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RETAILING CHAPTER 8

CLASSIFYING RETAILERS

Explain the dimensions by which retailers can be classified

CLASSIFICATION OF RETAIL OPERATIONS


Ownership Ownership

Level of Service Level of Service

Product Assortment Product Assortment

Price Price

CLASSIFICATION OF OWNERSHIP
Independent Independent Retailers Retailers

Owned by a single person or Owned by a single person or partnership and not part of a partnership and not part of a larger retail institution larger retail institution Owned and operated as a Owned and operated as a group by a single group by a single organization organization

Chain Stores Chain Stores

Franchises Franchises

The right to operate a The right to operate a business or sell a product business or sell a product

LEVEL OF SERVICE

Self Service

Full Service

Factory outlets Discount stores Warehouse clubs

Exclusive stores

TYPES OF STORES AND THEIR CHARACTERISTICS


Type of Retailer Service Level High Low Low-Mod Assortment Narrow Broad Medium Price Gross Margin

Department Store Mod Hi-High Broad Specialty Store Supermarket Drugstore

Mod-High Mod High Mod-High High Moderate Low Mod High Mod Low Moderate Low

Convenience Store Low Full-line Discounter Mod-Low Specialty Discounter Mod-Low Warehouse Clubs Off-price Retailer Restaurant Low Low Low-High

Med-Narrow High Mod Med-Broad Mod Low Broad Narrow

Med-BroadMod Lo-low Mod Low Low-very low Low Low Low-High Low-High Med-NarrowLow

PRICE
Gross Margin

The amount of money the retailer makes as a percentage of sales after the cost of goods sold is subtracted.

MAJOR TYPES OF RETAIL OPERATIONS

Describe the major types of retail operations

MAJOR TYPES OF RETAIL OPERATIONS


Department Stores Department Stores Specialty Stores Specialty Stores Supermarkets Supermarkets Drugstores Drugstores Convenience Stores Convenience Stores Discount Stores Discount Stores Restaurants Restaurants

CATEGORIES OF DISCOUNT STORES


Full-Line Discounters

Specialty Discount Stores

Warehouse Clubs

Off-Price Discount Retailers

DISCOUNT STORES

Mass Merchandising

Retailing strategy using moderate to low prices on large quantities of merchandise and lower service to stimulate high turnover of products.

DISCOUNT STORES
Retail store combining groceries and general merchandise goods with a wide range of services. Smaller stores emphasizing daily necessities at rock-bottom prices.

Supercenter

Extreme-value Retailing

SPECIALTY DISCOUNT STORES

Category Killers

Specialty discount stores that heavily dominate their narrow merchandise segment.

REVIEW LEARNING OUTCOME


TYPES OF RETAIL OPERATIONS
Departm Departm ent ent Stores Stores Specialty Superma Specialty Superma Stores rket Stores rket Drugstor Drugstor es es Convenie Convenie nce nce Stores Stores Discount Discount Stores Stores Restaura Restaura nts nts supercente r extreme value category killer

Full-line Scrambled Scrambled Merchandising Merchandising

Specialty

Warehouse

Off-price

factory outlet

NON-STORE RETAILING

Discuss non-store retailing techniques

NON-STORE RETAILING
Automatic Vending Automatic Vending

Direct Retailing Direct Retailing

Direct Marketing Direct Marketing

Electronic Retailing Electronic Retailing

DIRECT RETAILING
Door-to-Door Door-to-Door

Office-to-Office Office-to-Office

Home Sales Home Sales Parties Parties

TYPES OF DIRECT MARKETING


Direct Mail Direct Mail

Catalogs & Mail Order Catalogs & Mail Order

Telemarketing Telemarketing

Electronic Retailing Electronic Retailing

Shop-at-home networks On-line retailing

REVIEW LEARNING OUTCOME


NON-STORE RETAILING TECHNIQUES
Nonstore Retailing Nonstore Retailing

Vending Direct retailing Direct marketing Electronic retailing direct mail catalogs telemarketin g online shop at home

FRANCHISING

Define franchising and describe its two basic forms

BASIC FORMS OF FRANCHISING


Product and Trade Name Product and Trade Name Franchising Franchising

Business Format Business Format Franchising Franchising

FRANCHISING
Product and Trade Name Franchising Dealer agrees to sell in products provided by a manufacturer or wholesaler.

Business Format Franchising

An ongoing business relationship between a franchiser and a franchisee.

LARGEST U.S. FRANCHISORS


McDonalds Southland Subway Burger King KFC Pizza Hut RadioShack Taco Bell Dairy Queen Hooters Jasons Deli Marble Slab Quiznos Sub

SOURCE: http://www.franchise.org, January 2006.

RETAIL MARKETING STRATEGY

List the major tasks involved in developing a retail marketing strategy

RETAIL MARKETING STRATEGY

Define & Select a Target Market

Develop the Six Ps

DEFINING A TARGET MARKET


Demographics Demographics
STEP 1: STEP 1: Segment the Market Segment the Market

Geographics Geographics Psychographics Psychographics

CHOOSING THE RETAILING MIX


Product Product
STEP 2: STEP 2: Choose the Choose the Retailing Mix Retailing Mix

Place Place Personnel Personnel

Price Price

Promotion Presentation Promotion Presentation

http://www.publix.com Online

THE RETAILING MIX


Product Product Personnel Personnel Place Place

Target Market

Presentation Presentation Price Price

Promotion Promotion

CHOOSING THE RETAILING MIX

Product Offering

The mix of products offered to the consumer by the retailer; also called the product assortment or merchandise mix.

RETAIL PROMOTION STRATEGY

Advertising Advertising

Public Relations Public Relations

Publicity Publicity

Sales Promotion Sales Promotion

THE PROPER LOCATION


Choosing a Community Choosing a Site

Economic growth potential Economic growth potential

Freestanding Store Freestanding Store

Competition Competition

Shopping Center Shopping Center

Geography Geography

Mall Mall

IMPORTANT FACTORS FOR SITE CHOICE


Neighborhood socioeconomics Traffic flows Land costs Zoning regulations Public transportation Sites visibility, parking, entrances and exits, accessibility, and safety Fit with other stores

SHOPPING CENTER AND MALL LOCATIONS


Advantages Disadvantages

Design attracts shoppers Ample parking Unified image Sharing of common area expenses

Expensive rent Failure of common promotion efforts Lease restrictions Hours of operation Direct competitors Consumer time limits

RETAIL PRICES

Low Price

High Price

Good Value Single Price Point EDLP

Quality Image

PRESENTATION OF THE RETAIL STORE

Atmosphere

The overall impression conveyed by a stores physical layout, dcor, and surroundings

PRESENTATION OF THE RETAIL STORE


Employee type and density Employee type and density Merchandise type and density Merchandise type and density Fixture type and density Fixture type and density Sound Sound Odors Odors Visual factors Visual factors

PERSONNEL AND CUSTOMER SERVICE

Two Common Selling Techniques

Trading Up Trading Up

Suggestion Selling Suggestion Selling

CUSTOMER SERVICE FOR ONLINE RETAILERS

Easy-to-use Web site Easy-to-use Web site

Product availability Product availability

Simple returns Simple returns

REVIEW LEARNING OUTCOME


DEVELOPING A RETAIL MARKETING STRATEGY

NEW DEVELOPMENTS IN RETAILING

Describe new developments in retailing

NEW DEVELOPMENTS IN RETAILING

Interactivity

Consumers are involved in the retail experience. Purchasing goods through mobile devices.

M-commerce

TRENDS IN RETAILING

Describe trends in retailing

TRENDS IN RETAILING
Entertainment Entertainment

Convenience and Efficiency Convenience and Efficiency

Customer Management Customer Management

THANK YOU

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