营销管理ch17-零售与直销.pptVIP

17 Retailing and Direct Marketing Objectives To understand the purpose and function of retailers in the marketing channel To identify the major types of retailers To understand direct marketing and two other forms of nonstore retailing To examine major types of franchising and the benefits and weaknesses of franchising To explore strategic issues in retailing Chapter Outline The Nature of Retailing Major Types of Retail Stores Direct Marketing Other Types of Nonstore Retailing Franchising Strategic Issues in Retailing The Nature of Retailing Retailing Transactions in which ultimate consumers are the buyers Retailers Organizations that purchase products for the purpose of reselling them to ultimate consumers Retailers add value—shopping convenience, services, and purchasing assistance to customers Retailers create utility—time, place, possession, and form Success in retailing comes from having a strong customer focus coupled with desired levels of service, product quality, and innovation. Major Types of Retail Stores General-Merchandise Retailers A retail establishment that offers a variety of product lines Department stores Large retail organizations characterized by wide product mixes and organized into separate departments to facilitate marketing efforts and internal management Discount stores Self-service, general merchandise stores offering brand name and private brand products at low prices Major Types of Retail Stores (cont’d) General-Merchandise Retailers (cont’d) Supermarkets Large, self-service stores that carry a complete line of food products, along with some nonfood products Superstores Giant retail outlets that carry food and nonfood products found in supermarkets, as well as most routinely purchased consumer products Major Types of Retail Stores (cont’d) General-Merchandise Retailers (cont’d) Hypermarkets Stores that combine supermarket and discount shopping in one location Warehouse clubs Large-scale, members-only establishments that combine featu