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1、 Copyright 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinLO1Identify retailers in terms of theutilities they provide.Explain the alternative ways toclassify retail outlets.LO2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:Describe the many meth
2、ods of nonstore retailing.LO314-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:LO4Specify the retailing mix actions used to implement a retailing strategy.Explain changes in retailing with the wheel of retailing and the retail life cycle concepts.LO5Describe the types of fi
3、rms that perform wholesaling activities and their functions.LO314-384 MILLION CONSUMERS WERE SHOPPING ONLINE ON CYBER MONDAY. WERE YOU ONE OF THEM?14-4THE VALUE OF RETAILINGLO1RetailingConsumer Utilities Offered by Retailing Place PossessionThe Global Economic Impact of Retailing Form Time14-5FIGURE
4、 14-1FIGURE 14-1 Which retailer best provides which utilities?14-6CLASSIFYING RETAIL OUTLETSLO2Level of ServiceForm of OwnershipMerchandise Line14-7MAKING RESPONSIBLE DECISIONSEnvironmentally Friendly Retailing Takes Off!LO214-8CLASSIFYING RETAIL OUTLETSFORM OF OWNERSHIPLO2Independent RetailerCorpor
5、ate Chain Wholesaler-Sponsored Voluntary ChainsContractual Systems Retailer-Sponsored Cooperatives14-9CLASSIFYING RETAIL OUTLETSFORM OF OWNERSHIPLO2 FranchisingContractual Systems Business-FormatFranchises Product-DistributionFranchises14-10Self-ServiceCLASSIFYING RETAIL OUTLETSLEVEL OF SERVICELO2Li
6、mited ServiceFull-Service14-11FIGURE 14-2FIGURE 14-2 Stores vary in terms of the breadth and depth of their merchandise lines14-12Depth ofProduct Line CLASSIFYING RETAIL OUTLETSTYPE OF MERCHANDISE LINELO2 SpecialtyOutlets CategoryKillersBreadth ofProduct Line GeneralMerchandiseStores ScrambledMercha
7、ndising14-13FIGURE 14-AFIGURE 14-A Many retailer types dont have stores: customer vs. retailer involvement14-14NONSTORE RETAILINGLO3Automatic VendingDirect Mail and Catalogs14-15NONSTORE RETAILINGLO3Television Home ShoppingOnline Retailing14-16NONSTORE RETAILINGLO3TelemarketingDirect Selling Do-Not-
8、Call RegistryMary Kay14-17FIGURE 14-3FIGURE 14-3 Elements of a retailing strategy14-18RETAILING STRATEGYRETAIL PRICINGLO4Retailing MixOriginalMarkupMaintainedMarkupGrossMarginMarkdown14-19RETAILING STRATEGYRETAIL PRICINGLO4Everyday Low Pricing (EDLP)Everyday Fair PricingBenchmark or Signpost ItemsOf
9、f-Price Retailing Outlet Store14-20RETAILING STRATEGYSTORE LOCATIONLO4Central Business District Anchor StoresRegional Shopping CentersStrip MallPower CenterMultichannel Retailers14-21Mall of America TV AdWhat type of store location?LO414-22RETAILING STRATEGYRETAIL COMMUNICATION & MERCHANDISELO4Retai
10、l Communication Atmosphere or Ambiance ImageMerchandise Category Management Marketing Metrics Consumer Marketing at Retail (CMAR)14-23USING MARKETING DASHBOARDSWhy Apple Stores May Bethe Best in the United States!Sales per Square Foot ($) and Same Store Growth (%)LO414-24THE CHANGING NATURE OF RETAI
11、LINGTHE WHEEL OF RETAILING AND RETAIL LIFE CYCLELO5Wheel of RetailingRetail Life Cycle14-25FIGURE 14-4FIGURE 14-4 The wheel of retailing describes how outlets change over time14-26FIGURE 14-5FIGURE 14-5 The retail life cycle describes the stage of growth and decline for retail outlets14-27WHOLESALIN
12、GMERCHANT WHOLESALERSLO6Merchant Wholesalers Full-Service Wholesalers General Merchandise(Full-Line) Wholesalers Specialty Merchandise(Limited-Line) Wholesalers14-28WHOLESALINGMERCHANT WHOLESALERSLO6 Rack Jobbers Cash and Carry Wholesalers Drop Shippers/Desk Jobbers Truck JobbersMerchant Wholesalers
13、 Limited-Service Wholesalers14-29WHOLESALINGOTHER INTERMEDIARIESLO6Agents and Brokers ManufacturersAgents Selling Agents BrokersManufacturer Itself Branch Offices Sales Offices14-30MALL OF AMERICA: SHOPPINGAND A WHOLE LOT MOREVIDEO CASE 1414-31VIDEO CASE 14MALL OF AMERICA1. Why has Mall of America b
14、een such a marketing success so far?14-32VIDEO CASE 14MALL OF AMERICA2. What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?14-33VIDEO CASE 14MALL OF AMERICA3. (a) What criteria should Mall of America use in
15、adding new facilities to its complex?(b) Evaluate (i) retail stores,(ii) entertainment offerings, and (iii) hotels on these criteria?14-34VIDEO CASE 14MALL OF AMERICA4. What specific marketing actions would you propose that Mall of America managers take toensure its continuing success in attracting
16、visitors (a) from the local metropolitan area and(b) from outside of it?14-35RetailingRetailing consists of all activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use.14-36Scrambled MerchandisingScrambled merchandising consists of offering several unrelated product lines in asingle retail store.14-37TelemarketingTelemarketing consists of using the telephone to interact with and sell directly to consumers.14-38Reta
