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solomon16_basic - MARKETING Real People Real Choices Fourth...

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CHAPTER 16 Retailing: Bricks and Clicks M A R K E T I N G Real People, Real Choices Fourth Edition
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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
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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
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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
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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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