0324536380_77284

0324536380_77284 - CHAPTER14 Retailers, Wholesalers, and...

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Chapter Objectives Retailers, Wholesalers, and Direct Marketers CHAPTER    14 1 2 4 7 8 Explain the wheel of retailing. Discuss how retailers select target markets. Show how the elements of the marketing mix apply to retailing strategy. Explain the concepts of retail convergence and scrambled merchandising. Identify the functions performed by wholesaling intermediaries. Outline the major types of independent wholesaling intermediaries and the appropriate situations for using each. Compare the basic types of direct marketing and nonstore retailing. Describe how much the Internet has altered the wholesaling, retailing, and direct marketing environments. 5 3 6
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CHAPTER 14 Retailers, Wholesalers, and Direct RETAILING Retailing Activities involved in selling merchandise to ultimate consumers. • Retailers act as both customers and marketers in their channels. EVOLUTION OF RETAILING • Began with general stores that stocked a wide variety of merchandise. • Rise of supermarkets in the early 1930s. • Discount stores in the 1950s, convenience stores in the 1960s, and off- price retailers in the 1980s and 1990s. Wheel of retailing Hypothesis that each new type of retailer gains a competitive foothold by offering lower prices than current suppliers charge; the result of reducing or eliminating services.
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CHAPTER 14 Retailers, Wholesalers, and Direct RETAILING STRATEGY • Retailers must select a target market and develop a retailing mix to satisfy the chosen market. SELECTING A TARGET MARKET • Consider size and profit potential of the market and the level of competition. MERCHANDISING STRATEGY • Must decide on general merchandise categories, product lines, items within the product lines, and the depth and width of its assortments. • Category management—overseeing an entire product line for both vendors and retailers and is responsible for the profitability of the product group.
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This note was uploaded on 03/26/2011 for the course MKT 320 taught by Professor Finder during the Spring '08 term at North Alabama.

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0324536380_77284 - CHAPTER14 Retailers, Wholesalers, and...

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