Chapter 16 - Managing retailing, wholesaling, and logistics. In this chapter, we will address the following questions: What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermediaries? What does the future hold for private label brands? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Retailing, Wholesaling, and Logistics Chapter 16 Discussion Questions What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermediaries? What does the future hold for private label brands? All the activities in selling goods or services directly to final consumers for personal, nonbusiness use. Retailing Any organization selling to final consumers—whether it is a manufacturer, wholesaler, or retailer—is doing retailing. It doesn’t matter how the goods or services are sold (in person, by mail, telephone, vending machine, or on the Internet) or where (in a store, on the street, or in the consumer’s home). Types of Retailers Full Service Self-Service Limited Service Self-Selection Different formats of store retailers will have different competitive and price dynamics. Retailers . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Retailing, Wholesaling, and Logistics Chapter 16 Discussion Questions What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermediaries? What does the future hold for private label brands? All the activities in selling goods or services directly to final consumers for personal, nonbusiness use. Retailing Any organization selling to final consumers—whether it is a manufacturer, wholesaler, or retailer—is doing retailing. It doesn’t matter how the goods or services are sold (in person, by mail, telephone, vending machine, or on the Internet) or where (in a store, on the street, or in the consumer’s home). Types of Retailers Full Service Self-Service Limited Service Self-Selection Different formats of store retailers will have different competitive and price dynamics. Retailers position themselves as offering one of four levels of service: Self-service—the cornerstone of all discount operations. Self-selection—Customers find their own goods, although they can ask for assistance. Limited service—carry more shopping goods and services such as credit and merchandise-return privileges. Customers need more information and assistance. Full service—Salespeople are ready to assist in every phase of the “locate-compare-select” process. Customers who like to be waited on prefer this type of store. Major Types of Store Retailers Specialty store The Limited, The Body Shop Department store JCPenney, Bloomingdales Supermarket Kroger, Safeway Convenience store 7-Eleven, Circle K Drug store CVS, Walgreens Discount store Wal-Mart, K-Mart Extreme value or hard-discount store Aldi, Lidl, Family Dollar, Dollar General Off-price retailer Factory outlets, TJ Ma23, Costco Superstore Staples, Jewel-Osco, Carrefour Catalog showroom Inside Edge Ski and Bike Specialty store: Narrow .
