Bài giảng Marketing - Chapter 16: Retailing and wholesaling

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.LO1Identify retailers in terms of theutilities they provide.Explain the alternative ways toclassify retail outlets.LO2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:Describe the many methods of nonstore retailing.LO3LO4Classify retailers in terms of theretail positioning matrix, and specify retailing mix actions.Explain changes in retailing withthe wheel of retailing and theretail life cycle concepts.LO5LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:RETAILERS LOVE ITWHEN THE MAYOR VISITS!THE VALUE OF RETAILINGLO1RetailingConsumer Utilities Offered by RetailingPlacePossessionThe Global Economic Impact of RetailingFormTimeCarMaxVideoFIGURE 16-1 Which retailer best provides which utilities?FIGURE 16-2 The relative size of different types of retailersCLASSIFYING RETAIL OUTLETSLO2Level of ServiceForm of OwnershipMerchandise LineMAKING RESPONSIBLE DECISIONSGREEN ISN’T JUST A COLOR TO RETAILERS. IT’S A VALUE! LO2CLASSIFYING RETAIL OUTLETSFORM OF OWNERSHIPLO2Independent RetailerCorporate ChainWholesaler-Sponsored Voluntary ChainsContractual SystemsRetailer-Sponsored CooperativesCLASSIFYING RETAIL OUTLETSFORM OF OWNERSHIPLO2FranchisingContractual SystemsBusiness-FormatFranchisesProduct-DistributionFranchisesFIGURE 16-3 The top five franchises in the United StatesSelf-ServiceCLASSIFYING RETAIL OUTLETSLEVEL OF SERVICELO2Limited ServiceFull-ServiceFIGURE 16-4 Stores vary in terms of the breadth and depth of their merchandise linesDepth of Product Line CLASSIFYING RETAIL OUTLETSTYPE OF MERCHANDISE LINELO2Specialty OutletsCategory KillersBreadth of Product Line CLASSIFYING RETAIL OUTLETSTYPE OF MERCHANDISE LINELO2General Merchandise StoresScrambled MerchandisingHypermarketIntertype CompetitionSupercenterWalmartVideoFIGURE 16-5 Hypermarkets are popular in Europe while supercenters are popular in the U.S.FIGURE 16-A For Lands’ End, intertype competition means that there is competition between various dissimilar retail outletsFIGURE 16-6 Many retailing activities do not involve a storeNONSTORE RETAILINGLO3Automatic VendingDirect Mail and CatalogsNONSTORE RETAILINGLO3Television Home ShoppingOnline RetailingGOING ONLINEFor Some Consumers, Shopping is a Game!LO3NONSTORE RETAILINGLO3TelemarketingDirect SellingDo-Not-Call RegistryFIGURE 16-7 Elements of a retailing strategyRETAILING STRATEGYPOSITIONING A RETAIL STORELO4Retail Positioning MatrixBreadth of Product LineValue AddedFIGURE 16-8 The four positioning strategies for retailersRETAILING STRATEGYRETAILING MIXLO4Retailing MixOriginal MarkupMaintained MarkupRetail PricingMarkdownGross MarginRETAILING STRATEGYRETAILING MIXLO4Everyday Low Pricing (EDLP)Everyday Fair PricingBenchmark or Signpost ItemsShrinkageRETAILING STRATEGYRETAILING MIXLO4Off-Price RetailingWarehouse ClubOutlet StoreSingle/Extreme Value StoreRETAILING STRATEGYRETAILING MIXLO4Store LocationRegional Shopping CentersCentral Business DistrictAnchor StoresStrip MallCommunity Shopping CenterPower CenterRETAILING STRATEGYRETAILING MIXLO4Retail CommunicationShopper MarketingImageMerchandiseCategory ManagementMarketing MetricsSales per Sq. Ft.Same Store SalesUSING MARKETING DASHBOARDSWhy Apple Stores May Bethe Best in the United States!Sales per Square Foot ($) and Same Store Sales Growth (%)LO4THE CHANGING NATURE OF RETAILINGTHE WHEEL OF RETAILING AND RETAIL LIFE CYCLELO5Wheel of RetailingRetail Life CycleFIGURE 16-9 The wheel of retailing describes how outlets change over timeFIGURE 16-10 The retail life cycle describes the stage of growth and decline for retail outletsFUTURE CHANGES IN RETAILINGLO5Multichannel RetailersManaging the Customer ExperienceMARKETING MATTERSThe Multichannel Marketing MultiplierLO5CHANNEL STRUCTURE & ORGANIZATIONCHANNEL INTERMEDIARIESLO6Merchant WholesalersFull-Service WholesalersGeneral Merchandise(Full-Line) WholesalersSpecialty Merchandise(Limited-Line) WholesalersCHANNEL STRUCTURE & ORGANIZATIONCHANNEL INTERMEDIARIESLO6Merchant WholesalersLimited-Service WholesalersRack JobbersCash and Carry WholesalersDrop Shippers/Desk JobbersTruck JobbersCHANNEL STRUCTURE & ORGANIZATIONCHANNEL INTERMEDIARIESLO6Manufacturer’s Agents or RepresentativesSelling AgentsBrokersManufacturersBranch OfficesSales OfficesAgents and BrokersMALL OF AMERICA: SHOPPINGAND A WHOLE LOT MOREVIDEO CASE 16VIDEO CASE 16MALL OF AMERICA1. Why has Mall of America been such a marketing success so far?VIDEO CASE 16MALL OF AMERICA2. What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?VIDEO CASE 16MALL OF AMERICA3. (a) What criteria should Mall of America use in adding new facilities to its complex?(b) Evaluate (i) retail stores,(ii) entertainment offerings, and (iii) hotels on these criteria.VIDEO CASE 16MALL OF AMERICA4. What specific marketing actions would you propose that Mall of America managers take toensure its continuing success in attracting visitors (a) from the local metropolitan area and(b) from outside of it?RetailingRetailing consists of all activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use.Form of OwnershipForm of ownership distinguishes retail outlets based on whether independent retailers, corporate chains, or contractual systems own the outlet.Level of ServiceLevel of service is the degree of service provided to the customer from three types of retailers:self-, limited-, and full-service.Merchandise LineA merchandise line describes how many different types of products a store carries and in what assortment.Depth of Product LineDepth of product line meansthat the store carries a large assortment of each product item.Breadth of Product LineBreadth of product line describes the variety of different product items a store carries.Scrambled MerchandisingScrambled merchandising consists of offering several unrelated product lines in asingle store.HypermarketA hypermarket is a form of scrambled merchandising, which consists of a large store (more than 200,000 square feet) that offers consumers everything in a single outlet, eliminating the need for consumers to shop at more than one location.Intertype CompetitionIntertype competition consistsof competition between very dissimilar types of retail outlets that results from a scrambled merchandising policy.TelemarketingTelemarketing consists of using the telephone to interact with and sell directly to consumers.Retail Positioning MatrixThe retail positioning matrixis a matrix that positions retail outlets on two dimensions: breadth of product line and value added, such as location, product reliability, or prestige.Retailing MixThe retailing mix consists ofthe activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise.Off-Price RetailingOff-price retailing consists ofselling brand-name merchandise at lower than regular prices.Central Business DistrictA central business district isthe oldest retail setting, usually located in the community’s downtown area.Regional Shopping CentersRegional shopping centers consist of 50 to 150 stores that typically attract customers who live or work within a 5- to 10-mile range, often containing two or three anchor stores.Community Shopping CenterA community shopping center is a retail location that typically has one primary store (usually a department store branch) and often 20 to 40 smaller outlets, serving a populationof consumers who are within a 10- to 20-minute drive.Strip MallA strip mall consists of a cluster of neighborhood stores to serve people who are within a 5- to 10-minute drive.Power CenterA power center is a huge shopping strip with multipleanchor (or national) stores.Shopper MarketingShopper marketing is the useof displays, coupons, product samples, and other brand communications to influence shopping behavior in a store.Category ManagementCategory management is an approachto managing the assortment of merchandise in which a manager is assigned the responsibility for selectingall products that consumers in a market segment might view as substitutes foreach other, with the objective of maximizing sales and profits in the category.Wheel of RetailingThe wheel of retailing is a concept that describes how new forms of retail outlets enter the market.Retail Life CycleThe retail life cycle is theprocess of growth and declinethat retail outlets, like products, experience. It consists of the early growth, accelerated development, maturity, and decline stages.Multichannel RetailersMultichannel retailers are retailers that utilize and integratea combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing.Merchant WholesalersMerchant wholesalers are independently owned firms that take title to the merchandisethey handle.Manufacturer’s AgentsManufacturer’s agents are agents who work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory. Also called manufacturer’s representatives.BrokersBrokers are independent firmsor individuals whose principal function is to bring buyers and sellers together to make sales.