Retailing/

Wholesaling 13
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Retailing

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Self-Service Limited-Service

Classify Retailers
by Service Level

Full-Service Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Classify Retailers by Merchandise selection
SHALLOW

Assortment Depth
Product LIne Breadth

NARROW WIDE

DEEP

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as Prentice Hall
Classify Retailers
by Merchandise selection
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Retailer types
Specialty stores
Department stores
Supermarkets
Convenience stores
Superstores
Hypermarkets
Category killers
Service retailers
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Convenience Store

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Education, Inc. Publishing as
Prentice Hall
Classify Retailers by Relative Price

Discount

Off-price

Warehouse clubs

Factory outlets

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Classify Retailers by Organizational approach

Corporate chains

Voluntary chains

Franchises

Merchandise
conglomerates

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 Retailer marketing decisions
RETAIL STRATEGY RETAIL
MARKETING MIX
Segmentation and Product assortment
targeting and atmospherics
Prices
Store positioning
Promotion
Location

Create Value for targeted retail customers

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Segmentation
targeting and
position

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 Retail Product

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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Retail Pricing

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Retail Promotion
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Retail Location

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Location options
Central business district
Shopping centers
Regional malls
Community centers
Neighborhood centers
Power centers
Lifestyle centers

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Future of retailing
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Retailing Cycles

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 Non-Store

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 Megaretailing

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Technology
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Globalization
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 Wholesaling
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Wholesaler functions Copyright © 2011 Pearson Education,
Inc. Publishing as Prentice Hall

Selling and promoting Financing

Assortment building Risk bearing
Bulk breaking Market information
Warehousing Management services
Transportation and advice
 Merchant wholesalers
Full-service
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 Merchant wholesalers
Limited-service

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Brokers and agents

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Manufacturer’s Branches

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Wholesaling marketing decisions

WHOLESALE WHOLESALE
STRATEGY MARKETING MIX
Product and service
Segmentation and assortment
targeting
Wholesale prices
Service positioning Promotion
Location

Create Value for targeted wholesale customers

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Wholesaling Trends

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Publishing as Prentice Hall