16 Managing Retailing, Wholesaling, and Logistics Uma Uma Pricilda.J Pricilda.J VIT Business School VIT Business School VIT University VIT University Chapter Questions Chapter Questions What major types of marketing What major types of marketing intermediaries occupy this sector? intermediaries occupy this sector? What marketing decisions do these What marketing decisions do these marketing intermediaries make? marketing intermediaries make? What are the major trends with marketing What are the major trends with marketing intermediaries? intermediaries? Retailing Retailing Includes all the activities involved in selling goods or services directly to final consumers for personal, Non-business use. Major Retailer Types Major Retailer Types Specialty store Specialty store Department store Department store Supermarket Supermarket Convenience store Convenience store Discount store Discount store Off Off- -price retailer price retailer Superstore Superstore Catalog showroom Catalog showroom Levels of Retail Service Levels of Retail Service Self Self- -service service Self Self- -selection selection Limited service Limited service Full service Full service Non Non- -store Retailing store Retailing Direct selling Direct selling Direct marketing Direct marketing Automatic vending Automatic vending Buying service Buying service Major Types of Corporate Retail Major Types of Corporate Retail Organizations Organizations Corporate chain store Corporate chain store Voluntary chain Voluntary chain Retailer cooperative Retailer cooperative Consumer cooperative Consumer cooperative Franchise organization Franchise organization Merchandising conglomerate Merchandising conglomerate Retailers Retailers ’ ’ Marketing Decisions Marketing Decisions Target market Target market Product assortment Product assortment Service/store atmosphere Service/store atmosphere Price Price Communication Communication Location Location Retail Category Management Retail Category Management Define the category Figure out its role Set goals Choose the audience Implement the plan Figure out tactics Assess performance
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