MKT 311 Chapter Notes - Chapter 11: Shopper Marketing, Self-Service, Sales Promotion
Marketing 311
Chapter 11
11.1
-Retailer: Business whose sales come primarily from retailing
-Omni-channel retailing: creating a seam- less cross-channel buying
experience that integrates in-store, online, and mobile shopping
-Shopper marketing: Focusing the entire marketing process toward
turning shoppers into buyers as they approach the point of sale
-Retailer classification is based on: amount of service offered, breadth and
depth of product lines, relative prices charged, and organization
-Self service: retailers serve customers who are willing to perform their
own locate-compare-select process to save time or money. Self-service is
the basis of all discount operations and is typically used by retailers
selling convenience goods and nationally branded, fast-moving shopping
goods.
-Limited service: Carry more shopping goods about which customers
need information, provide more sales assistance
-Full service retailers: carry more specialty goods, assist customers in
every phase of the shopping process
-Voluntary chain: wholesaler sponsored independent retailers engaged in
a group buying and merchandising
-Retailer cooperative: group of independent retailers who jointly establish
a central buying organization and conduct joint promotion efforts
11.2
-Goal is to create value for targeted retail customers
-Target markets must be segmented and defined
-Retailers then decide how to differentiate and position themselves in
those target markets
-Retailers must determine three product variables: Product assortment,
services mix, store atmosphere
-Product assortment: Offer merchandise that no other competitor
carriers
-Store’s atmosphere: coincides with experiential retailing
-Pricing policy must fit the target market and positioning, product and
service assortment, the competition and economic factors
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Document Summary
Retailer: business whose sales come primarily from retailing. Omni-channel retailing: creating a seam- less cross-channel buying experience that integrates in-store, online, and mobile shopping. Shopper marketing: focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale. Retailer classification is based on: amount of service offered, breadth and depth of product lines, relative prices charged, and organization. Self service: retailers serve customers who are willing to perform their own locate-compare-select process to save time or money. Self-service is the basis of all discount operations and is typically used by retailers selling convenience goods and nationally branded, fast-moving shopping goods. Limited service: carry more shopping goods about which customers need information, provide more sales assistance. Full service retailers: carry more specialty goods, assist customers in every phase of the shopping process. Voluntary chain: wholesaler sponsored independent retailers engaged in a group buying and merchandising.
