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Chapter 13

Chapter 13. Distribution Strategies Retailing and Wholesaling. All the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. Retailers - businesses whose sales come primarily from retailing. Retailers can be classified as:

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Chapter 13

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  1. Chapter 13 Distribution Strategies Retailing and Wholesaling

  2. All the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. Retailers - businesses whose sales come primarily from retailing. Retailers can be classified as: Store retailers such as Home Depot, Sears, Walmart. Nonstore retailers such as the mail, telephone, and Internet. What is Retailing?

  3. Amount of Service Self-Service, Limited-Service and Full-Service Retailers Classification of Retail Stores Product Line Length and Breadth of the Product Assortment Relative Prices Pricing Structure that is Used by the Retailer Retail Organizations Independent, Corporate, or Contractual Ownership Organization

  4. Classification By Product Line Store Type Length and Breadth of Product Assortment Specialty Stores Narrow Product Line, Deep Assortment i.e. The Limited or Athlete’s Foot Department Stores Wide Variety of Product Lines i.e. Clothing, Home Furnishings, & Household Items Supermarkets Wide Variety of Food, Laundry, & Household Products Convenience Stores Limited Line of High-Turnover Convenience Goods Superstores Large Assortment of Routinely Purchased Food & Nonfood Products, Plus Services Category Killers Giant Specialty Store that Carries a Very Deep Assortment of a Particular Line Hypermarkets Huge Superstores

  5. Classification By Relative Price Higher Prices and Offer Higher-Quality Goods and Customer Service Regular Prices and Offer Normal-Quality Goods and Customer Service Low Prices and Offer Lower-Quality Goods and Customer Service Catalog Showrooms Discount Stores “Off-Priced” Retailers

  6. Classification By Retail Organization Merchandising Conglomerates Corporate Chains Franchise Organizations Voluntary Chains Retail Organizations Retailer Cooperatives

  7. Types of NonStore Retailing Nonstore Retailing Accounts for More Than 14% of All Consumer Purchases, and May Account for 33% of All Sales by 2000. Catalogs & Direct Mail Door-to-Door Retailing Direct Marketing Direct Selling TV Shopping Shows Home & Office Parties Online Shopping Automatic Vending

  8. Product Assortment • Width and Depth of Assortment • Quality of Products • Product Differentiation Strategies Retailer’s Product Assortment and Services Decisions Services Mix Key Tool of Nonprice Competition for Setting One Store Apart From Another. • Store’s Atmosphere • Physical Layout • “Feel” That Suits the Target Market • and Moves Customers to Buy

  9. Retailer’s Price, Promotion, and Place Decisions Price Decisions Target Market Product & Service Assortment Competition Promotion Decisions Using Advertising, Personal Selling, Sales Promotion and Public Relations to Reach Customers. Place Decisions Shopping Centers, Central Business Districts, or Power Centers. Location, Location, Location!

  10. New Retail Forms and Shortening Retail Lifecycles Growth of Nonstore Retailing Increasing Intertype Competition The Future of Retailing Rise of Megaretailers Growing Importance of Retail Technology Global Expansion of Major Retailers Retail Stores as “Communities” or “Hangouts”

  11. All the activities involved in selling goods and services to those buying for resale or business use. Wholesaler - those firms engaged primarily in wholesaling activity. What is Wholesaling?

  12. Wholesalers are Often Better at Performing One or More of the Following Channel Functions: Why are Wholesalers Used? Management Services & Advice Selling and Promoting Wholesaler Functions Market Information Buying and Assortment Building Bulk Breaking Risk Bearing Financing Warehousing Transportation

  13. Types of Wholesalers Brokers/ Agents They Don’t Take Title to the Goods, and They Perform Only a Few Functions. Merchant Wholesaler Independently Owned Business that Takes Title to the Merchandise it Handles. Manufacturers’ Sales Branches and Offices Wholesaling by Sellers or Buyers Themselves Rather Than Through Independent Wholesalers.

  14. Constantly Improve Services and Reduce Costs Must Learn to Compete Effectively Over Wider and More Diverse Areas Increasing Consolidations Will Reduce Number of Wholesalers Trends in Wholesaling Surviving Wholesalers Will Grow Larger Through Acquisitions and Mergers Vertical Integration Will Remain Strong Will Continue to Increase Services Provided to Retailers Global Expansion

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