Professional Documents
Culture Documents
CHAPTER 8
CLASSIFYING RETAILERS
Ownership
Ownership
Level
Level of
of Service
Service
Product
Product Assortment
Assortment
Price
Price
CLASSIFICATION OF OWNERSHIP
Owned
Owned byby aa single
single person
person oror
Independent
Independent
Retailers partnership
partnership andand not
not part
part of
of aa
Retailers larger
larger retail
retail institution
institution
Owned
Owned and
and operated
operated as as aa
Chain
Chain Stores
Stores group
group by
by aa single
single
organization
organization
The
The right
right to
to operate
operate aa
Franchises
Franchises business
business or
or sell
sell aa product
product
LEVEL OF SERVICE
Department
Department Stores
Stores
Specialty
Specialty Stores
Stores
Supermarkets
Supermarkets
Drugstores
Drugstores
Convenience
Convenience Stores
Stores
Discount
Discount Stores
Stores
Restaurants
Restaurants
CATEGORIES OF
DISCOUNT STORES
Full-Line
Discounters
Specialty Discount
Stores
Warehouse
Clubs
Off-Price
Discount Retailers
DISCOUNT STORES
Mass
Retailing strategy
Merchandising using moderate to
low prices on large
quantities of
merchandise and
lower service to
stimulate high
turnover of products.
DISCOUNT STORES
Category
Killers Specialty discount
stores that heavily
dominate their
narrow merchandise
segment.
REVIEW LEARNING OUTCOME
TYPES OF RETAIL OPERATIONS
Departm
Departm Convenie
Convenie
Specialty
Specialty Superma
Superma Drugstor
Drugstor Discount
Discount Restaura
Restaura
ent
ent nce
nce
Stores
Stores rket
rket es
es Stores
Stores nts
nts
Stores
Stores Stores
Stores
supercente
Full-line r
extreme
-
Scrambled
Scrambled value
Merchandising
Merchandising category
Specialty
killer
Warehouse
Off-price factory
outlet
NON-STORE RETAILING
Discuss non-store
retailing techniques
NON-STORE RETAILING
Automatic
Automatic Vending
Vending
Direct
Direct Retailing
Retailing
Direct
Direct Marketing
Marketing
Electronic
Electronic Retailing
Retailing
DIRECT RETAILING
Door-to-Door
Door-to-Door
Office-to-Office
Office-to-Office
Home
Home Sales
Sales
Parties
Parties
TYPES OF DIRECT MARKETING
Direct
Direct Mail
Mail
Catalogs
Catalogs &
& Mail
Mail Order
Order
Telemarketing
Telemarketing
Electronic
Electronic Retailing
Retailing Shop-at-home networks
On-line retailing
REVIEW LEARNING OUTCOME
NON-STORE RETAILING TECHNIQUES
Nonstore
Nonstore Retailing
Retailing
Vending
Direct
retailing
direct mail
Direct catalogs
marketing telemarketin
g
online
Electronic
shop at home
retailing
FRANCHISING
Product
Product and
and Trade
Trade Name
Name
Franchising
Franchising
Business
Business Format
Format
Franchising
Franchising
FRANCHISING
McDonald’s
Southland
Subway
Burger King
KFC
Pizza Hut
RadioShack
Taco Bell
Dairy Queen
Hooter’s
Jason’s Deli
Marble Slab
Quiznos Sub
Develop the
“Six Ps”
DEFINING A TARGET
MARKET
Demographics
Demographics
STEP
STEP 1:
1:
Segment Geographics
Geographics
Segment the
the Market
Market
Psychographics
Psychographics
CHOOSING THE RETAILING
MIX
Product
Product Place
Place
STEP
STEP 2:
2:
Choose
Choose the
the Price
Price Personnel
Personnel
Retailing
Retailing Mix
Mix
Promotion
Promotion Presentation
Presentation
http://www.publix.com
Online
THE RETAILING MIX
Product
Product
Personnel
Personnel Place
Place
Target
Market
Presentation
Presentation Promotion
Promotion
Price
Price
CHOOSING THE RETAILING MIX
Advertising
Advertising
Public
Public Relations
Relations
Publicity
Publicity
Sales
Sales Promotion
Promotion
THE PROPER LOCATION
Economic
Economic growth
growth potential
potential Freestanding
Freestanding Store
Store
Competition
Competition Shopping
Shopping Center
Center
Geography
Geography Mall
Mall
IMPORTANT FACTORS FOR SITE
CHOICE
Neighborhood
socioeconomics
Traffic flows
Land costs
Zoning regulations
Public transportation
Site’s visibility, parking,
entrances and exits,
accessibility, and safety
Fit with other stores
SHOPPING CENTER AND MALL
LOCATIONS
Advantages Disadvantages
Expensive rent
Design attracts
shoppers
Failure of common
promotion efforts
Ample parking
Lease restrictions
Unified image
Hours of operation
Sharing of common
area expenses
Direct competitors
Consumer time
limits
RETAIL PRICES
Atmosphere
The overall impression
conveyed by a store’s
physical layout, décor,
and surroundings
PRESENTATION OF THE RETAIL STORE
Employee
Employee type
type and
and density
density
Merchandise
Merchandise type
type and
and density
density
Fixture
Fixture type
type and
and density
density
Sound
Sound
Odors
Odors
Visual
Visual factors
factors
PERSONNEL AND CUSTOMER
SERVICE
Trading
Trading Up
Up
Two Common
Selling
Techniques
Suggestion
Suggestion Selling
Selling
CUSTOMER SERVICE FOR ON-
LINE RETAILERS
Easy-to-use
Easy-to-use Web
Web site
site
Product
Product availability
availability
Simple
Simple returns
returns
REVIEW LEARNING OUTCOME
DEVELOPING A RETAIL MARKETING
STRATEGY
NEW DEVELOPMENTS IN
RETAILING
Consumers are
Interactivity involved in the retail
experience.
Purchasing goods
M-commerce through mobile
devices.
TRENDS IN RETAILING
Describe trends
in retailing
TRENDS IN RETAILING
Entertainment
Entertainment
Convenience
Convenience and
and Efficiency
Efficiency
Customer
Customer Management
Management
THANK
YOU…