MOS 2320 - Ch 13.doc

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Management and Organizational Studies
Management and Organizational Studies 2320A/B
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Chapter 13 NotesRetailing Includes all the activities involved in selling products or services directly to final consumers for their personal nonbusiness useRetailers businesses whose sales come primarily from retailing Shopper marketing the idea that the retail store itself is an important marketing medium Shopper marketing involves focusing the entire marketing process toward turning shoppers into buyers at the point of saleThese efforts should be coordinated around the shopping process itself Nonstore retailing has been growing much faster than has store retailing it includes selling to final consumers through the internet direct mail catalogues and telephoneTypes of RetailersCan be classified in terms of several characteristics including amount of service they offer breadth and depth of their product lines relative prices they charge and how they are organized Amount of Service 3 levels self service limited service and full service Selfservice retailers service customers who are willing to perform their own locate compareselect process to save time or money typically used by retailers selling convenience goods and nationally branded fastmoving shopping goods Limitedservice retailers provide more sales assistance because they carry more shopping goods about which customers need informationFullservice retailers salespeople assist customers in every phase of the shopping process EX Highend speciality stores firstclass department storesProduct LineSpeciality stores carry narrow product lines with deep assortments within those linesDepartment stores carry a wide variety of product linesService remains the key differentiating factor Supermarkets most frequently shopped type of retail store today facing slow sales growth because of slower population growth Convenience stores small stores that carry a limited line of highturnover convenience goodsSuperstores much larger than regular supermarkets and offer a large assortment of routinely purchased food products nonfood items and servicesCategory killerssuperstores that are actually giant speciality storesService retailers products are actually servicesEX hotels and motels banks airlines universities hospitals and dry cleaners
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