MKTG 300 Chapter Notes - Chapter 13: The Home Depot, Dollar Tree, Direct Marketing

• School: University of San Diego
• Department: Marketing
• Course: MKTG 300
• Professor: O'' Neal Carlton

Document Summary

Retailing all activities involved in selling g/s directly to final customers for their personal, nonbusiness use. Retailer business whose sales come primarily from retailing. Self-servicer: serve customers who are willing to perform their own locate-compare-select process to save time and money -- basis of all discount operations, used typically by convenience stores (target) Limited-service: provide more sales assistance bc they carry more shopping goods info (sears) Full-service: assist customers in every phase of shopping process (nordstroms, tiffany"s) Shopper marketing focusing entire mktg process on turning shoppers into buyers as they approach the point of sale, whether during in-store, online, or mobile shopping. Specialty store carry narrow product lines with deep assortments within those lines. Department store carry wide variety of product lines, each operated as a separate dept. Supermarket most frequently visited; large, low-cost, low-margin, high-volume, self-service store that carries a wide variety of grocery and household products (walmart, costco, dollar tree)