Chapter #13

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Chapter #13

  1. 1. Chapter 13- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Thirteen Retailing and Wholesaling
  2. 2. Chapter 13- slide 2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing and Wholesaling • Retailing • Retailer Marketing Decisions • The Future of Retailing • Wholesaling Topic Outline
  3. 3. Chapter 13- slide 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use Retailers are businesses whose sales come primarily from retailing Retailing
  4. 4. Chapter 13- slide 4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Amount of service • Self-service • Limited service • Full service Types of Retailers
  5. 5. Chapter 13- slide 5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Product Line
  6. 6. Chapter 13- slide 6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Types of Retailers Relative Prices
  7. 7. Chapter 13- slide 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Types of Retailers Organizational Approach
  8. 8. Chapter 13- slide 8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Corporate chains are two or more outlets that are commonly owned and controlled • Size allows them to buy in large quantities at lower prices and gain promotional economies – Sears – CVS Types of Retailers Organizational Approach
  9. 9. Chapter 13- slide 9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Voluntary chains are wholesale-sponsored groups of independent retailers that engage in group buying and common merchandising • IGA • Western Auto Types of Retailers Organizational Approach
  10. 10. Chapter 13- slide 10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Retailer cooperatives is a group of independent retailers that band together to set up a joint-owned, central wholesale operation and conduct joint merchandising and promotion effort • Ace Hardware • Associated Grocers Types of Retailers Organizational Approach
  11. 11. Chapter 13- slide 11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Franchise organizations are based on some unique product or service; on a method of doing business; or on the trade name, good will, or patent that the franchisor has developed • Holiday Inn Types of Retailers Organizational Approach
  12. 12. Chapter 13- slide 12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing • Merchandising conglomerates are corporations that combine several retailing forms under central ownership • Limited Brands Types of Retailers Organizational Approach
  13. 13. Chapter 13- slide 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Segmentation, targeting, differentiation, and positioning involves the definition and profile of the market so the other retail marketing decisions can be made Retailer Marketing Decisions
  14. 14. Chapter 13- slide 14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Product assortment and service decisions include: • Product assortment • Services mix • Store atmosphere Retailer Marketing Decisions Product Assortment and Service
  15. 15. Chapter 13- slide 15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing 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 Retailer Marketing Decisions Price Decision
  16. 16. Chapter 13- slide 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing High-low pricing involves charging higher prices on an everyday basis, coupled with frequent sales and other price promotions Everyday low price (EDLP) involves charging constant, everyday low prices with few sales or discounts Retailer Marketing Decisions Price Decision
  17. 17. Chapter 13- slide 17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Retailer Marketing Decisions Promotion Decision
  18. 18. Chapter 13- slide 18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing 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, and managed as a unit • Regional shopping centers • Community shopping centers • Neighborhood shopping centers • Power center • Lifestyle centers Retailer Marketing Decisions Place Decision
  19. 19. Chapter 13- slide 19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Retailers have to choose target segments carefully, position themselves strongly, and consider the following developments as they plan and execute their competitive strategies • Non-store retailing • Retail convergence • Megaretailers • Retail technology • Global expansion • Retail stores as communities The Future of Retailing
  20. 20. Chapter 13- slide 20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Wheel-of-retailing concept states that 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. The Future of Retailing New Retail Forms and Shortening Retail Life Cycles
  21. 21. Chapter 13- slide 21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Growth of non-store retailing includes: • Mail order • Television • Phone • Online The Future of Retailing New Retail Forms and Shortening Retail Life Cycles
  22. 22. Chapter 13- slide 22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Retail convergence involves the merging of consumers, producers, prices, and retailers, creating greater competition for retailers and greater difficulty differentiating offerings The Future of Retailing New Retail Forms and Shortening Retail Life Cycles
  23. 23. Chapter 13- slide 23 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing The rise of megaretailers involves the rise of mass merchandisers and specialty superstores, the formation of vertical marketing systems, and a rash of retail mergers and acquisitions • Superior information systems • Buying power • Large selection The Future of Retailing New Retail Forms and Shortening Retail Life Cycles
  24. 24. Chapter 13- slide 24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Retailing Growing importance of retail technology provides better forecasts, inventory control, electronic ordering, transfer of information, scanning, online transaction processing, improved merchandise handling systems, and the ability to connect with customers The Future of Retailing New Retail Forms and Shortening Retail Life Cycles
  25. 25. Chapter 13- slide 25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use
  26. 26. Chapter 13- slide 26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Selling and promoting involves the wholesaler’s sales force helping the manufacturer reach many smaller customers at lower cost Buying assortment building involves the selection of items and building of assortments needed by their customers, saving the customers work Wholesaling
  27. 27. Chapter 13- slide 27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Bulk breaking involves the wholesaler buying in larger quantity and breaking into smaller lots for its customers Warehousing involves the wholesaler holding inventory, reducing its customers’ inventory cost and risk Wholesaling
  28. 28. Chapter 13- slide 28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Transportation involves the wholesaler providing quick delivery due to its proximity to the buyer Financing involves the wholesaler providing credit and financing suppliers by ordering earlier and paying on time Wholesaling
  29. 29. Chapter 13- slide 29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Risk bearing involves the wholesaler absorbing risk by taking title and bearing the cost of theft, damage, spoilage, and obsolescence Market information involves the wholesaler providing information to suppliers and customers about competitors, new products, and price developments Wholesaling
  30. 30. Chapter 13- slide 30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Management services and advice involves wholesalers helping retailers train their sales clerks, improve store layouts, and set up accounting and inventory control systems Wholesaling
  31. 31. Chapter 13- slide 31 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Types of Wholesalers
  32. 32. Chapter 13- slide 32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Merchant wholesalers is the largest group of wholesalers and include: • Full-service wholesalers who provide a full set of services • Limited service wholesalers who provide few services and specialized functions Types of Wholesalers
  33. 33. Chapter 13- slide 33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Brokers and agents do not take title, perform a few functions, and specialize by product line or customer type • Brokers bring buyers and sellers together and assist in negotiations • Agents represent buyers or sellers Types of Wholesalers
  34. 34. Chapter 13- slide 34 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Manufacturers’ sales branches and offices is a form of wholesaling by sellers or buyers themselves rather than through independent wholesalers Types of Wholesalers
  35. 35. Chapter 13- slide 35 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Target market and positioning decisions • Size of customer • Type of customer • Need for service Wholesaler Marketing Decisions
  36. 36. Chapter 13- slide 36 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Marketing mix decisions • Product • Price • Promotion • Place Wholesaler Marketing Decisions
  37. 37. Chapter 13- slide 37 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Wholesaling Challenges • Resistance to price increases • Lack of suppliers • Changing customer needs • Adding value by increasing efficiency and effectiveness Trends in Wholesaling

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