MKT 305 Chapter Notes - Chapter 12.1: Dry Cleaning, Nordstrom
Document Summary
Covers all of the activities involved in the sale of products to final consumers. Range from large chains of specialized stores to individual merchants. Some operate from stores, others do not operate from stores. Most sell physical goods produced by someone else. But sometimes the retailer is also the producer. A firm that owns and manages more than one store. Chains can buy in larger quantities and earn lower prices. Chains have grown rapidly and account for about half of all retail sales. The franchisor develops a good marketing strategy and the retail franchise holders carry out the strategy in their own units. Carried anything they could sell in reasonable volume. Specialize in certain lines of related products rather than a wide assortment. Might carry only a specific type of product, but offer depth in that limited line. Aimed at a carefully defined target market by offering a unique product assortment, knowledgeable salespeople, and great service.
