1 / 13

Chapter 1

Chapter 1. Retail Management? Introduction, scope and trends in Retailing. Faiza Nasir. Refreshor!!!!. Management Marketing Product Marketing vs. Service Marketing SWOT analysis 4 Ps or Marketing Mix Branding Distribution & Placement Positioning

sumana
Download Presentation

Chapter 1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 1 Retail Management? Introduction, scope and trends in Retailing Faiza Nasir

  2. Refreshor!!!! • Management • Marketing • Product Marketing vs. Service Marketing • SWOT analysis • 4 Ps or Marketing Mix • Branding • Distribution & Placement • Positioning • Retail Managers (in organizations & in retail outlets) • Franchising, Dealership, Service Retailing

  3. Distribution Network • Distributor • Broker / Agent • Factory Outlet • Wholesalers • Retailers

  4. Issues in Retailing • How can we best serve our customers while earning a fair profit? • How can we stand out in a highly competitive environment where consumers have too many choices? • How can we grow our business, while retaining a core of loyal customers?

  5. A Typical Channel of Distribution Retailer Manufacturer Wholesaler Final Consumer

  6. The Retailer’s Role in the Sorting Process (link to Mkt. Mix)

  7. Relationship Management Among Retailers and Suppliers • Disagreements may occur: • control over channel • profit allocation • number of competing retailers • product displays • promotional support • payment terms • operating flexibility

  8. Distribution Types • Exclusive: suppliers make agreements with one or few retailers that designate the latter as the only ones in a specified geographic area to carry certain brands or products • Intensive: suppliers sell through as many retailers as possible • Selective: suppliers sell through a moderate number of retailers

  9. Special Characteristics Affecting Retailers Small Average Sale Impulse Purchase Retailer’s Strategy Popularity of Stores

  10. Eliminating Shopper Boredom

  11. Customer Service • Activities undertaken by a retailer in conjunction with the basic goods and services it sells. • Store hours • Parking • Shopper-friendliness • Credit acceptance • Salespeople

  12. Relationship Retailing • Seek to establish and maintain long-term bonds with customers, rather than act as if each sales transaction is a completely new encounter • Concentrate on the total retail experience • Monitor satisfaction • Stay in touch with customers • Develop customer database

  13. Key Drivers • Consumer Pull • Rising incomes • Explosion of media • Change in consumer behavior • Consumerism cycle • The Rural market: Waking up • Supply chain establishment • Entry of Corporate sector • Expansion of family owned businesses • New Entrepreneurs • Reducing Brand dominance • Foreign retailers seeking entry • Technological impact

More Related