COMMERCE 2MA3 : Chapter 12.docx
8 Dec 2014
School
Department
Course
Professor
Document Summary
Chapter 12 - retailers, wholesalers, and direct marketers. Activities involved in selling merchandise to ultimate consumers. Act as both customers and marketers in their channels. Wheel of retailing: new type of retailer gains a competitive foothold by reducing its prices than current outlets charge. Retailing strategy: selecting a target market, developing a retailing mix to satisfy the chosen market, also includes (pestel and. Consider the size and the profit potential of the market and the level of competition. And then pick one to be targeted: merchandising strategy. Guides retailer"s decisions on the product mix (lines, depth, width) it will offer. Retailers have to consider: needs and preferences of its target market, competitive environment influencing choices, overall profitability of each product line and category. Category management: seeks to improve retailer"s product performance through coordinated buying, merchandising, and pricing. Evaluate performance according to each product category and not a single brand.
