Marketing 13.pptVIP

Principles of Marketing Retailing and Wholesaling Learning Objectives After studying this chapter, you should be able to: Explain the roles of retailers and wholesalers in the distribution channel Describe the major types of retailers and give examples of each Identify the major types of wholesalers and give examples of each Explain the marketing decisions facing retailers and wholesalers Chapter Outline Retailing Wholesaling Retailing Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use Retailers are businesses whose sales come primarily from retailing Retailing Non-store retailing includes selling to final consumers through: Direct mail Catalogs Telephone Internet TV shopping Home and office parties Door-to-door sales Vending machines Retailing Types of Retailers Classified in terms of: Amount of service Product lines Relative price Retailing Types of Retailers Amount of service Self service Limited service Full service Retailing Types of Retailers Amount of Service Self-service retailers serve customers who are willing to perform their own locate-compare-select process to save money Wal-Mart Supermarkets Retailing Types of Retailers Amount of Service Limited service retailers provide more sales assistance because they carry more shopping goods about which customers need more information Sears JC Penney Retailing Types of Retailers Amount of Service Full-service retailers assist customers in every phase of the shopping process, resulting in higher costs that are passed on to the customer as higher prices Department stores Specialty stores Retailing Types of Retailers Amount of Service Specialty stores carry narrow product lines with deep assortments within the product lines Department stores carry a wide variety of product lines Convenience stores carry a limited line of high-turnover convenience goods Retailing Types of Retailers Amount of Service Superstores of