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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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Presentation Transcript
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
  • 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

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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