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Managing Retailing, Wholesaling, and Logistics Marketing Management, 13 th ed 16
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Transcript of Kotler16
Managing Retailing, Wholesaling, and Logistics
Marketing Management, 13th ed
16
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-2
What is Retailing?
Retailing includes all the activities involved in selling goods or services
directly to final consumers for personal, nonbusiness use.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-3
Low PriceLow StatusLow Margin
Mid PriceMid StatusMid Margin
High PriceHigh StatusHigh Margin
Wheel of RetailingWheel of Retailing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-4
Table 16.1 Major Retailer Types
• Specialty store• Department store• Supermarket• Convenience store
• Discount store• Off-price retailer• Superstore• Catalog showroom
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-5
Figure 16.1 Retail Positioning Map
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-6
Changes in the Retail Environment
• New retail forms and combinations• Growth of intertype competition• Competition between store-based and
non-store-based retailing• Growth of giant retailers• Decline of middle market retailers• Growing investment in technology• Global profile of major retailers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-7
Retailers’ Marketing Decisions
Target market
Product assortment
Procurement
Prices
Services
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-8
Retailers’ Marketing Decisions (cont.)
Store atmosphere
Store activities
Communications
Locations
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-9
Store Atmosphere
• Walls• Lighting• Signage• Product placement• Floors• Surface space• Music
The Fornarina flagship store features award-winning retail
design.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-10
Private Labels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-11
Wholesaling Functions
• Selling and promoting
• Buying and assortment building
• Bulk breaking• Warehousing
• Transportation• Financing• Risk bearing• Market information• Management
services and counseling
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-12
Transportation Factors
• Speed• Frequency• Dependability• Capability• Availability• Traceability• Cost
