Chapter 13 and Wholesaling –Retailing RETAILING Retailing includes all the activities involved in selling products or services directly to final consumers for their personal non-business use. Many institutions manufacturers, wholesalers and retailers do retailing. But most – – retailing is done by retailers, businesses whose sales come primarily from retailing. Retailing plays a very important role in most marketing channels. They connect brands to consumers in what marketing agency calls last mile’ the ‘the – final stop in the consumer’s path to purchase. Many marketers are now embracing the concept of shopper marketing, using in store promotions and advertising to extend brand equity the last mile’ and encourage ‘to favourable in-store purchase decisions. Marketing must drive shoppers to action at the store level. Shopper marketing involves focusing the entire marketing process from product and – brand development to logistics, promotion and merchandising toward turning shoppers – into buyers at the point of sale. Every well-designed marketing effort focuses on customer buying behaviour Nonstore retailing includes selling to final consumers via the internet, direct mail, catalogues, the telephone and other direct-selling approaches. TYPES OF RETAILERS Specialty A store that carries a narrow product line with a deep assortment such as apparel stores, sporting-goods stores, furniture stores, florists and bookstores. A clothing store would be a single-line store, a men’s clothing store would be a limited-line store and a men’s custom-shirt store would be a superspecialty store Department store A store that carries several product lines- typically clothing, home furnishings and household goods with each line operated – as a separate department managed by specialist buyers or merchandisers Supermarket A relatively large, low cost, low margin, high volume, self-service operation designed to serve the consumer’s total needs for grocery and household products
Chapter 13 –Retailing and Wholesaling RETAILING Retailing includes all the activities involved in selling products or services directly to final consumers for their personal non-business use. Many institutions – manufacturers, wholesalers and retailers – do retailing. But most retailing is done by retailers, businesses whose sales come primarily from retailing. Retailing plays a very important role in most marketing channels. They connect brands to consumers in what marketing agency calls ‘the last mile’ – the final stop in the consumer’s path to purchase. Many marketers are now embracing the concept of shopper marketing, using in store promotions and advertising to extend brand equity ‘to the last mile’ and encourage favourable in-store purchase decisions. Marketing must drive shoppers to action at the store level. Shopper marketing involves focusing the entire marketing process – from product and brand development to logistics, promotion and merchandising – toward turning shoppers into buyers at the point of sale. Every well-designed marketing effort focuses on customer buying behaviour Nonstore retailing includes selling to final consumers via the internet, direct mail, catalogues, the telephone and other direct-selling approaches. TYPES OF RETAILERS Specialty A store that carries a narrow product line with a deep assortment such as apparel stores, sporting-goods stores, furniture stores, florists and bookstores. A clothing store would be a single-line store, a men’s clothing store would be a limited-line store and a men’s custom-shirt store would be a superspecialty store Department store A store that carries several product lines- typically clothing, home furnishings and household goods – with each line operated as a separate department managed by specialist buyers or merchandisers Supermarket A relatively large, low cost, low margin, high volume, self-service operation designed to serve the consumer’s total needs for grocery and household products
chapter-13-e28093-retailing-and-wholesaling.docx