MKTG 2800 Chapter Notes - Chapter 16: The Home Depot, Strip Mall, J. C. Penney
11 Sep 2017
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Retailing - includes all activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use. Form of ownership - distinguishes retail outlets based on whether independent retailers, corporate chains, or contractual systems own the outlet. Level of service - used to describe the degree of service provided to the customer. Three levels of service are provided by self-, limited-, and full-service retailers. Merchandise line - describes how many different types of products a store carries and in what assortment. Depth of product line - means the store carries a large assortment of each item, such as a shoe store that offers running shoes, dress shoes, and children"s shoes. Breadth of a product line - refers to the variety of different items a store carries, such as appliances and books. Scrambled merchandising - offering several unrelated product lines in a single store.
