Retailing and Wholesaling.ppt

1、Chapter Thirteen,Retailing and Wholesaling,Retailing and Wholesaling,Retailing Retailer Marketing Decisions The Future of Retailing Wholesaling,Topic Outline,Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use Retaile

2、rs are businesses whose sales come primarily from retailing,Retailing,Retailing,Amount of service Self-service Limited service Full service,Types of Retailers,Retailing,Product Line,Retailing,Types of Retailers Organizational Approach,Franchise organizations are based on some unique product or servi

3、ce; on a method of doing business; or on the trade name, good will, or patent that the franchisor has developed,Retailing,Product assortment and service decisions include: Product assortment Services mix Store atmosphere,Retailer Marketing Decisions Product Assortment and Service,Retailing,Price pol

4、icy must fit the target market and positioning, product and service assortment, and competition,Retailer Marketing Decisions Price Decision,High markup on lower volume Low markup on higher volume,Retailing,High-low pricing involves charging higher prices on an everyday basis, coupled with frequent s

5、ales and other price promotions Everyday low price (EDLP) involves charging constant, everyday low prices with few sales or discounts,Retailer Marketing Decisions Price Decision,Retailing,Wheel-of-retailing concept states that many new types of retailing forms begin as low-margin, low-price, low-sta

6、tus operations, and challenge established retailers. As they succeed they upgrade their facilities and offer more services, increasing their costs and forcing them to increase prices, eventually becoming the retailers they replaced.,The Future of Retailing New Retail Forms and Shortening Retail Life

7、 Cycles,Retailing,Growth of non-store retailing includes: Mail order Television Phone Online,The Future of Retailing New Retail Forms and Shortening Retail Life Cycles,Wholesaling,Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use,Wh

8、olesaling,Selling and promoting involves the wholesalers sales force helping the manufacturer reach many smaller customers at lower cost Buying assortment building involves the selection of items and building of assortments needed by their customers, saving the customers work,Wholesaling,Wholesaling

9、,Bulk breaking involves the wholesaler buying in larger quantity and breaking into smaller lots for its customers Warehousing involves the wholesaler holding inventory, reducing its customers inventory cost and risk,Wholesaling,Wholesaling,Transportation involves the wholesaler providing quick deliv

10、ery due to its proximity to the buyer Financing involves the wholesaler providing credit and financing suppliers by ordering earlier and paying on time,Wholesaling,Wholesaling,Risk bearing involves the wholesaler absorbing risk by taking title and bearing the cost of theft, damage, spoilage, and obs

11、olescence Market information involves the wholesaler providing information to suppliers and customers about competitors, new products, and price developments,Wholesaling,Wholesaling,Management services and advice involves wholesalers helping retailers train their sales clerks, improve store layouts, and set up accounting and inventory control systems,Wholesaling,Wholesaling,Merchant wholesalers is the largest group of whole