chapter 17 outline - Chapter 17: Retailing I. The Value of...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 17: Retailing I. The Value of Retailing Consumer Utilities Offered by Retailing o Time, place, form, possession Global Economic Impact of Retailing o Three of USs largest businesses are retailers II. Classifying Retail Outlets Form of Ownership o Independent Retailer Owned by an individual Owner can be his or her own boss o Corporate Chain Multiple outlets under common ownership Chain operation: centralization in decision making Can bargain with manufacturer to obtain good service or volume discounts Consumers benefit from multiple outlets with similar merchandise and consistent management o Contractual Systems Independently owned stores that band together to act like a chain Business-format franchises vs. product-distribution franchises Franchising offers an opportunity for people to enter a well-known, established business for which managerial advice is provided Also, franchise fee may be less than setting up an independent business Level of Service o Self-service: customers perform many functions, little provided by outlet o Limited Service: provide some services such as return, but not others, like clothing alterations o Full-service: many services provided to customers Type of Merchandise Line o Depth of product line Considerable assortment of a related line of items limited-line stores Single-line stores carry tremendous depth in one primary line (Victorias Secret) Specialty discount outlets focus on one type of product...
View Full Document

Page1 / 4

chapter 17 outline - Chapter 17: Retailing I. The Value of...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online