Đang chuẩn bị liên kết để tải về tài liệu:
Lecture fundamentals of marketing - Lecture 19: Retailing and wholesaling

Lecture fundamentals of marketing - Lecture 19: Retailing and wholesaling. After studying this chapter you will be able to understand: Retailing, retailer marketing decisions, retailing trends and developments, wholesaling. | LECTURE 19 Retailing and Wholesaling Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Retailing Retailer Marketing Decisions Retailing Trends and Developments Wholesaling Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Retailing Retailing includes all the activities in selling products or services directly to final consumers for their personal non-business use Retailers are businesses whose sales come primarily from retailing Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Retailing First Moment of Truth Growth of digital shopping Combining in-store and digital shopping Shopping mobile Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Retailing Types of Retailers Amount of service Self-service Limited service Full service Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Retailing Product Line Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Retailing Types of Retailers Relative Prices Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall Retailing Types of Retailers Organizational Approach Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall Retailing Types of Retailers Organizational Approach Corporate Chains are two or more outlets that are commonly owned and controlled Size allows them to buy in large quantities at lower prices and gain promotional economies Sears CVS Copyright 2012 Pearson Education Inc. 1- 9 Publishing as Prentice Hall Retailing Types of Retailers Organizational Approach Voluntary chains are wholesale-sponsored groups of independent retailers that engage in group buying and common merchandising Independent Grocers Alliance IGA Western Auto Do-It Best hardwares Copyright 2012 Pearson Education Inc. 1- 10 Publishing as Prentice Hall Retailing Types of Retailers Organizational Approach Retailer cooperatives is a group of independent retailers that band together .