Professional Documents
Culture Documents
Retailing
Retailing
All activities involved in selling goods or services
directly to final consumers for their personal,
non-business use.
Retailer
Business whose sales come primarily from
retailing.
13 - 2
Table 13.1
Major Store Retailer Types
Retailing
Retailers Are
Classified By:
Self-service retailers
Customers are willing to selfserve to save money
Discount stores
Amount of service
Limited-service retailers
Product lines
Full-service retailers
Relative prices
Organizational
approach
13 - 4
Retailing
Retailers Are
Classified By:
Specialty stores
Narrow product lines with
deep assortments
Department stores
Wide variety of product lines
Amount of service
Supermarkets
Product lines
Convenience stores
Relative prices
Superstores
Limited line
Food, nonfood, and services
Organizational
approach
Category killers
Giant specialty stores
13 - 5
Retailing
Retailers Are
Classified By:
Amount of service
Product lines
Discount stores
Low margins are offset by
high volume
Off-price retailers
Independent off-price
retailers
Mydin, EconSave.
Relative prices
Factory outlets
Organizational
approach
Warehouse clubs
Bata, Reebok
Sams Club, Costco
13 - 6
Retailing
Retailers Are
Classified By:
Amount of service
Product lines
Voluntary chains
Wholesaler-sponsored groups
of independent retailers
Retailer cooperatives
Groups of independent
retailers who buy in bulk
Relative prices
Franchise organizations
Organizational
approach
Merchandising conglomerates
Diversified retailing lines and
forms under central ownership
13 - 7
Retailing
Retailer Marketing Decisions
Price Decision
High markup
on lower
volume
Low markup
on higher
volume
Retailing
Retailer Marketing Decisions
Price Decision
Retailing
Mail order
Television
Phone
Online
Wholesaling
Wholesaling
All activities involved in selling goods and
services to those buying for resale or business
use.
Wholesaling
A firm engaged primarily in wholesaling activity.
13 - 11
Wholesaling
Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use
Wholesaling
Types of
Wholesalers
Merchant
Wholesalers
Brokers and
Agents
Manufacturers
and retailers
13 - 13
branches and
Full-service wholesalers
Wholesale merchants
Industrial distributors
Limited-service wholesalers
Cash-and-carry wholesalers
Truck wholesalers (jobbers)
Drop shippers
Rack jobbers
Producers cooperatives
Mail-order wholesalers
Wholesaling
Types of
Wholesalers
Merchant
Wholesalers
Brokers and
Agents
Manufacturers
and retailers
13 - 14
branches and
Brokers
Bring buyers and sellers
together and assist in
negotiation
Agents
Manufacturers agents
Selling agents
Purchasing agents
Commission merchants
Wholesaling
Types of
Wholesalers
Merchant
Wholesalers
Brokers and
Agents
Manufacturers
and retailers
13 - 15
branches and
Purchasing officers
Perform roles similar to
brokers and agents, however
these individuals are
employees of the organization
Promotion Strategy
Topic 8
Topic Outline
The promotion mix.
Integrated marketing communications.
A view of the communication process.
15 - 17
Advertising
Direct connections
with carefully
targeted individual
customers to
obtain immediate
response and
cultivate lasting
relationships
Direct
Marketing
Public Relations
Building good relations with
publics by obtaining favorable
unpaid publicity
15 - 20
Personal Selling
Personal
presentation to
make sales and
build customer
relationships
Sales Promotion
Short-term incentives to
encourage purchase or sale of
a product or service
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing
15 - 21
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing
15 - 23
Sales Promotion
Consumer Promotion Tools
Samples
Cash Refunds
(Rebates)
Price packs (centsoff deals)
Advertising
Specialties
15 - 24
Premiums
Patronage Rewards
Point-of-Purchase
Communications
Contests, Games,
and Sweepstakes
Sales Promotion
Trade Promotion Tools
Discounts (price off, off-list, and off invoice)
Allowances
Advertising allowances
Display allowances
Free goods
Push money
Specialty advertising items
15 - 25
Sales Promotion
Business Promotion Tools
Includes many of the same tools used in
consumer and trade promotions
Two additional tools:
Conventions and trade shows
Sales contests
15 - 26
Highly credible
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing
15 - 27
Advantages:
Public Relations
Public Relations Tools
News
Speeches
Corporate Identity
Materials
Mobile
Marketing
15 - 28
Special Events
Written Materials
Audiovisual
Materials
Public Service
Activities
Public Relations
Public Relations Functions/Events
Press
Relations
Product
Publicity
Public Affairs
15 - 29
Lobbying
Investor
Relations
Development
Nonpublic
Immediate
Customized
Interactive
Well-suited to highly
targeted marketing efforts
Direct Marketing
Benefits of Direct Marketing
to Buyers
Convenient
Easy to use
Private
Access to a wealth of
information
Immediate
Interactive
15 - 31
Direct Marketing
Forms of Direct Marketing
Face-to-Face
Selling
Telemarketing
Direct-Mail
Marketing
15 - 32
Catalog Marketing
Kiosk Marketing
Online Marketing
Direct-Response
TV Marketing
15 - 33
Integrated Marketing
Communications
Integrated Marketing Communications
The concept under which a company carefully
integrates and coordinates its many
communications channels to deliver a clear,
consistent, and compelling message about the
organization and its products.
IMC implementation often requires the hiring of a
MarCom manager.
15 - 35