Chapter 1
? Define Retailing
– Various Perspectives
– Impact
– Special Characteristics
? Concept of Strategic Planning
? Relate Marketing Concept to Retailing
– Total Retail Experience
– Customer Service
– Relationship Retailing
The business activities involved in selling
goods and services to consumers for their
personal,or household use,It includes
every sale of goods and services to the
final consumer,
? Opportunities
– Start New Business
– Franchising
– Globalization
? Challenges
– Bored Consumers
– Time Poor Society
– Too Many Stores
– High Consumer Expectations
? Tangible Goods
? Services
? Does NOT Always Include
– Store
– Retailer
? Traditional Retailers
– Sales $3 Trillion in U.S
? Non-Traditional Retailers
– Sales $250 Billion
? Other Services
– Several Hundred Billion
? Major Source of Jobs
Manufacturer Wholesaler Final Consumer Retailer
? Divergent Viewpoints
? Types of Distribution
– Exclusive
– Intensive
– Selective
? Competition in the Marketplace
? Product Image
? Slotting Allowances
? Distribution Rights
? Management
? Operations
? Merchandising
? Providing Assortment
? Breaking Bulk
? Providing Service
? Holding Inventory
Retailer
Wholesaler
Wholesaler
Wholesaler
Manufacturer
Brand C
Manufacturer
Brand D
Manufacturer
Brand A
Manufacturer
Brand B
Manufacturer
Brand E
Manufacturer
Brand F
Brand A
Customers
Brand B
Customers
Brand C
Customers
Brand D
Customers
Brand E
Customers
Brand F
Customers
Retailer’s
Strategy
Small Average Sales Impulse Purchases
Popularity of Stores
? Define Business Type
? Set Objectives
– Long-Term
– Short-Term
? Determine Customer Market
? Devise Overall,Long-Run Plan
? Implement Integrated Strategy
? Evaluate Performance
Retailing
Concept
Retail
Strategy
Customer Orientation
Coordinated Effort
Goal Orientation
Value-Driven
Includes all the elements in a retail
offering that encourage or inhibit
consumers during their contact with a
reatiler
? Intangible
? Perishable
? Inseparable
? Inconsistent
? Satisfaction Based on,
– Expectation
– Past Experience
– Perceptions
? Total Retail Experience
? Monitor Customer
Satisfaction
? Stay in Touch with Customers
? Do We Trust Or Customers?
? Do We Stand Behind What We Sell?
? Do We Stress Promise-Keeping in Our Firm?
? Do We Value Customer Time?
? Do We Communicate with Customers Respectfully?
? Do We Respect ALL Customers?
? Do We Thank Customers for Their Business?
? Do We Respect Employees?
? The Definition of Retailing
– Various Perspectives
– Impact
– Special Characteristics
? Concept of Strategic Planning
? How the Marketing Concept Relates
to Retailing
– Total Retail Experience
– Customer Service
– Relationship Retailing
Questions?
Questions?