Ch 17 - Retailing - Class 17 Retailing Updated Schedule M...

Class 17: Retailing

Updated Schedule
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M 11/19 Retailing (Morgan Ward)
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W 11/21 No class
•
M 11/26 Advertising
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Course evaluations during this class period
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W 11/28 Sales
•
M 12/3 No Class
•
W 12/5 Implementation: Cathy Coughlin, CMO AT&T
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W 12/5 Test 4, 7-8:30 pm
•
04885 (2-3:30) GSB 2.124
•
04900 (9:30-11) UTC 1.144
•
04905 (12:30-2) WAG 101
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OPTIONAL FINAL
•
04885 (2-3:30) T 12/18, 9 am – noon
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04900 (9:30-11) M 12/17, 2 – 5 pm
•
04905 (12:30-2) F 12/14, 9 am – noon

Fit 4 Ps
•
Question: Where does “Retailing” fit in
the 4 Ps?
(Product, Place, Price, Promotion)
•
Define: Retail
–
All the activities associated with selling,
renting and providing goods and services to
ultimate consumers for personal, family or
household use.

Why is retail
Important?

It is important to understand customers’
needs when deciding on what kind of
retail environment is appropriate for
getting a product to the consumer

Consumer Utilities
Customer Needs
Served
–
A retailer that provides access to
products at convieniant times
–
E.g. 24 hour Supermarket
–
A retailer that provides
the production or
alteration of a product
–
E.g. ivillage.com
–
The retailer makes the
purchase process
easier
–
E.g. Saturn
Time Place
Form Possession
–
A retailer that provides access to
products at convieniant places
- E.g. ATM machines