Chap017 cb

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Chap017 cb

  1. 1. CHAPTER SEVENTEEN Outlet Selection and Purchase McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Outlet Selection and Purchase <ul><li>Decision Sequence </li></ul><ul><ul><li>Outlet First, Brand Second </li></ul></ul><ul><ul><li>Brand First, Outlet Second </li></ul></ul><ul><ul><li>Simultaneous </li></ul></ul><ul><li>Influences on store evaluative criteria </li></ul><ul><ul><li>List and rank evaluative criteria (characteristics) when shopping for: </li></ul></ul><ul><ul><ul><ul><li>major grocery shopping trip </li></ul></ul></ul></ul><ul><ul><ul><ul><li>buying a quart of milk in a hurry </li></ul></ul></ul></ul><ul><ul><ul><ul><li>buying a suit </li></ul></ul></ul></ul><ul><ul><ul><ul><li>buying a watch </li></ul></ul></ul></ul><ul><ul><ul><ul><li>buying a newspaper </li></ul></ul></ul></ul>
  3. 3. Marketing Strategy Based on Decision Sequence
  4. 4. So what about the Internet? <ul><li>Break up into groups of three to four people </li></ul><ul><li>Creatively discuss the Internet as an Outlet </li></ul><ul><li>Develop a conceptual theory as to why consumers are drawn to the Internet </li></ul><ul><li>Discuss reasons why consumers are apprehensive toward using the Internet </li></ul><ul><li>Record your ideas in a form that is presentable </li></ul>
  5. 5. The Internet: Online Sales by Categories
  6. 6. Class Discussion <ul><li>How would you measure the image of a retail outlet? </li></ul><ul><li>Does the image of a retail outlet affect the image of the brands it carries? Do the brands carried affect the image of the retail outlet? </li></ul>
  7. 7. Figure 17-2
  8. 8. Table 17-2
  9. 9. In-Store Influences that Impact Alternative Evaluation and Purchase Modify intended purchase behavior Alternative evaluation Price reductions Sales personnel Stockouts Displays Store Atmosphere
  10. 10. Supermarket Decisions
  11. 11. In-Store Purchase Behavior
  12. 12. Sales Impact of Point-of-Purchase Displays
  13. 13. The Effect of P-O-P Display Location on Sales of Listerine Mouthwash Percent 120 100 80 60 40 20 0 +11% +141% +162% Shelf Rear Front Endcap Endcap Regular price on shelf Feature price/display Average unit sales per store
  14. 14. Consumer Insight 17-1 <ul><li>Is it ethical for retailers to set prices with 99 rightmost digits knowing that consumers will interpret the price to be lower than it is? </li></ul><ul><li>Why don’t consumers simply round up to the next larger number? Wouldn’t it be easier to think of $9.99 as $10.00 rather than as $9.90 or even $9.00? </li></ul>
  15. 15. Store Atmosphere
  16. 16. Impact of a Stockout Situation

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