东华大学市场营销学课件 (11)

Major types of retailers:
-specialty stores -department stores -supermarkets -convenience stores -superstore -discount stores -off-price retailers -factory outlets -independent-off price retailers -catalog showrooms -warehouse clubs(or wholesale clubs)
Wholesaler: A firm engaged primarily in wholesaling activity.
东华大学旭日工商管理学院
MARKETING An Introduction
Wholesaling
----the functions of wholesalers
• Selling and promoting • Buying and assortment building • Bulk-breaking • Warehousing • Transportation • Financing • Risk bearing • Market information • Management services and advice
• Direct Selling
Door-to-door retailing: Selling door to door, office to office, or at home-sales parties.
• Automatic Vending: Selling through vending machines.
东华大学旭日工商管理学院
MARKETING An Introduction
Store Retailing(3)
★ Retail Organizations
Chain stores: Two or more outlets that are commonly owned and controlled, have central buying and merchandising, and sell similar lines of merchandise. Franchise: A contractual association between a manufacturer, wholesaler, or service organization(a franchiser)and independent businesspeople(franchisees)who buy the right to own and operate one or more units in the franchise system.
东华大学旭日工商管理学院
MARKETING An Introduction
Store Retailing(1)
★Amount of Service
-Self-service retailers -Limited-service retailers
★ Product Line
Specialty store: A retail store that carries a narrow product line with a deep assortment within that line. Department store: A retail organization that carries a wide variety of product lines-typically clothing, home furnishings, and household goods. Supermarkets: Large, low-cost, low-margin, high-volume, self-service stores that carry a wide variety of food, laundry, and household products. Convenience store: A small store located near a residential area that is open long hours seven days a week and carries a limited line of high-turnover convenience goods. Superstore: A store almost twice the size of a regular supermarket that carries a large assortment of routinely purchased food and nonfood items and offers many services. Hypermarkets: Huge stores that combine supermarket, discount, and warehouse retailing; in addition to food, they carry furniture, appliances, clothing, and many other products.
Shopping center: A group of retail businesses planned, developed, owned, and managed as a unit.
东华大学旭日工商管理学院
MARKETING An Introduction
Retailer Marketing Decisions(2)
• E-retailing
东华大学旭日工商管理学院
MARKETING An Introduction
Retailer Marketing Decisions(1)
• • • • • Target Market and Positioning Product Assortment and Services Decision Price Decision Promotion Decision Place Decision
东华大学旭日工商管理学院
MARKETING An Introduction
Types of Wholesalers(1)
• Merchant wholesalers: Independently owned businesses that take title to the merchandise that they handle. • Full-service wholesalers: Provide a full line of services: carrying stock, maintaining a sales force, offering credit, making deliveries, and providing management assistance. • Wholesale merchants: Sell primarily to retailers and provide a full range of services. • Industrial distributors: Sell to manufacturers rather than to retailers.Provide several services and may carry a broad range of merchandise.
Retailer marketing mix Retailer strategy Target market Retail store positioning

Product and service assortment
Prices Promotion Place(location)
Figure 12-1 Retailer marketing decisions
Chapter 12
RETAILING AND WHOLESALING
• • • • • • • • • • Retailing Store Retailing Non Store Retailing Retailer Marketing Decisions The future of Retailing Wholesaling Types of Wholesalers Wholesaler Marketing Decision Marketing Mix Decisions Trends in Wholesaling
东华大学旭日工商管理学院
MARKETING An Introduction
Non Store Retailing
• Direct Marketing: Marketing through various advertising
media that interact directly with consumers, generally calling for the consumer to make a direct response.
东华大学旭日工商管理学院
MARKETING An Introduction
Store Retailing(2)
★ Relative Price
Discount store: A retail institution that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume. Off-price retailers: retailers that buy at less than regular wholesale prices and sell at less than retail. Independent off-price retailers: Off-price retailers that are either owned and run by entrepreneurs or are divisions of larger retail corporations. Factory outlets: Off-price retailing operations that are owned and operated by manufacturers and that normally carry the manufacturer’s surplus, discontinued, or irregular goods. Warehouse club(wholesale club): Off-price retailer that sells a limited selection of brand-name grocery items, appliances, clothing, and a hodgepodge of other goods at deep discounts to members who pay annual membership fees. Catalog showroom: A retail operation that sells a wide selection of high-markup, fast-moving, brand-name goods at discount prices.
东华大学旭日工商管理学院
MARKETING An Introduction
Wholesaling
Wholesaling: All activities involved in selling goods and services to those buying for resale or business use.
MARKETING An Introduction
东华大学旭日工商管理学院
Retailing(1)
Retailing: All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. Retailers: Business whose sales come primarily from retailing.