This chapter explain the roles of retailers and wholesalers in the distribution channel, describe the major types of retailers and give examples of each, identify the major types of wholesalers and give examples of each, explain the marketing decisions facing retailers and wholesalers. | Chapter Eleven Retailing and Wholesaling Explain the roles of retailers and wholesalers in the distribution channel. Describe the major types of retailers and give examples of each. Identify the major types of wholesalers and give examples of each. Explain the marketing decisions facing retailers and wholesalers. 11- Copyright 2007, Prentice Hall, Inc. Whole Foods Market Has 170 stores worldwide with $4 billion in sales vs. 5000 stores and sales of $285 billion for Wal-Mart. Offers organic, natural, and gourmet foods. Positions itself AWAY from Wal-Mart: “Whole Foods, Whole People, Whole Planet.” Whole Foods Market – Finding Its Niche Case Study Marketing Efforts Web site reinforces the company’s positioning. Caters to health conscious, affluent, liberal, educated consumer base. Both in-store and online shopping is a customer experience. Cares about employees, customers, & community. 11- Copyright 2007, Prentice Hall, Inc. What Is Retailing? Retailing: includes all the . | Chapter Eleven Retailing and Wholesaling Explain the roles of retailers and wholesalers in the distribution channel. Describe the major types of retailers and give examples of each. Identify the major types of wholesalers and give examples of each. Explain the marketing decisions facing retailers and wholesalers. 11- Copyright 2007, Prentice Hall, Inc. Whole Foods Market Has 170 stores worldwide with $4 billion in sales vs. 5000 stores and sales of $285 billion for Wal-Mart. Offers organic, natural, and gourmet foods. Positions itself AWAY from Wal-Mart: “Whole Foods, Whole People, Whole Planet.” Whole Foods Market – Finding Its Niche Case Study Marketing Efforts Web site reinforces the company’s positioning. Caters to health conscious, affluent, liberal, educated consumer base. Both in-store and online shopping is a customer experience. Cares about employees, customers, & community. 11- Copyright 2007, Prentice Hall, Inc. What Is Retailing? Retailing: includes all the activities involved in selling products or services directly to final consumers for their personal, non-business use. Most retailing is done by retailers, but nonstore retailing has recently grown by leaps and bounds. 11- Copyright 2007, Prentice Hall, Inc. Types of Retailers Retailers are classified based on: Amount of service they offer Breadth and depth of product lines Relative prices charged How they are organized 11- Copyright 2007, Prentice Hall, Inc. Amount of Service Self-Service Retailers: Serve customers who are willing to perform their own “locate-compare-select” process to save money. Limited-Service Retailers: Provide more sales assistance because they carry more shopping goods about which customers need information. Full-Service Retailers: Usually carry more specialty goods for which customers like to be “waited on.” 11- Copyright 2007, Prentice Hall, Inc. Major Store Retailer Types Specialty stores Department stores Supermarkets Category Killers Convenience stores
