![Page 1: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/1.jpg)
Chapter 1
![Page 2: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/2.jpg)
• Define Retailing– Various Perspectives– Impact– Special Characteristics
• Concept of Strategic Planning• Relate Marketing Concept to Retailing
– Total Retail Experience– Customer Service– Relationship Retailing
![Page 3: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/3.jpg)
The business activities involved in selling
goods and services to consumers for their
personal, or household use. It includes
every sale of goods and services to the
final consumer.
![Page 4: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/4.jpg)
• Opportunities– Start New Business– Franchising– Globalization
• Challenges– Bored Consumers– Time Poor Society– Too Many Stores– High Consumer Expectations
![Page 5: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/5.jpg)
• Tangible Goods
• Services
• Does NOT Always Include– Store– Retailer
![Page 6: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/6.jpg)
• Traditional Retailers– Sales $3 Trillion in U.S
• Non-Traditional Retailers– Sales $250 Billion
• Other Services– Several Hundred Billion
• Major Source of Jobs
![Page 7: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/7.jpg)
Manufacturer WholesalerFinal
ConsumerRetailer
![Page 8: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/8.jpg)
• Divergent Viewpoints
• Types of Distribution– Exclusive– Intensive– Selective
![Page 9: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/9.jpg)
• Competition in the Marketplace
• Product Image
• Slotting Allowances
• Distribution Rights
![Page 11: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/11.jpg)
• Providing Assortment
• Breaking Bulk
• Providing Service
• Holding Inventory
![Page 12: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/12.jpg)
Retailer
Wholesaler
Wholesaler
Wholesaler
ManufacturerBrand C
ManufacturerBrand D
ManufacturerBrand A
ManufacturerBrand B
ManufacturerBrand E
ManufacturerBrand F
Brand ACustomers
Brand BCustomers
Brand CCustomers
Brand DCustomers
Brand ECustomers
Brand FCustomers
![Page 13: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/13.jpg)
Retailer’sStrategy
Small Average Sales Impulse Purchases
Popularity of Stores
![Page 14: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/14.jpg)
• Define Business Type
• Set Objectives– Long-Term– Short-Term
• Determine Customer Market
• Devise Overall, Long-Run Plan
• Implement Integrated Strategy
• Evaluate Performance
![Page 15: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/15.jpg)
RetailingConcept
RetailStrategy
Customer Orientation
Coordinated Effort
Goal Orientation
Value-Driven
![Page 16: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/16.jpg)
Includes all the elements in a retail
offering that encourage or inhibit
consumers during their contact with a
retailer
![Page 17: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/17.jpg)
• Intangible
• Perishable
• Inseparable
• Inconsistent
• Satisfaction Based on:– Expectation– Past Experience– Perceptions
![Page 18: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/18.jpg)
• Total Retail Experience
• Monitor Customer Satisfaction
• Stay in Touch with Customers
![Page 19: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/19.jpg)
• Do We Trust Our Customers?• Do We Stand Behind What We Sell? • Do We Stress Promise-Keeping in Our Firm?• Do We Value Customer Time?• Do We Communicate with Customers Respectfully?• Do We Respect ALL Customers?• Do We Thank Customers for Their Business?• Do We Respect Employees?
![Page 20: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/20.jpg)
• The Definition of Retailing– Various Perspectives– Impact– Special Characteristics
• Concept of Strategic Planning• How the Marketing Concept Relates
to Retailing– Total Retail Experience– Customer Service– Relationship Retailing
![Page 21: Chapter 1. Define Retailing –Various Perspectives –Impact –Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing](https://reader035.vdocuments.site/reader035/viewer/2022062408/56649e8f5503460f94b92adb/html5/thumbnails/21.jpg)
Questions?
Questions?
Question
s?
Questions?
Questions?