Chapter 13: Wholesaling and Retailing Wholesaling · Chapter 13: Wholesaling and Retailing Retail Marketing! •Successful retailers are the ones that focus on only a few “core
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Chapter 13: Wholesaling and Retailing
Wholesaling• Wholesaling is the process of buying or handling
merchandise and subsequently reselling it to organizational users, other wholesalers, and retailers.
• The largest category is machinery & electronics followed by food & beverages, automotive parts and building supplies
• Not all wholesalers perform every wholesaling function and the following list describes the basic functions required so when wholesalers are required companies choose one that suits there needs?
Activities related to the sale of goods to final consumers, for personal, family, and household use. It is the last stage in the channel of distribution. Retail sales last year$450 billion!
The whole scope of retailing has undergone dramatic changes recently!
• Successful retailers are the ones that focus on only a few “core strengths”. The 5 elements are price, product, service, access and experience.(13.4)
• When shopping for goods consumers have choices so decisions are based on, image, hours open, parking, quality of products, services provided, location and environment of store.
• Successful retailers are adapting to consumer changes and tougher economic times and are revising there marketing strategies accordingly and developing a retail marketing mix strategy
Time-pressed consumers are looking for more convenient shopping solutions.($15 billion in 2009)
Buying direct via Infomercials>bullet info Direct-Response Advertising Traditional and Electronic Catalogues>sears Direct Selling In-home Demonstrations Vending Machines Temporary Kiosks (Pop-up Retail like Peoples) Electronic Shopping (online)**342 see next
Central Business District>Eaton centre t.o. Suburban mall> has Sears, Bay, Walmart Outlet Mall> trendy, hip, modernMega-Mall> West Edmonton Mall Power Mall> Superstores with everything Lifestyle mall> attracting leisure shoppers Strip mall> smaller clustered Standalone Store>Staples, Home Depot