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Marketing Chapter 17
Retailing
| Term | Definition |
|---|---|
| Retailing | All activities involved in selling, renting, and providing products/services to the ultimate consumer |
| Forms of ownership | Independent retailer, corporate chain, contractual system (e.g. retail- or wholesale-sponsored cooperative, franchise) |
| Retail service | Self-service, limited service (can choose whether you're helped or are helped with a small part of it), full service |
| Merchandise options | Depth of product line (e.g. specialty outlets like a shoe store) v. breadth of product line (scrambled merchandising, intertype competition, e.g. Target) |
| Choosing retailing partners | Consider channel structure (vertically integrated/do you have your own stores?), customer expectations (where would customers expect to find your products?), distribution intensity |
| Intensive distribution | Places products in as many places as possible (e.g. consumer packaged goods) |
| Exclusive distribution | Granting exclusive geographic territories to one or very few retailers--selling at more places could weaken brand image (e.g. luxury goods like high-end fashion), and can also be good for new products (ensures enough industry and little competition) |
| Selective distribution | Relies on a few selected retailers to carry products (best for shopping goods like pots and pans, electronics, sheets and towels, hardware, etc.)--retailers still have strong incentive to carry products |
| Things that are not stores | Vending machines (wave of the future?), direct mail, catalogs (mostly for older people, must be multichannel), QVC!, online retailing, telemarketing (hard to do legally), direct selling (knives, Mary Kay, insurance) |
| The retailing mix | Retail pricing, store location, retail communication, merchandise |
| How retailers change over time | Enter with limited/no-frills merchandise, slowly add value, new version with no frills enters market, repeat |
| The customer experience/things customers care about | Ease of use, look and feel, straight to the item or browsing?, group by product type or usage?, sound/lighting/etc. are indicators of how much customer service will be offered/how fancy the place is |
| Study: colors in retailing | Warm shelf colors attract attention but rate high on negativity/tenseness, vice versa for cool colors |
| Music in retailing | Used as a zoning device in department stores, men buy more with loud/more noticeable music/opposite for women |
Created by:
ejrasmus
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