1. Retail Marketing Strategy Dr. Mary Joyce Spring 2007

3. Class Objectives—Week of 1/22/07 To define retailing; What trends are shaping today’s global retailers? What are the career options in retailing? What are the different types of retailers? How do services retailers differ from merchandise retailers? What are vertical vs. traditional marketing systems?

4. What is this thing called retailing? Retailing comprises the activities involved in marketing goods and services to consumers for their personal, family, or household use. Retailing is the last stage in the distribution process, but might also be looked at as the initial stage in the process... Retailers are the liaison between the commercial channel and final consumers

5. Distribution functions performed by retailers Providing assortments of products and services Breaking bulk Holding inventory Providing services Increasing the value of products and services

6. Types of retailers There are two types of retailers—the quick and the dead... Cereality

7. Types of retailers http://www.nxtbook.com/nxtbooks/nrf e/stores0106-globalretail/index.phphttp://www.nxtbook.com/nxtbooks/nrf e/stores0106-globalretail/index.php

8. Types of retailers Type of merchandise – http://www.census.gov/epcd/www/naic s.html http://www.census.gov/epcd/www/naic s.html Variety and assortment (breadth, depth, SKUs) Services offered Prices & costs of offering breadth and depth of merchandise and services

9. Careers in retailing Store management Merchandise management Corporate staff –MIS –Operations/Distribution –Promotions/Advertising –Loss Prevention –Finance/Control –Real Estate –Store Design –HRM

10. Services retailers and the continuum Whole- sale club Super- market Cate- gory Special- ist Opti- cal center Restau- rant Air- line Bank/ Univer- sity All goods/ No services All services/ No goods Spec- ialty Dept. Store

11. Services vs. Merchandise Retailers Intangibility Simultaneous production and consumption Perishability Inconsistency

12. Retail ownership Independent (Sterling Art)Sterling Art –SBASBA Chain Franchise Leased department Vertical marketing system Consumer cooperative

14. Sean John

15. Franchising A contractual agreement between a franchisor and a retail franchisee, which allows the franchisee to conduct business under an established name and according to a given pattern of business. Franchisee pays an initial fee and a monthly percentage of gross sales in exchange for the exclusive rights to goods and services in an area.

16. Franchises and Business Opportunities Opportunities http://www.ftc.gov/bcp/menu-fran.htm http://www.franchise.org/international.asp

17. Traditional vs. vertical marketing systems