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Retailing/ Wholesaling
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Definitions Retailing
All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use.
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Retailers Types of Retailers Specialty Stores Department Stores
Supermarkets Discount Stores Convenience Stores Off-Price Retailers Superstores
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Retailers are Classified by:
Retailing Retailers are Classified by: Self-service retailers Customers are willing to self-serve to save money Discount stores MİGROS Limited-service retailers Most department stores BOYNER STORES Full-service retailers Salespeople assist customers in every way High-end department stores Specialty stores ARÇELİK Amount of service Product lines Relative prices Organizational approach
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Retailers are Classified by:
Retailing Retailers are Classified by: Specialty stores Narrow product lines with deep assortments Department stores Wide variety of product lines Supermarkets Convenience stores Limited line Superstores Sell food, nonfood, and services Category killers Giant specialty stores Amount of service Product lines Relative prices Organizational approach
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Classification of Retailing: Product Line
Store Description Specialty Stores Department Stores Supermarkets Convenience Stores Superstores Discount Stores Narrow Product Line, Deep Assortment i.e. Deriden, Timberland Wide Variety of Product Lines i.e. Clothing, Yeni Karamürsel, Boyner Wide Variety of Food, Laundry, & Household Products i.e. Canerler Limited Line of High-Turnover Convenience Goods i.e. Büfeler, bakkallar Large Assortment of Routinely Purchased Food & Nonfood Products i.e. Real, Migros Standard Merchandise at Lower Prices i.e. Ulus, Kızılay mağazaları Off-Price Retailers Changing Collection of Higher-Quality Goods at a Reduced Price i.e. Outlet Warehouse Clubs Limited Selection of Brand-Name Grocery Items, Appliances, Etc. i.e. Metro
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Retailers are Classified by:
Retailing Retailers are Classified by: Discount stores Low margins are offset by high volume Ulus, Kızılay mağazaları Off-price retailers Independent off-price retailers Factory outlets Levi Strauss, Reebok Warehouse clubs METRO Amount of service Product lines Relative prices Organizational approach
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Retailers are Classified by:
Retailing Retailers are Classified by: Corporate chain stores Commonly owned/controlled Voluntary chains Wholesaler-sponsored groups of independent retailers Retailer cooperatives Groups of independent retailers who buy in bulk Franchise organizations Based on uniqueness Merchandising conglomerates Diversified retailing lines under central ownership Amount of service Product lines Relative prices Organizational approach
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Retailing Retailer Marketing Mix Price Promotion Place
High markup or high volume? Promotion Public relations, sales promotions, advertising, direct marketing Place Location, location, location!
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Definitions Wholesaling
All activities involved in selling goods and services to those buying for resale or business use. A firm engaged primarily in wholesaling activity.
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Wholesaling Wholesalers add value by performing the following functions: Selling and promoting Buying and assortment building Bulk-breaking Warehousing Transportation
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Wholesaling Wholesalers add value by performing the following functions: Financing Risk bearing Marketing information Management services and advice
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Wholesaling Types of Wholesalers Merchant Wholesalers
Full-service wholesalers Wholesale merchants Industrial distributors Limited service wholesalers Cash-and-carry wholesalers Truck wholesalers (jobbers) Drop shippers Rack jobbers Producer’s cooperatives Mail-order wholesalers Merchant Wholesalers Brokers and Agents Manufacturers’ and retailers’ branches and offices
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Wholesaling Types of Wholesalers Brokers Agents Merchant Wholesalers
Bring buyers and sellers together and assist in negotiation Agents Manufacturers’ agents Selling agents Purchasing agents Commission merchants Merchant Wholesalers Brokers and Agents Manufacturers’ and retailers’ branches and offices
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Wholesaling Types of Wholesalers Merchant Wholesalers
Sales branches and offices Branches carry inventory: lumber, auto equipment, parts Offices do not carry inventory: dry goods Purchasing officers Perform roles similar to brokers and agents, however these individuals are employees of the organization Merchant Wholesalers Brokers and Agents Manufacturers’ and retailers’ branches and offices
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Wholesaling Wholesaler Marketing Decisions Marketing mix decisions
Product and service assortment: inventory, line Pricing: usual markup on COG is 20% Promotion: largely disorganized and unplanned Place: location, facilities
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