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RETAILING

CHAPTER

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AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

1. Identify retailers in terms of the utilities they provide.

2. Explain the alternative ways to classify retail outlets.

3. Describe the many methods of nonstore retailing.

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AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

4. Classify retailers in terms of the retail positioning matrix.

5. Develop retailing mix strategies over the life cycle of a retail store.

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TRADING UP…AT TARGET!

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THE VALUE OF RETAILING

• Retailing

• Consumer Utilities Offered by Retailing

• The Global Impact of Retailing

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FIGURE 17-1 FIGURE 17-1 Which company best represents which utilities?

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FIGURE 17-2 FIGURE 17-2 Retail sales ($billions), by type of business

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Polo What consumer utility is offered?

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CLASSIFYING RETAIL OUTLETS

• Form of Ownership

Independent Retailer

Corporate Chain

Contractual Systems

• Business-Format Franchises

• Product-Distribution Franchises

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MARKETING NEWSNET

Say Good-Bye to Bar Codes!

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Radio Shack What form of retail ownership?

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FIGURE 17-3 FIGURE 17-3 The top five franchises in the United States

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CLASSIFYING RETAIL OUTLETS

• Level of Service

Self-Service

Limited Service

Full-Service

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CLASSIFYING RETAIL OUTLETS

• Type of Merchandise Line

Depth of Product Line

• Specialty Outlets

• Category Killers

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FIGURE 17-4 FIGURE 17-4 Breadth versus depth of merchandise lines

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CLASSIFYING RETAIL OUTLETS

• Merchandise Line

Breadth of Product Line

• General Merchandise Stores

• Scrambled Merchandising

• Hypermarket

• Supercenter

• Intertype Competition

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FIGURE 17-5 FIGURE 17-5 Differences between hypermarkets and supercenters

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NONSTORE RETAILING

• Automatic Vending

• Direct Mail and Catalogs

• Television Home Shopping

Do-Not-Call Registry

• Online Retailing

• Telemarketing

• Direct Selling

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FIGURE 17-6 FIGURE 17-6 Forms of nonstore retailing

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Coke Vending Machine What are the strengths and weaknesses

of this form of nonstore retailing?

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Specialty Catalogs What are the strengths and weaknesses

of this form of nonstore retailing?

Sears L.L. BeanLilly’s Kids

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QVC Television Home Shopping What are the strengths and weaknesses

of this form of nonstore retailing?

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Online Retailing What are the strengths and weaknesses

of this form of nonstore retailing?

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Internet Cafés What are the strengths and weaknesses

of this form of nonstore retailing?

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RETAILING STRATEGY

• Positioning a Retail Store

Retail Positioning Matrix

• Breadth of Product Line

• Value Added

Keys to Positioning

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FIGURE 17-7 FIGURE 17-7 Elements of a retailing strategy

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FIGURE 17-8 FIGURE 17-8 Retail positioning matrix

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FIGURE 17-A FIGURE 17-A Implications of the retailing positioning matrix

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ADVERTISEMENT 17-AADVERTISEMENT 17-A Tiffany: A retailer in the high-value added/narrow line quadrant of the retail positioning matrix

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RETAILING STRATEGY

• Retailing Mix

Retail Pricing

• Markup

• Markdown

Original Markup

Maintained Markup

Gross Margin

• Markup on Selling Price

• Markup on Cost

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RETAILING STRATEGY

• Retailing Mix

Retail Pricing

• Everyday Low Pricing

• Everyday Fair Pricing

• Prices as Benchmarks or Signposts

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RETAILING STRATEGY

• Retailing Mix

Retail Pricing

• Shrinkage

• Off-Price Retailing

Warehouse Club

Outlet Store

Single-Price or Extreme Value Retailers

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ETHICS AND SOCIAL RESPONSIBILITY ALERT

Who Takes the Five-Finger Discount? You’ll Be Surprised!

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RETAILING STRATEGY

• Retailing Mix

Store Location

• Central Business District

• Regional Shopping Center

Anchor Stores

• Community Shopping Center

• Strip Location

• Power Center

• Carts, Kiosks, and Wall Units

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RETAILING STRATEGY

• Retailing Mix

Retail Communication

• Category Management

• Image

• Atmosphere or Ambiance

Merchandise

• Consumer Marketing at Retail (CMAR)

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THE CHANGING NATUREOF RETAILING

• The Wheel of Retailing

• The Retail Life Cycle

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FIGURE 17-9 FIGURE 17-9 The wheel of retailing

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FIGURE 17-10 FIGURE 17-10 The retail life cycle

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FUTURE CHANGES IN RETAILING

• Multichannel Retailing

Multichannel Retailers

• The Impact of Technology

• Changing Shopping Behavior

Vertical Malls

Co-Branding

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VIDEO CASE 17Mall of America

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1. Why has Mall of America been such a marketing success so far?

VIDEO CASE 17Mall of America

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2. 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?

VIDEO CASE 17Mall of America

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3. (a) What criteria should Mall of America use in adding new facilities to its complex? (b) Evaluate(i) retail stores, (ii) entertainment offerings, and (iii) hotels on these criteria.

VIDEO CASE 17Mall of America

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4. What specific marketing actions would you propose that Mall of America managers take to ensureits continuing success in attracting visitors (a) from the local metropolitan area and (b) from outside of it?

VIDEO CASE 17Mall of America

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Retailing

Retailing includes all activities involved in selling, renting, and providing goods and services to ultimate consumers for personal, family, or household use.

Retailing includes all activities involved in selling, renting, and providing goods and services to ultimate consumers for personal, family, or household use.

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Form of Ownership

Form of ownership distinguishes retail outlets based on whether individuals, corporate chains, or contractual systems own the outlet.

Form of ownership distinguishes retail outlets based on whether individuals, corporate chains, or contractual systems own the outlet.

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Level of Service

Level of service is the degree of service provided to the customer and includeself-, limited-, and full-service retailers.

Level of service is the degree of service provided to the customer and includeself-, limited-, and full-service retailers.

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Merchandise Line

A merchandise line describes how many different types of products a store carries and in what assortment.

A merchandise line describes how many different types of products a store carries and in what assortment.

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Depth of Product Line

Depth of product line means that the store carries a large assortment of each item.

Depth of product line means that the store carries a large assortment of each item.

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Breadth of Product Line

Breadth of product line refers to the variety of different items a store carries.Breadth of product line refers to the variety of different items a store carries.

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Scrambled Merchandising

Scrambled merchandising involves offering several unrelated product linesin a single store.

Scrambled merchandising involves offering several unrelated product linesin a single store.

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Hypermarket

A hypermarket is a large store (more than 200,000 square feet) that offers consumers everything in a single outlet, eliminating the need to shop at morethan one location.

A hypermarket is a large store (more than 200,000 square feet) that offers consumers everything in a single outlet, eliminating the need to shop at morethan one location.

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Intertype Competition

Intertype competition means there is competition between very dissimilar types of retail outlets.

Intertype competition means there is competition between very dissimilar types of retail outlets.

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Telemarketing

Telemarketing involves using the telephone to interact with and selldirectly to consumers.

Telemarketing involves using the telephone to interact with and selldirectly to consumers.

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Retail Positioning Matrix

The retail positioning matrix is amatrix that positions retail outlets ontwo dimensions: breadth of product line and value added.

The retail positioning matrix is amatrix that positions retail outlets ontwo dimensions: breadth of product line and value added.

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Retailing Mix

The retailing mix includes the activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise.

The retailing mix includes the activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise.

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Shrinkage

Shrinkage is the breakage and theftof merchandise by customers and employees.

Shrinkage is the breakage and theftof merchandise by customers and employees.

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Off-Price Retailing

Off-price retailing involves selling brand-name merchandise at lower than regular prices.

Off-price retailing involves selling brand-name merchandise at lower than regular prices.

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Central Business District

The central business district is theoldest retail setting, usually locatedin the community’s downtown area.

The central business district is theoldest retail setting, usually locatedin the community’s downtown area.

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Regional Shopping Centers

Regional shopping centers consistsof 50 to 150 stores that typically attract customers who live or work within a5- to 10-mile range, often containingtwo or three anchor stores.

Regional shopping centers consistsof 50 to 150 stores that typically attract customers who live or work within a5- to 10-mile range, often containingtwo or three anchor stores.

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Community Shopping Center

A community shopping center consists of a retail location that typically has one primary store (usually a department store branch) and often 20 to 40 smaller outlets, serving a population of consumers who are within a 10- to 20-minute drive.

A community shopping center consists of a retail location that typically has one primary store (usually a department store branch) and often 20 to 40 smaller outlets, serving a population of consumers who are within a 10- to 20-minute drive.

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Strip Location

A strip location consists of a cluster of stores to serve people who are within a5- to 10-minute drive.

A strip location consists of a cluster of stores to serve people who are within a5- to 10-minute drive.

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Power Center

A power center consists of a huge shopping strip with multiple anchor(or national) stores.

A power center consists of a huge shopping strip with multiple anchor(or national) stores.

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Category Management

Category management is an approach to managing the assortment of merchandise in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales and profits in the category.

Category management is an approach to managing the assortment of merchandise in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales and profits in the category.

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Wheel of Retailing

The wheel of retailing is a concept that describes how new forms of retail outlets enter the market.

The wheel of retailing is a concept that describes how new forms of retail outlets enter the market.

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Retail Life Cycle

The retail life cycle is the process of growth and decline that retail outlets,like products, experience, whichconsists of the early growth, accelerated development, maturity, and decline stages.

The retail life cycle is the process of growth and decline that retail outlets,like products, experience, whichconsists of the early growth, accelerated development, maturity, and decline stages.

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Multichannel Retailers

Multichannel retailers utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television, and online retailing.

Multichannel retailers utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television, and online retailing.