10-1 MARKETING MANAGEMENT Networks and Channels: Retailing.

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Presentation transcript:

10-1 MARKETING MANAGEMENT Networks and Channels: Retailing

15-2 Chapter Questions What decisions do companies face in managing their channels? What is the role and responsibilities of the retail environment as a distribution channel? What “value” can retailing add for a consumer? What is a good function for e-commerce?

16-3 Retailing …includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use.

15-4 Number of Intermediaries Exclusive Selective Intensive

15-5 The Value Versus Costs of Channels

16-6 Retail Positioning Map

16-7 Levels of Retail Service Self-service Self-selection Limited service Full service

16-8 Retailers’ Marketing Decisions Target market Product assortment Service/store atmosphere Price Communication Location

16-9 Department Store Model: The Showcase Store

16-10 Japanese “depato”s

16-11

16-12 “Depato”s product assortment

16-13 “Depato”s product assortment

16-14 “Depato”s product assortment

16-15 “Depato”s product assortment

16-16 Product Assortment

16-17 Retailer Services Mix Prepurchase services Postpurchase services Ancillary services

16-18 Location Decision General business districts Regional shopping centers Community shopping centers Strip malls Location within a larger store

16-19 Indicators of Sales Effectiveness Number of people passing by % who enter store % of those who buy Average amount spent per sale

16-20 Trends in Retailing New retail forms and combinations Growth of intertype competition Competition between store-based and nonstore-based retailing Growth of giant retailers Decline of middle market retailers Global presence of major retailers

16-21 Nonstore Retailing Direct selling Buying service Automatic vending Direct marketing

15-22 The Hybrid Grid

15-23 e-Commerce Marketing Practices Pure-click Brick-and- click Brick-and- mortar

15-24 Buyer Expectations for e-commerce Ability to order a product online and pick it up at a convenient retail location Ability to return an online-ordered product to a nearby store Right to receive discounts based on total online and offline purchases