1 / 19

Retailing

Retailing. “SELLING IS MARKETING, BUT MARKETING IS NOT SELLING.”. Unit 4. Exploring Retail Marketing. What is Retailing?

gladys
Télécharger la présentation

Retailing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Retailing “SELLING IS MARKETING, BUT MARKETING IS NOT SELLING.” Unit 4

  2. Exploring Retail Marketing • What is Retailing? • The selling of products to the customer. Products include goods and services that have monetary value. Goods are tangible items that are made, manufactured, or gown that people want to buy and use. • The retail customer is the purchase of the goods and services from retailers.

  3. Retailers Offer Variety • Retailers Offer Variety - • Retailers Is Global/Internet/Catalog Retailers • Retailing is High Tech • Retailer Are Everywhere

  4. Nature of Retailing • Channels of Distribution: • Manufacturer – business that makes the products or goods for sale • Direct Channel – one in which the path leads directly from the manufacturer to the final consumer. • Indirect Channel – one in which the path follows more than one step. The item moves from the manufacturer to a wholesaler, then to the retailer and then finally the consumer.

  5. Channels of Distribution • Manufacturers/Producers • Agents Direct • Wholesales Indirect • Retailers • Consumers

  6. Retailers Using Categories • NAICS Codes • The North American Industry Classification System (NAICS)in a system used to categorize industries on the North American continent. • The retail industry has a separate classification.

  7. Monthly Retail Trade and Food Services 
NAICS Codes, Titles, and Descriptions  • NAICS Retail Industry Categories: • Code Category • 441 Motor Vehicle and Parts Dealers • 442 Furniture and Home Furnishing Stores • 443 Electronics and Appliance Stores • 444 Building Materials and Garden Equipment and Supplies Dealers • 445 Food and Beverage Stores • 446 Health and Personal Care Stores • 447 Gasoline Stations • 448 Clothing and Clothing Accessories Stores • 451 Sports Goods, Hobby, Book and Music Stores • 452 General merchandise stores • 453 Miscellaneous Store Retails • 454 Non-store retailers

  8. Types of Store Based Retailers • General Merchandise Retailers • Department Stores • Junior Department Stores • Specialist Stores • Category Specialty Stores • Discount Department Stores • Variety Stores • Off-Price Stores • Outlet Stores • Warehouse and wholesale Clubs

  9. Food Retailers • Supermarkets • Convenience Stores • Supercenters

  10. Types of Service Retailers • Service and Retailing

  11. Retail Store Locations • Importance of Location • Types of Store Locations • The store location is also related to the store image and the type of merchandises and services the store offers. If you are too far away from the target market, the number of customers will be fewer than in the location were convenient for target customers. • Shopping Centers • Strip Centers - A group of stores that feature a parking lot and is not an enclosed shopping area. It houses retail businesses by walkways. • Malls – a shopping area that is usually enclosed and has customer parking near the mall building. Separate parking may be attached.

  12. Other Site-Selection Criteria • Traffic – number of people who will pass the location during a period of time. • Ease of Access – refers to the ability of customers to get in and get out of the store with site easily. • Parking – Most customers will not park a distance from the shop. • Visibility – the ability to be seen by customers • Competition – Is competition in the nearby area. If the nearest competitor is too far away, customers will not have the opportunity and might decide to shop where they can make those comparisons.

  13. E-Tailing • The selling of goods and services to the customer by means of the Internet.

  14. Advantages • E-tailing increases a business’s customer base • Web sites attract new customers • Customers can shop from their homes • A business’s online store is never closed • Customers can shop 24/7, regardless of weather, traffic jams, or distance from the retail store • A well-designed, easy-to-use, and frequently updated Web site is valuable channel for any business

  15. Disadvantages • Customers are release release personal information on a web site • Customers are concerned about the security of their credit-card accounts • Transactions may be interrupted on the internet • Customers are unable to examine merchandise or try on clothing

  16. Websites • Successful websites have the following characteristics: • They make it easier for users to do something • They offer users something of value, often times for free • They incorporate features & benefits that generate repeat visits and use • The differentiate themselves from competition

  17. Makes it easier to shop with features such as one-click shopping. • It makes it easier for people to get information about the products they are interested in. • It makes it easier for people to compare the features, benefits, and prices of competitive products. • It makes it easier to save money.

  18. What does Amazon do for free? • Detailed product information • Product ratings and reviews • Services and features (free chapters from books, samples of songs, e-cards, review restaurant menus, wedding registries, etc)\ • How do generate repeat usage? • Purchasers must register • Software tracks users purchasing behavior and generates email messages that notify when a similar or related item becomes available or goes on sale

  19. How does it differentiate from competition? • Offer its products at the lowest possible price • Has a large variety of products • Has an extensive database that tracks purchases • How does Amazon attract first-time visitors? • Effective search engine • An associates program that offers revenue generating potential for third party links • Lost of advertising on TV, radio and mail

More Related