Chapter Questions
• What major types of marketing
intermediaries occupy this sector?
• What marketing decisions do these
marketing intermediaries make?
• What are the major trends with marketing
intermediaries?
16-1
Retailing
Includes all the activities involved in
selling goods or services directly
to final consumers for personal,
nonbusiness use.
16-2
Levels of Retail Service
Self-service
Self-selection
Limited service
Full service
16-3
Retail Positioning Map
16-4
Nonstore Retailing
Direct
selling
Direct
marketing
Automatic
vending
Buying
service
16-5
Department Store Model:
Strong Retail Brand Approach
16-6
Department Store Model:
The Showcase Store
16-7
Retailers’ Marketing Decisions
Target market
Product assortment
Service/store atmosphere
Price
Communication
Location
16-8
Direct Product Profitability
16-9
Retailer Services Mix
Prepurchase services
Postpurchase services
Ancillary services
16-10
Location Decision
• General business
districts
• Regional shopping
centers
• Community shopping
centers
• Strip malls
• Location within a larger
store
16-11
Indicators of Sales Effectiveness
Number of people passing by
% who enter store
% of those who buy
Average amount
spent per sale
16-12
Trends in Retailing
• New retail forms and combinations
• Growth of intertype competition
• Competition between store-based and nonstore-based retailing
• Growth of giant retailers
• Decline of middle market retailers
• Global presence of major retailers
16-13
Wholesaling Functions
• Selling and
promoting
• Transportation
• Financing
• Buying and
• Risk bearing
assortment building
• Market information
• Bulk breaking
• Management
• Warehousing
services and
counseling
16-14
Major Wholesaler Types
Merchant
Full-service
Limited-service
Brokers and agents
Manufacturers
Specialized
16-15
Wholesalers’ Marketing Decisions
Target market
Product assortment
Price
Promotion
Place
16-16
Market Logistics Planning
• Deciding on the company’s value
proposition to its customers
• Deciding on the best channel design and
network strategy
• Developing operational excellence
• Implementing the solution
16-17
Transportation Factors
•
•
•
•
•
•
•
Speed
Frequency
Dependability
Capability
Availability
Traceability
Cost
16-18