第13章零售和批发.pptVIP

* * * Note to Instructor This is a good time to visit the Web site for Trader Joe’s. Ask the students who they target and how they position their business. You can also ask students how this is different that Whole Foods which is discussed in the text. * Note to Instructor Product assortment should differentiate the retailer while matching target shoppers’ expectations. Offers merchandise that no other competitor carries: Private or national brands Merchandising events Highly targeted product assortment Services mix should also serve to differentiate the retailer from the competition with customer support. Store atmosphere is the physical layout that makes moving around the store hard or easy. * * Note to Instructor Discussion Question Why would a retailer engage in high-low pricing? In most cases it is to increase store traffic, clear out unsold merchandise, create a low price image, or attract customers who will buy other goods at full price. * Note to Instructor Ask students for examples of retailers that advertise heavily. They might even be able to mention a local retailer whose ads they seem to constantly see on television. Local furniture stores and car dealers invest heavily on local television. * Note to Instructor Central business districts are declining. Students might even be able to cite examples in their home town where shopping centers are being built but central business districts are failing to thrive. Shopping centers can be: Regional shopping centers Community shopping centers Neighborhood shopping centers Power center Lifestyle centers * Note to Instructors Discussion Question Are there retailers (coffee shops, restaurants) where you tend to hang out with their friends or to sit for a long time? How does the retailer creates this environment? Is it good for the retailer? * * Note to Instructor Discussion Question What percent of your purchases are online? Why is it low for some types of products? It might be surprising to see that for certai