retailing 16
Retailing 16
Retailing o Role of Retailing in Distribution n Changing Nature of Retailing o Retailer Marketing Decisions
Retailing Role of Retailing in Distribution Changing Nature of Retailing Retailer Marketing Decisions
Retailing defined An intermediary that sells primarily to ultimate consumers D Activities involved in sale of goods/services to ultimate users of these goods/services
Retailing Defined An intermediary that sells primarily to ultimate consumers Activities involved in sale of goods/services to ultimate users of these goods/services
Market strategy decisions for Retailers o Product Decisions merchandise assortment? Service /eve/? o Pricing Decisions? o Placement Decisions store versus nonstore retailing Store location o Promotion Decisions? o Store Image and Atmospherics?
Market Strategy Decisions for Retailers Product Decisions • merchandise assortment? • Service level? Pricing Decisions? Placement Decisions • store versus nonstore retailing? • Store location? Promotion Decisions? Store Image and Atmospherics?
Product decisions o Merchandise Assortments Retailers build assortments Sell tennis racquets, tennis balls, sports clothes hair bands. etc o Service Leve/ can reduce money, time and effort of shopper
Product Decisions Merchandise Assortments • Retailers build assortments • Sell tennis racquets, tennis balls, sports clothes, hair bands, etc… Service Level • can reduce money, time and effort of shopper
Restaurants with Different Assortments
Restaurants with Different Assortments
ervice leve n extent of extra services provided to customers
Service Level extent of extra services provided to customers
Pricing decisions o Factory Outlet o Full line discount store o Department store
Pricing Decisions Factory Outlet Full line discount store Department store
Placement decisions n depends on type of business target customer
Placement Decisions depends on type of business & target customer
Nonstore Retailing o Direct Marketing catalogs o Vending machines o Interactive kiosks a Television home shopping on television o Computer-based retailing on the Internet Coca-Cola is a registered trademark
Nonstore Retailing Direct Marketing • catalogs Vending machines Interactive kiosks Television home shopping on television Computer-based retailing on the Internet Coca-Cola is a registered trademark
