In chapter 13 you will: Understand how retailers plan their marketing strategies, know about the many kinds of retailers that work with producers and wholesalers as members of channel systems, understand the differences among the conventional and nonconventional retailers including Internet merchants and others who accept the mass-merchandising concept,...
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Retailers,
Wholesalers, and
Their Strategy
Planning
Trang 2Chapter 13 Objectives
1 Understand how retailers plan their
marketing strategies.
2 Know about the many kinds of
retailers that work with producers and
wholesalers as members of channel
systems.
3 Understand the differences among the
conventional and nonconventional
retailers—including Internet
merchants and others who accept the
massmerchandising concept.
4 Understand scrambled merchandising
and the “wheel of retailing.”
5 See why size or belonging to a chain
can be important to a retailer.
6 Know what progressive wholesalers are doing to modernize their
operations and marketing strategies.
7 Know the various kinds of merchant wholesalers and agent middlemen and the strategies that they use.
8 Understand why retailing and wholesaling have developed in different ways in different countries.
9 See why the Internet is impacting both retailing and wholesaling.
10 Understand the important new terms.
Trang 3Price Location Product Selection Special Services
Helpful Salespeople
Helpful Salespeople
Fairness in Dealing
Key Economic Factors Affecting Consumers’
Retail Choice
Retailing
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Conven-tional
offerings
Single- and limited-line stores
Expanded assortment and service
Specialty shops and department stores
Expanded assortment and/or reduced margins/service
Supermarkets, discount houses, mass-merchandisers, catalog showrooms,
supercenters
Added convenience higher margins less assortment
Telephone/mail order, vending machines, door-to-door, convenience stores, electronic shopping
Expanded assortment reduced margins more information
Internet
Types of Retailers
Trang 5Retail Formats
that Focus on
Convenience
Convenience (Food) Stores
Door-to-Door
Selling
Telephone and Direct Mail
Automatic Vending Focusing on Convenience
Trang 6More Information
Shopping Differences
Still in Infancy Competition
will bring
Change
Wide Assortment
New Convenience
Costs are
Deceptive
Retailing on the Internet
Trang 7Retail Chains
Major Types
of Retail Chains
Corporate Chains
Voluntary Chains
Franchise Chains Cooperative Chains
Trang 8The New Face of Wholesaling
New Strategies Needed to Survive
New Strategies Needed to Survive
Progress of Fail
Producing Profits
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Trang 9Types of Wholesalers
Does wholesaler own the products?
Limited-function merchant Wholesalers
Service merchant wholesalers
Agent middlemen
How many functions
does the wholesaler
provide?
All the functions
Some functions
Trang 10Types of Merchant Wholesalers
Rack Jobbers
General Merchandise
Single- or General-Line Catalog
Specialty
Drop-Shippers
Types of Merchant Wholesalers
Trang 11Other types of
Agents
Types of Agent Middlemen
Manufacturers’
Agents
Types of Agent Middlemen
Trang 12Hypermarkets Convenience (Food) Stores Automatic Vending
DoortoDoor Selling Telephone/Direct Mail Wheel of Retailing
Scrambled Merchandising Corporate Chain
Cooperative Chains Voluntary Chains Franchise Operation
Retailing
General Stores
Single/Limited Line Stores
Specialty Shop
Department Stores
MassMerchandising
Concept
Supermarkets
Catalog Showrooms
Discount Houses
MassMerchandisers
Supercenters
More
Key Terms
Trang 13DropShippers Truck Wholesalers Rack Jobbers
Catalog Wholesalers Agent Middlemen Manufacturers’ Agent Brokers
Export Import Selling Agents Combination Export Manager Auction Companies
Wholesaling
Wholesalers
Manufacturers’ Sales Branches
Merchant Wholesalers
Service Wholesalers
General Merchandise
Wholesalers
Single or GeneralLine
Wholesalers
Specialty Wholesalers
LimitedFunction
Wholesalers
CashandCarry Wholesalers
Key Terms