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Retailing and Wholesaling

Retailing and Wholesaling. Chapter 14. Objectives. Understand the roles of retailers and wholesalers in the marketing channel. Know the major types of retailers. Know the major types of wholesalers. Understand the marketing decisions facing retailers and wholesalers.

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Retailing and Wholesaling

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  1. Retailing and Wholesaling Chapter 14

  2. Objectives • Understand the roles of retailers and wholesalers in the marketing channel. • Know the major types of retailers. • Know the major types of wholesalers. • Understand the marketing decisions facing retailers and wholesalers.

  3. Huge product assortment Prices are 20%–30% below hardware stores Obsessed with offering high quality customer service Lifetime value of customers: $25,000 Well-trained, highly motivated salespeople earn above average salaries Customer problem-solving is encouraged Internet site offers many home improvement tips One of today’s most successful retailers c Home Depot

  4. Definitions • Retailing • All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use.

  5. Definitions • Retailer • Business whose sales come primarily from retailing. • Can be brick and mortar, 100% virtual, or click and mortar

  6. BusinessNow ZanyBrainy.com Video Clip ZanyBrainy.com is a click and mortar toy retailer. Click the picture above to play video

  7. Discussion Question How is web retailing different? In your opinion, what “works on the web” that won’t work in a typical store?

  8. Specialty Stores Department Stores Supermarkets Retailers Types of Retailers • Discount Stores • Convenience Stores • Off-Price Retailers • Superstores

  9. Self-service retailers Customers are willing to self-serve to save money Discount stores Limited-service retailers Most department stores Full-service retailers Salespeople assist customers in every way High-end department stores Specialty stores Retailing Retailers are Classified by: • Amount of service • Product lines • Relative prices • Organizational approach

  10. Specialty stores Narrow product lines with deep assortments Department stores Wide variety of product lines Supermarkets Convenience stores Limited line Superstores Sell food, nonfood, and services Category killers Giant specialty stores Retailing Retailers are Classified by: • Amount of service • Product lines • Relative prices • Organizational approach

  11. Outlet malls and category complete are popular with consumers

  12. Discount stores Low margins are offset by high volume Off-price retailers Independent off-price retailers TJ Maxx, Marshall’s Factory outlets Levi Strauss, Reebok Warehouse clubs Sam’s Club, Costco Retailing Retailers are Classified by: • Amount of service • Product lines • Relative prices • Organizational approach

  13. Corporate chain stores Commonly owned/controlled Voluntary chains Wholesaler-sponsored groups of independent retailers Retailer cooperatives Groups of independent retailers who buy in bulk Franchise organizations Based on uniqueness Merchandising conglomerates Diversified retailing lines under central ownership Retailing Retailers are Classified by: • Amount of service • Product lines • Relative prices • Organizational approach

  14. Figure 14-1: Retailer Marketing Mix Decisions

  15. Discussion Question The product assortment, the services mix, and the store atmosphere are used by retailers to differentiate their business from the competition. Select two retailers from your local area and discuss how each store differs with respect to the three variables above.

  16. Retailing • Retailer Marketing Mix • Price • High markup or high volume? • Promotion • Public relations, sales promotions, advertising, direct marketing • Place • Location, location, location!

  17. Retailing • The Future of Retailing • New retail forms and shortening retail life cycles • Wheel-of-retailing concept • Growth of nonstore retailing • Mail-order, television, phone, online shopping • Retail convergence

  18. Retailing • Rise of megaretailers • Growing importance of retail technology • Global expansion of major retailers • Retail stores as “Communities” or “Hangouts” • The Future of Retailing Continued

  19. Mall of America hosts over 520 specialty stores, 49 restaurants, and a theme park

  20. Retailing Retailer Communities: Check out Playstation.com Playstation.com

  21. Definitions • Wholesaling • All activities involved in selling goods and services to those buying for resale or business use. • Wholesaling • A firm engaged primarily in wholesaling activity.

  22. Wholesaling • Wholesalers add value by performing the following functions: • Selling and promoting • Buying and assortment building • Bulk-breaking • Warehousing • Transportation

  23. Wholesaling • Wholesalers add value by performing the following functions: • Financing • Risk bearing • Marketing information • Management services and advice

  24. Full-service wholesalers Wholesale merchants Industrial distributors Limited service wholesalers Cash-and-carry wholesalers Truck wholesalers (jobbers) Drop shippers Rack jobbers Producer’s cooperatives Mail-order wholesalers Wholesaling Types of Wholesalers • Merchant Wholesalers • Brokers and Agents • Manufacturers’ and retailers’ branches and offices

  25. Brokers Bring buyers and sellers together and assist in negotiation Agents Manufacturers’ agents Selling agents Purchasing agents Commission merchants Wholesaling Types of Wholesalers • Merchant Wholesalers • Brokers and Agents • Manufacturers’ and retailers’ branches and offices

  26. Sales branches and offices Branches carry inventory: lumber, auto equipment, parts Offices do not carry inventory: dry goods Purchasing officers Perform roles similar to brokers and agents, however these individuals are employees of the organization Wholesaling Types of Wholesalers • Merchant Wholesalers • Brokers and Agents • Manufacturers’ and retailers’ branches and offices

  27. Figure 14-2: Wholesaler Marketing Mix Decisions

  28. Wholesaling • Wholesaler Marketing Decisions • Targeting may be made on the basis of: • Size of customer • Type of retailer • Need for service • Positioning

  29. Wholesaling • Wholesaler Marketing Decisions • Marketing mix decisions • Product and service assortment: inventory, line • Pricing: usual markup on COG is 20% • Promotion: largely disorganized and unplanned • Place: location, facilities

  30. Wholesaling • Trends in Wholesaling • Price competition is still intense • Successful wholesalers must add value by increasing efficiency and effectiveness • The distinction between large retailers and wholesalers continues to blur

  31. Wholesaling • More Trends in Wholesaling • More services will be provided to retailers • Many wholesalers are going global Wholesaler McKesson offers pharmacists a wide range of online resources

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