ch 13 Retailing and Wholesaling

ch 13 Retailing and Wholesaling - and managed as a unit...

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Retailing and Wholesaling Chapter 13 Chapter 13
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Retail Organization
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Types of Retailers
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Retail Decisions
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Retailing: Product Segmentation targeting, differentiation, and positioning involves the definition and profile of the market so the other retail marketing decisions can be made Product assortment and service decisions include: Product assortment
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Retail: Price Price policy must fit the target market and positioning, product and service assortment, and competition High markup on lower volume Low markup on higher volume
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Retailing: Place Central business districts are located in cities and include department and specialty stores, banks, and movie theaters Shopping center is a group of retail businesses planned, developed, owned,
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Unformatted text preview: and managed as a unit Strip Mall is a group of small retail businesses located in a smaller part of Retail: Promotion Public relations Advertising Personal Selling Direct Marketing Wheel-of-retailing Many new types of retailing forms begin as low-margin, low-price, low-status operations, and challenge established retailers. As they succeed they upgrade their facilities and offer more services, increasing their costs and forcing them to increase prices, eventually becoming the retailers they replaced. Future of Retail Growth of non-store retailing includes: Mail order, Television, Phone, Online Retail convergence The rise of megaretailers Growing importance of retail technology...
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ch 13 Retailing and Wholesaling - and managed as a unit...

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