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Chapter 13 - 13 LearningObjectives ,youshouldbeableto 1...

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Retailing and Wholesaling 13 13 Principles of Marketing
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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
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Chapter Outline 1. Retailing 2. Wholesaling 13-3
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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
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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
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Retailing Types of Retailers Classified in terms of: Amount of service Product lines Relative price 13-6
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Retailing Types of Retailers Amount of service Self service Limited service Full service 13-7
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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
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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
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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
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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
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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
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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
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Retailing Types of Retailers Relative Prices Discount stores Office price retailers Factory outlets Warehouse clubs 13-14
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Retailing Types of Retailers Relative Prices Discount stores
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