Marketing_Management_kotler13_basic

Marketing_Management_kotler13_basic -...

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13 - 1 Retailing and Wholesaling Chapter 13
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13 - 2 Learning Goals 1. Understand the roles of retailers and  wholesalers in the marketing channel. 2. Know the major types of retailers and  marketing decisions they face. 3. Know the major types of wholesalers  and the marketing decisions they face.
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13 - 3 Current annual sales  approximately $260 billion Value proposition is  “Always Low Prices,  Always!” Wal-Mart executives spend  at least two days a week  visiting stores to stay  connected with customers The first to call employees  “associates” to denote the  partnership Wal-Mart maintains low  prices by keeping a sharp  eye on costs including  “tough” buying practices Technological advances in  distribution and  communications systems  help efficiency and lowers  costs Lower advertising as a  percentage of sales helps  keep costs low Case Study Wal-Mart
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13 - 4 Definitions Retailing All activities involved in selling goods  or services directly to final consumers  for their personal, nonbusiness use. Retailer Business whose sales come primarily  from retailing. Goal 2:  Know the major types of retailers
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13 - 5 Types of Retailers Retailing Specialty Stores Department  Stores Supermarkets Discount Stores Convenience  Stores Off-Price Retailers Superstores Goal 2:  Know the major types of retailers
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13 - 6 Retailing Amount of service Product lines Relative prices Organizational  approach Self-service retailers Customers are willing to  self-serve to save money Convenience stores and  fast moving shopping  goods Limited-service retailers Most department stores Full-service retailers
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This note was uploaded on 10/01/2011 for the course MKT 702 taught by Professor Eminesozer during the Fall '11 term at University of Michigan.

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Marketing_Management_kotler13_basic -...

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