MARKETING THE INDUSTRY SEGMENTS

MARKETING THE INDUSTRY SEGMENTS

4.10 Explain the retail segment of the travel industry.

Mall of America

• Bloomington, MN• Most visited attraction in the

US• 43 million shoppers annually• Largest enclosed retail and

entertainment complex in the US

• Opened in 1992

Mall of America (cont.)

• Over 500 specialty stores• 60 restaurants• 7 night clubs• 14 movie theaters• Theme park• College Campus• 11,000 employees• 2,000 parking spaces

• Contributes more than $1.7 billion in economic impact annually to Minnesota

• Tourism is credited for 4 of every 10 visits to the mall.

• Soho and Nolita• Fifth and Madison Avenues• Seventh Avenue• Manhattan• 42nd and 44th Streets

Soho and Nolita

• Shop where the rich and famous shop.

• Hear the inside scoop on celebrities while you shop.

Fifth and Madison Avenues

• Designer palaces• Trends of the season• Most “posh” shopping district in the world

• Barney’s is a high class store for men and women who want to dress well.

Seventh Avenue

• Home of the fashion industry• Streets filled with accessories

Manhattan

• Art Deco Emporium• Bloomingdale’s• Macy’s

42nd and 44th Streets

• Gold and jewels• Precious metals appraisals

• Central Coast is known for open-air markets, seaside galleries, and charming boutiques.

• San Francisco Bay Area has it all, from top designers in boutiques and department stores to ethnic influences in established neighborhoods and one-of-a-kind creations at neighborhood festivals.

• North Coast is for those who prefer antiquing.

San Diego has sprawling discount outlet centers, outdoor shopping malls, and quaint upscale boutiques.

• Los Angeles is the place to purchase latest fashions from top local and world-renowned designers. Shop among the stars on Rodeo Drive and Beverly Hills.

•Concord Mills•Burlington Manufacturer’s Outlet Center

•Tanger Outlet Centers

Concord Mills

• Concord, NC• Shoppertainment in an oval racetrack layout reflective of the NASCAR area

• Shopping destination of the Carolinas

Burlington Manufacturer’s Outlet Center

• NC’s first and original factory outlet center

• Over 60 factory outlet and designer stores

Tanger Outlet Centers• The nation’s most popular brand name manufacturers and upscale designer outlet stores

• Located in 20 states coast to coast• Burlington• Nags Head• Myrtle Beach• Parks on the Parkway, Blowing Rock, NC• Pigeon Forge and Sevierville, TN

• Headquarters in Greensboro, NC

Festival: A periodic season or program of cultural events that includes crafts, entertainment, and recreation and is often held in the streets.

*Many local street festivals are admission free to the visitor. Event vendors give a percentage of their retail sales to the sponsor to help defray the cost of the event.

• Asheboro Fall Festival• Azalea Festival, Wilmington• Barbecue Festival, Lexington• Beaufort Music Festival• Bele Chere, Asheville• Festival in the Park, Charlotte• NASCAR Days, Randleman• NC Rhododendron Festival, Bakersville

• NC Oyster Festival, Ocean Isle Beach

• Southwest Old Threshers Reunion, Denton

• Wooly Worm Festival, Banner Elk

Azalea Festival• Wilmington• Oldest festival in NC, established in 1948• More than 200,000 estimated to attend the two

day street fair• More than 100,000 gather to watch the festival

parade• 1,000 volunteers are required to stage over 125

events that include shopping, art shows, special exhibits, entertainment, and a circus.

• The Southeast Tourism Society selected the NC Azalea Festival as one of its Top 20 events for 2003.

Beaufort Music Festival

• 2003, 15th year celebration of music• Three day fair and music on the

waterfront and historic district

Bele Chere, Asheville

• Largest free festival in the Southeast• Over 350,000 people attend

Festival in the Park, Charlotte

• Started in 1964 by John Belk and Grant Whitney

• Art and craft show in Freedom Park

NASCAR Days, Randleman

• Richard Petty Museum• NASCAR drivers, displays, show cars,

food, and entertainment

Heritage/Cultural Shopping

Heritage: Relevant to tradition or the pastCultural: Related to the practices of a society that include its customary beliefs, social roles, and material objects that are passed down from generation to generation*Magazines from the Travel Industry Association of America and Smithsonian list NC among the “Top 10” states for cultural and heritage travel.

Heritage/Cultural shopping

• Cherokee• Mast General Store, Valle Crucis• Old Salem, Winston-Salem• Charleston, SC• Pennsylvania Dutch Country, PA• Williamsburg, VA

• Antique consignment malls• Cameron, NC• Historic Gold Hill, NC• Liberty (NC) Antique FestivalLargest outdoor antique festival in the

Southeastern USHeld annually in May and SeptemberHigh quality antique furniture attracts

celebrities

Pottery: Hand-thrown clay (mud) shaped using a potter’s wheel; kiln-fired, traditional, functional, and decorative earthenware

Seagrove, NC• Largest and oldest community of working potters

in the US• Nowhere in the country is there a similar colony

of artists whose studios and workshops are open every day for travelers and friends to stop in to observe and shop. For the purchaser, it is a way to know the origin of the piece, and for the artist it is a chance to know the consumer.

• Over 100 potters make and sell their wares from their shops in the Seagrove area today.

Seagrove, NC (cont.)

• Retail pottery galleries in Seagrove– Blue Moon Gallery– Seagrove Pottery– Village Pottery Marketplace

• NC Pottery Center, the first state pottery center in the nation, opened in 1998.

• Museum of NC Traditional Pottery

Sanford, NC

• North State Pottery was a pottery sales outlet started in 1924 by Rebecca Cooper– Employed members of the Owens family– Exhibited pottery at the 1926 NC State

Fair in Raleigh– Ceased operation in the late 1950s when

the last of the Coopers died

Sanford, NC (cont.)

• A.R. Cole (1892-1974) opened his first workshop in Seagrove during 1927, but moved to Sanford and established his pottery in 1934.– Continues to operate as Cole’s Pottery,

operated by A.R.’s daughter and her grandson– Is the only original major Cole-related

pottery still producing in NC

• Governor Mike Easley proclaimed 2004-2005 as the “Year of the Craft” in NC.

• NC is third in the nation in craft income.

• According to the NC Arts Council, arts and crafts provide jobs for more than 5,100 people and provide an income of more than $538 million each year.

Trade shows• International Home Furnishings Market,

High Point• Southern Christmas Show, Charlotte• Southern Ideal Home Show, Greensboro

and Raleigh• Southern Farm Show, Raleigh• Auto Fair, Lowe’s Motor Speedway,

Concord and others!

International Home Furnishings Market, High Point • Opened in 1909 as Southern Home Furniture Market• Held twice a year• Name changed in 1989 to International Home

Furnishings Market• 11 million square feet of showroom space• Over 70,000 attendees• Visitors from 100 countries• Total economic impact now over one billion dollars

a year to the Triad region• Restricted to wholesale buyers

Agritourism: A commercial enterprise conducted at a working farm or ranch for the enjoyment of visitors and to generate income for the owner

• Christmas tree farms• NC wineries• Produce and plant farming• Animal farms• Corn mazes

Christmas tree farms

• 100 Christmas tree farms statewide

• NC ranks second nationally in Christmas tree production and leads the nation in Fraser fir production

• In 2001, growers harvested 4.5 million Christmas trees valued at $99 million.

Viticulture/Enology: Viticulture is the study of growing grapes. Enology is the study of making wine.

Surry Community College in Dobson, NC, offers a program leading to a certificate, a diploma, or an associate degree in viticulture/enology.

NC Vineyards• NC is home to 250 vineyards and over 30

award-winning wineries.• NC’s rich farmland and mild climate

contribute to the success and wide variety of grapes that produce more than 500 thousand gallons of wine annually.

• NC is home of nation’s first cultivated wine grape, the scuppernong.

• The first scuppernong vine was cultivated in the 1500s in Sir Walter Raleigh’s Colony on Roanoke Island.

• Biltmore Estate Winery, Asheville• Shelton Vineyards, Dobson• Dennis Vineyards, Albemarle• Duplin Winery• Silver Coast Winery, Shallotte

• Asheville, NC• Largest winery in

NC• 100,000 cases of

wine produced per year

• Tasting and retail room

Shelton Vineyards• Dobson, NC• Second largest

winery in NC• Tasting and retail

room• Shelton At Sunset

Concert Series• Shelton Cheeses,

production and retail

Dennis Vineyards• Albemarle, NC• Tasting and retail room• 2002 1st place winner at NC State

FairDuplin Winery

• Oldest operating winery in NC, the 26th in the country to be bonded after Prohibition

• Tasting and retail room, theater, and dining facilities

• One of the first to actively promote health benefits of wine

Silver Coast Winery• Shallotte, NC• Coastal NC’s

premier producer of premium wines

• Tasting and retail room

• Offers tours from the vineyard to the bottle

• Special events

Produce and plant farming

• Marketing at roadside stands

• Peaches, pumpkins, vegetables

• Ornamental plants and flowers

Marketing strategies used in retail• ADVERTISING

Smaller businesses target markets through local print and broadcast media.Internet websites, print, and broadcast media are used by larger businesses. They also purchase and display billboards along major highways.

Marketing strategies used in retail• PERSONAL SELLING

PotteriesWineriesChristmas tree farmsRoadside stands

Marketing strategies used in retail• SALES PROMOTIONS

TastingDisplaysCouponsFree samplesGames

Marketing strategies used in retail

• Keen competition forces businesses to embrace the marketing concept of satisfying customers’ needs and wants in order to make a profit.