Marketing 2030 Chapter 11.docx

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22 Apr 2012
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CHAPTER 11:
Retailing: Special Delivery
Retailing: The final stop in the distribution channel by which goods and services are sold to consumers
for their personal use
o Wheel of Retailing Hypothesis: A theory that explains how retail firms change, becoming more
upscale as they go through their life cycle
o Retail Life Cycle: A process that focuses on the various retail life cycle stages from introduction to
decline
The Evolution Continues: What's "In Store" for the Future
o Demographics: Convenience for Working Women, Catering to Specific Age Segments, Recognizing
ethnic diversity
o Technology:
Point of Sale Systems: Retail computer systems that collect sales data and are hooked
directly into the store's inventory control system
o Globalization:
Types of Retailers:
Classifying Retailers by What They Sell:
o Merchandise Mix: The total set of all products offered for sale by a firm, including all product lines
for sale by a firm, including all product lines sold to all consumer groups.
o Merchandise Assortment: The range of products sold
o Merchandise Breadth: The number of different product lines available
o Merchandise Depth: The variety of choices available for each specific product
o Scrambled Merchandising: A merchandising strategy that offers consumers a mixture of
merchandise items that are not directly related to each other
o Inventory Turnover: The average number of times a year a retailer expects to sell its inventory
Store Types:
o Convenience, Supermarkets, Speciality Stores, General Merchandise Discount Stores, Warehouse
Clubs, Factory Outlet Stores, Department Stores
o Off Price Retailers: Retailers that buy excess merchandise from well-known manufacturers and
pass the savings on the customers
o Hypermarkets: Retailers with the characteristics of both warehouse stores and supermarkets;
They are several times larger than other stores and offer virtually everything from grocery items to
electronics
Developing a Store Positioning Strategy: Retailing as Theatre
Store Image: The way a retailer is perceived in the marketplace relative to the competition
Atmospherics: The use of colour, lighting, scents, furnishings, and other design elements to create a
desired store image
o Store Design: Setting the Stage:
Store Layout
Traffic Flow: Direction in which shoppers move through the store and areas they pass
Fixture types and Merchandise Density
The Sound of Music
Colour and Lighting
o The Actors: Store Personnel:
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