MKTG 2800 Lecture 16: CHAPTER 16
4 Sep 2016
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Document Summary
Retailing: all activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family or household use. Form of ownership: distinguishes retail outlets based on whether independent retailers, corporate chains, or contractual systems own the outlet. Level of service: is used to describe the degree of service provided to the customer. Merchandise line: how many different types of products a store carries and in what assortment. Depth of product line: store carries a large assortment of each item. Breadth of product line: variety of different items a store carries. Scrambled merchandising: offering several unrelated product lines in single store. Hypermarket: large stores based on a simple concept: offer everything under one roof. Intertype competition: competition between very dissimilar types of retail outlets. Nonstore retailing: occurs outside a retail outlet through activities that involve varying levels of customer and retailer involvement. Telemarketing: using the telephone to interact with and sell directly to consumers.
