复旦大学：《营销管理》PPT课件讲义_Retailing

retailing 16

Retailing 16

Retailing o Role of Retailing in Distribution n Changing Nature of Retailing o Retailer Marketing Decisions

Retailing Role of Retailing in Distribution Changing Nature of Retailing Retailer Marketing Decisions

Retailing defined An intermediary that sells primarily to ultimate consumers D Activities involved in sale of goods/services to ultimate users of these goods/services

Retailing Defined An intermediary that sells primarily to ultimate consumers Activities involved in sale of goods/services to ultimate users of these goods/services

Market strategy decisions for Retailers o Product Decisions merchandise assortment? Service /eve/? o Pricing Decisions? o Placement Decisions store versus nonstore retailing Store location o Promotion Decisions? o Store Image and Atmospherics?

Market Strategy Decisions for Retailers Product Decisions • merchandise assortment? • Service level? Pricing Decisions? Placement Decisions • store versus nonstore retailing? • Store location? Promotion Decisions? Store Image and Atmospherics?

Product decisions o Merchandise Assortments Retailers build assortments Sell tennis racquets, tennis balls, sports clothes hair bands. etc o Service Leve/ can reduce money, time and effort of shopper

Product Decisions Merchandise Assortments • Retailers build assortments • Sell tennis racquets, tennis balls, sports clothes, hair bands, etc… Service Level • can reduce money, time and effort of shopper

Restaurants with Different Assortments

Restaurants with Different Assortments

ervice leve n extent of extra services provided to customers

Service Level extent of extra services provided to customers

Pricing decisions o Factory Outlet o Full line discount store o Department store

Pricing Decisions Factory Outlet Full line discount store Department store

Placement decisions n depends on type of business target customer

Placement Decisions depends on type of business & target customer

Nonstore Retailing o Direct Marketing catalogs o Vending machines o Interactive kiosks a Television home shopping on television o Computer-based retailing on the Internet Coca-Cola is a registered trademark

Nonstore Retailing Direct Marketing • catalogs Vending machines Interactive kiosks Television home shopping on television Computer-based retailing on the Internet Coca-Cola is a registered trademark