14-11
FIGURE 14-2 Stores vary in terms of the breadth and depth of their merchandise lines
14-12
CLASSIFYING RETAIL OUTLETS
LO2
TYPE OF MERCHANDISE LINE
Depth of Product Line
Identify retailers in terms of the LO1 utilities they provide.
Explain the alternative ways to LO2 classify retail outlets.
Describe the many methods of LO3 nonstore retailing.
their functions.
14-3
84 MILLION CONSUMERS WERE SHOPPING ONLINE ON CYBER MONDAY. WERE YOU ONE OF THEM?
14-4
LO1
THE VALUE OF RETAILING
Retailing
Consumer Utilities Offered by Retailing
14-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:
Specify the retailing mix actions used LO4 to implement a retailing strategy.
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:
• Specialty Outlets
Breadth of Product Line
• General Merchandise Stores
• Category Killers
• Scrambled Merchandising
14-13
FIGURE 14-A Many retailer types don’t have stores: customer vs. retailer involvement
Байду номын сангаас Telemarketing
• Do-Not-Call Registry
Direct Selling
Mary Kay
14-17
FIGURE 14-3 Elements of a retailing strategy
14-18
RETAILING STRATEGY
LO4
RETAIL PRICING
• Place
• Form
• Possession
• Time
The Global Economic Impact of Retailing
14-5
FIGURE 14-1 Which retailer best provides which utilities?
14-6
LO2 CLASSIFYING RETAIL OUTLETS Form of Ownership Level of Service Merchandise Line
Retailing Mix
Original Markup
Gross Margin
Maintained Markup
Markdown
14-19
RETAILING STRATEGY
LO4
RETAIL PRICING
Everyday Low Pricing (EDLP) Everyday Fair Pricing Benchmark or Signpost Items Off-Price Retailing
14-7
MAKING RESPONSIBLE DECISIONS
LO2
Environmentally Friendly Retailing Takes Off!
14-8
CLASSIFYING RETAIL OUTLETS
LO2
FORM OF OWNERSHIP
Independent Retailer Corporate Chain Contractual Systems
Explain changes in retailing with the LO5 wheel of retailing and the retail life
cycle concepts.
Describe the types of firms that LO3 perform wholesaling activities and
14-14
LO3
NONSTORE RETAILING
Automatic Vending
Direct Mail and Catalogs
14-15
LO3
NONSTORE RETAILING
Television Home Shopping
Online Retailing
14-16
LO3
NONSTORE RETAILING
▪ Business-Format Franchises
▪ Product-Distribution Franchises
14-10
CLASSIFYING RETAIL OUTLETS
LO2
LEVEL OF SERVICE
Self-Service
Limited Service
Full-Service
• Wholesaler-Sponsored Voluntary Chains • Retailer-Sponsored Cooperatives
14-9
CLASSIFYING RETAIL OUTLETS
LO2
FORM OF OWNERSHIP
Contractual Systems
• Franchising
• Outlet Store
14-20
RETAILING STRATEGY