay, Cutco • Direct Marketing • direct mail, catalogs • Electronic Retailing • QVC, online BA Vending Machines 13.8

  10. FRANCHISING • Important part of retailing • Product and trade name • Business format • Cost • Risk/Reward 13.9

  11. Targeting, & Positioning Marketing Research & Analysis Product Environmental Scanning & Analysis Price Service, Operations & Channel Partnerships Location Integrated Marketing Communication Retail Marketing Strategy Customers 13.10

  12. Six P’s of Retailing • Product • Place • Promotion • Price • Presentation • Personnel

  13. RETAIL MIX • Product Offering • Product assortment or Merchandise Mix • Width and depth • Efficient Consumer Response • Need to manage inventory • Electronic Data Interchange • Cut price on slow movers • Private Brands • Kenmore, Craftsman, Die Hard 13.11

  14. RETAIL MIX • Location • Free Standing: Destination Stores • Shopping Center • Neighborhood: AKA Strip Centers • Community: One or two anchors • Regional Malls: ‘nuff said. • Lifestyle Centers: Open air, Yuppified 13.12

  15. RETAIL MIX • Pricing • Key in positioning • Everyday low pricing 13.13

  16. RETAIL MIX • Presentation – Atmosphere • Employees • Merchandise • Fixtures • Sound • Odors • Visuals 13.14

  17. New Developments in Retailing • Interactivity • Increase customer involvement • Entertainment • Guests • Fishing at LL Bean, climbing at REI • M-commerce • Cell phones, PDA • Buy a Coke by phone

  18. EXERCISE • Select a discount retailer and a specialty retailer. For each describe their retail mix. Refer to the previous five slides. 13.15

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