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Retail Marketing Strategy
Dr. Mary JoyceSpring 2007
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Class Objectives—Week of 1/22/07
• To define retailing;• What trends are shaping today’s global retailers?
• What are the career options in retailing?• What are the different types of retailers?• How do services retailers differ from merchandise retailers?
• What are vertical vs. traditional marketing systems?
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What is this thing called retailing?
• Retailing comprises the activities involved in marketing goods and services to consumers for their personal, family, or household use.
• Retailing is the last stage in the distribution process, but might also be looked at as the initial stage in the process . . .
• Retailers are the liaison between the commercial channel and final consumers
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Distribution functions performed by retailers
• Providing assortments of products and services
• Breaking bulk• Holding inventory• Providing services• Increasing the value of products and services
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Types of retailers
• There are two types of retailers—the quick and the dead . . .
• Cereality
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Types of retailers
• http://www.nxtbook.com/nxtbooks/nrfe/stores0106-globalretail/index.php
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Types of retailers
• Type of merchandise – http://www.census.gov/epcd/www/naics.html
• Variety and assortment (breadth, depth, SKUs)
• Services offered• Prices & costs of offering breadth and depth of merchandise and services
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Careers in retailing
• Store management• Merchandise management• Corporate staff
– MIS– Operations/Distribution– Promotions/Advertising– Loss Prevention– Finance/Control– Real Estate– Store Design– HRM
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Services retailers and the continuum
Whole-saleclub
Super-market
Cate-gory
Special-ist
Opti-cal
centerRestau-
rant Air-line
Bank/Univer-sityAll goods/
No services
All services/No goods
Spec-ialtyDept.Store
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Services vs. Merchandise Retailers
• Intangibility• Simultaneous production and consumption
• Perishability• Inconsistency
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Retail ownership
• Independent (Sterling Art)– SBA
• Chain• Franchise• Leased department • Vertical marketing system• Consumer cooperative
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Traditional vs. vertical marketing systems
Character Traditional Administered Contractual Corporate
Cooperation Little-none Some-good Good Complete
Control None Economic power and leadership
Contracts Ownership
Examples typical of independents
Miller’s Beer, O.M. Scott
McDonalds, IGA, Ace Hardware
Sherwin-Williams, Gap,
Limited