solomon16_basic - CHAPTER 16 Retailing: Bricks and Clicks M...

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Unformatted text preview: CHAPTER 16 Retailing: Bricks and Clicks M A R K E T I N G Real People, Real Choices Fourth Edition 16-2 Chapter Objectives Define retailing and understand how retailing evolves Describe how retailers are classified Describe the more common forms of nonstore retailing Describe the B2C e-commerce, its benefits, limitations, and future promise Understand the importance of store image to a retail positioning strategy and explain how a retailer can create an image in the marketplace 16-3 Retailing Final stop on the distribution path The process by which products are sold to consumers for personal use Retailers add value with image, inventory, service quality, location, and pricing policies 16-4 The Wheel of Retailing New types of retailers find it easiest to enter the market by offering goods at lower prices than competitors; after they gain a foothold, they gradually trade up, improving facilities and increasing the quality and assortment of merchandise, and offering special amenities; upscaling increases costs causing prices to rise; higher prices open the door for a new entrant charging lower prices 16-5 Retail Life Cycle Retailers are also products because they provide benefits and must offer a competitive advantage to survive Introduction: new retailer takes a unique...
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This note was uploaded on 10/19/2009 for the course MKT 08773 taught by Professor R.grown during the Spring '09 term at University of Arizona- Tucson.

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solomon16_basic - CHAPTER 16 Retailing: Bricks and Clicks M...

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