Chapter 13 - Retailing and Wh Principles of Marketing Learning Objectives After studying this chapter you should be able to 1 Explain the roles of

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Unformatted text preview: Retailing and Wholesaling 13 13 Principles of Marketing Learning Objectives After studying this chapter, you should be able to: 1. Explain the roles of retailers and wholesalers in the distribution channel 2. Describe the major types of retailers and give examples of each 3. Identify the major types of wholesalers and give examples of each 4. Explain the marketing decisions facing retailers and wholesalers 13-2 Chapter Outline 1. Retailing 2. Wholesaling 13-3 Retailing Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use Retailers are businesses whose sales come primarily from retailing 13-4 Retailing Non-store retailing includes selling to final consumers through: Direct mail Catalogs Telephone Internet TV shopping Home and office parties Door-to-door sales Vending machines 13-5 Retailing Types of Retailers Classified in terms of: Amount of service Product lines Relative price 13-6 Retailing Types of Retailers Amount of service Self service Limited service Full service 13-7 Retailing Types of Retailers Amount of Service Self-service retailers serve customers who are willing to perform their own locate-compare- select process to save money Wal-Mart Supermarkets 13-8 Retailing Types of Retailers Amount of Service Limited service retailers provide more sales assistance because they carry more shopping goods about which customers need more information Sears JC Penney 13-9 Retailing Types of Retailers Amount of Service Full-service retailers assist customers in every phase of the shopping process, resulting in higher costs that are passed on to the customer as higher prices Department stores Specialty stores 13-10 Retailing Types of Retailers Amount of Service Specialty stores carry narrow product lines with deep assortments within the product lines Department stores carry a wide variety of product lines Convenience stores carry a limited line of high-turnover convenience goods 13-11 Retailing Types of Retailers Amount of Service Superstores offer a large assortment of routinely purchased food products, no food items, and services Supercenters have very large combination food and discount stores 13-12 Retailing Types of Retailers Amount of Service Category killers are large stores that carry a very deep assortment of a particular line with a knowledgeable staff Service retailers product lines are actually service 13-13 Retailing Types of Retailers Relative Prices Discount stores Office price retailers Factory outlets Warehouse clubs 13-14 Retailing Types of Retailers Relative Prices Discount stores...
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This note was uploaded on 04/08/2011 for the course BUS 312 taught by Professor Wittenberg,h during the Spring '08 term at University of Hawaii, Manoa.

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Chapter 13 - Retailing and Wh Principles of Marketing Learning Objectives After studying this chapter you should be able to 1 Explain the roles of

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