MKBU 3225 Chapter Notes - Chapter 13: Discount Store, Relative Price, Category Killer
3 Nov 2016
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Retailing: all activities involved in selling goods/services directly to final consumers for personal, nonbusiness use. Retailer: business whose sales come primarily from retailing. Shopper marketing: focusing entire marketing process on turning shoppers into buyers as they approach point of sale. Organizational approach: corporate chains: 2+ outlets commonly owned & controlled. Product assortment & services decision: 3 major product variable decisions product assortment, services mix, & store atmosphere. Place decision: shopping center: group of retail businesses built on site that is planned, developed, owned, & managed as unit. New retail forms, shortening retail life cycles, & retail convergence. Growth of direct, online, mobile, & social media retailing: showrooming: shopping of coming into retail store showrooms to check out merchandise & prices but instead buying from online-only rival, sometimes while in store. Wholesaling: all activities involved in selling goods & services to those buying for resale/business use. Wholesaler: firm engaged primarily in wholesaling activities.
