Chap12_MAR255Slides

Chap12_MAR255Slides - CHAPTER TWELVE Retailers,...

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Unformatted text preview: CHAPTER TWELVE Retailers, Wholesalers, and Their Strategy Planning 1. Understand the differences among the conventional and nonconventional retailers including Internet merchants and others who accept the mass-merchandising concept. 2. Understand scrambled merchandising and the ZKHHO RI UHWDLOLQJ When we finish this lecture you should Must Select Target Markets and Marketing Mixes Carefully Marketers Must Understand Retailer/ Wholesaler Evolution Must Select Target Markets and Marketing Mixes Carefully Marketers Must Understand Retailer/ Wholesaler Evolution Wholesalers and Retailers Plan Their Strategies Retailing Deals with Final Customers Convenience Product Selection Fairness in Dealings Helpful Information Prices Social Image Convenience Product Selection Fairness in Dealings Helpful Information Prices Social Image 3ODQQLQJ D 5HWDLOHUV 6WUDWHJ\ Key Features Affecting &RQVXPHUV Retail Choice Shopping Atmosphere Conventional Offerings Single- & limited- line stores Expanded...
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Chap12_MAR255Slides - CHAPTER TWELVE Retailers,...

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