Class Intro 12
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| Global aspects of retailing: discounting, competition, increased growth opportunities | Global aspects of retailing: discounting, competition, increased growth opportunities | ||
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| + | WSJ: ''Starbucks and Dunkin Donuts in India'' | ||
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| + | Wholesaling | ||
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| + | Increasing pressures to perform, as channels shrink. | ||
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| + | ''Ingram: not your father's Ingram'' | ||
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| + | Full service and limited service wholesalers, which take title, versus agents, do not take title but perform services that enable transactions. | ||
Revision as of 20:42, 11 April 2012
Retailers and Wholesalers
Importance of target markets and marketing mixes.
Retailing: dealing with final consumer. A retailer, majority of transactions with the final consumer.
Wholesaling: dealing with other entities in the channel. A wholsesaler, majority of transactions with another intermediary.
Retailer's Strategy
Convenience; merchandise selection; pricing strategy; customer service; brand; atmospherics
Product: selection (width, depth, brands, quality); after sales service
Place: physical stores and internet; atmospherics and design / layouts; signage; hours
Promotion: advertising; publicity; sales people; demonstrations
Pricing: margins; credit cards; discounts (markdowns); additional charges
Conventional retailers versus: specialty shops and department stores (expanded assortment and service)
Conventional retailers versus: mass merchants, supermarkets, club stores and discount houses (expanded assortment and reduced margins)
Conventional retailers versus: convenience stores, vending (added convenience, higher margins)
Conventional retailers versus: internet (expanded assortment, reduced margins, more information)
Internet retailing: Information and choice; convenience; showrooming; online costs; integration w/ bricks
Evolution of retailing: Wheel of retailing. Retailing life cycle.
Use of scrambled merchadising.
Global aspects of retailing: discounting, competition, increased growth opportunities
WSJ: Starbucks and Dunkin Donuts in India
Wholesaling
Increasing pressures to perform, as channels shrink.
Ingram: not your father's Ingram
Full service and limited service wholesalers, which take title, versus agents, do not take title but perform services that enable transactions.
