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  • 1. CHAPTER SEVENTEEN Outlet Selection and Purchase McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  • 2. Outlet Selection and Purchase
    • Decision Sequence
      • Outlet First, Brand Second
      • Brand First, Outlet Second
      • Simultaneous
    • Influences on store evaluative criteria
      • List and rank evaluative criteria (characteristics) when shopping for:
          • major grocery shopping trip
          • buying a quart of milk in a hurry
          • buying a suit
          • buying a watch
          • buying a newspaper
  • 3. Marketing Strategy Based on Decision Sequence
  • 4. So what about the Internet?
    • Break up into groups of three to four people
    • Creatively discuss the Internet as an Outlet
    • Develop a conceptual theory as to why consumers are drawn to the Internet
    • Discuss reasons why consumers are apprehensive toward using the Internet
    • Record your ideas in a form that is presentable
  • 5. The Internet: Online Sales by Categories
  • 6. Class Discussion
    • How would you measure the image of a retail outlet?
    • 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?
  • 7. Figure 17-2
  • 8. Table 17-2
  • 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. Supermarket Decisions
  • 11. In-Store Purchase Behavior
  • 12. Sales Impact of Point-of-Purchase Displays
  • 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. Consumer Insight 17-1
    • 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?
    • 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?
  • 15. Store Atmosphere
  • 16. Impact of a Stockout Situation