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Retail Marketing Strategy

Retail Marketing Strategy. Dr. Mary Joyce Spring 2007. 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?

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Retail Marketing Strategy

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  1. Retail Marketing Strategy Dr. Mary Joyce Spring 2007

  2. 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?

  3. 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

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

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

  6. Types of retailers • http://www.nxtbook.com/nxtbooks/nrfe/stores0106-globalretail/index.php

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

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

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

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

  11. Retail ownership • Independent (Sterling Art) • SBA • Chain • Franchise • Leased department • Vertical marketing system • Consumer cooperative

  12. Traditional vs. vertical marketing systems

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