Chptr 16 - 16-1Understand what the major types of marketing...

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Unformatted text preview: 16-1Understand what the major types of marketing intermediaries that occupy this sectorUnderstand what marketing decisions these marketing intermediaries makeUnderstand what are the major trends with marketing intermediaries16- 2BreakRetailing: activities involved in selling goods/services directly to final consumers for personal, non-business useA retailer or retail store is any business enterprise whose sales volume comes primarily from retailingStore retailers, non-store retailers & retail organizationsBest-known: department storeRetail-store types pass through stages of growth & decline - the retail life cycleLEVELS OF SERVICEThe The wheel-of-retailing wheel-of-retailing hypothesis:hypothesis:Normal retailers increase services & prices to cover costsHigher costs - opportunity for new stores to offer lower price & less serviceRetailers can position themselves as offering one of four levels of service:1.Self-service2.Self-selection3.Limited service4.Full serviceDifferent service levels with different breadths- 4 broad positioning strategies available to retailersFigure 16.1 Figure 16.1 Retail Positioning Map2-7Non-store retailing grow faster than store retailingFalls into 4 major categories:1.Direct Selling multilevel selling, network marketing2.Direct Marketing3.Automatic Vending4.Buying ServiceCoca-ColaCoca-Colavending machinevending machineShinjuku, JapanVending machines - effective distribution system in JapanProducts sold through vending machines - soft drinks, beers & cigarettes to instant noodlesRetailing Types of Retailers2-9CORPORATE RETAILINGIncreasing number of retail stores form corporate retailingAchieve economies of scaleGreater purchasing powerWider brand recognitionBetter-trained employeesMajor types ofcorporate retailing:1.Corporate chain stores2.Voluntary chains3.Retailer cooperatives4.Franchises5.Merchandising conglomerates2-11BreakRetail store assortments similarTo compete: Frequent merchandise update, store remodeling, own brand etc2 models emerging:2 models emerging:1.Strong retail brand approachIn-house brands feature strongly1.The showcase storeSells other brands & vendors responsible for stock, staff & selling space1. New retail forms & combinations2. Growth of intertype competition3. Competition between store-based & non- store-based retailing4. Growth of giant retailers5. Traditional trade - alive & well6. Growing investment in technology7. Global presence of major retailers8. Upgrading of Asian retailersFloating markets in ThailandFloating markets in Thailandtypical of how mobile traditional retailers are in locationtypical of how mobile traditional retailers are in locationsells products like fruits, handbags & cooked foodRetailingRetailing Trends in Retailing Trends in Retailing2-14Wet markets...
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Chptr 16 - 16-1Understand what the major types of marketing...

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