Marketing - Chapter 11

Retailing

All the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use

Retailers

Business whose sales come primarily from retailing

Shopper marketing

Focusing the marketing process on turning shoppers into buyers as they move along toward the point of sale, whether during in-store, online, or mobile shopping

Omnichannel marketing

Creating seamless cross channel customer experiences that integrate in-store, online, mobile, and other channels

Specialty stores

Retail stores that carry a narrow product line with deep variety within that line

Department stores

Retail stores that carry a wide variety of product lines, each operated as a separate department managed by specialist buyers or merchandiers

Supermarkets

Large, low-cost, low-margin, high-volumn, self-service stores that carry a wide variety of grocery and household products

Superstores

Stores much larger than regular supermarkets that offer a large assortment of routinely purchased food products, nonfood items, and services

Concenience stores

Small stores, typically located near residential areas, that are open long hours seven days a week and carry a limited line of high-turnover convenience goods

Discount store

A retail operation that sells standard and own-brand merchandise at lower prices by accepting lower margins and selling at higher volume

Off price retailers

Retailers that buy at less than regular wholesale prices and sell at low retail prices

Service retailers

Retailers whose core product line is actually a service; hotels, airlines, banks, colleges

Corporate chains

Two or more outlets that are commonly owned and controlled

Franchise

A contractual association between a manufacturer, wholesaler, or service organization (franchisor) and independent business people (franchises) who buy the right to own and operate one or more units in the franchise system

Direct mail marketing

Marketing that involves sending an offer, announcement, reminder, or other item directly to a person at a particular address

Catalog marketing

Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Telemarketing

Using the telephone to sell directly to customers

Shopping center

A group of retail businesses built on a site that is planned, developed, owned, and managed as a unit

Retail media networks

retailer owned advertising services that let marketers and brands buy advertising space across all of the retailer’s interconnected digital touchpoints

Wholesaling

All the activities involved in selling goods and services to those buying fro resale or business use

Wholesalers

Firms engaged primarily in wholesaling activites

merchant wholesalers

Independently owned wholesale businesses that take title to the merchandise they handle

Broker

A wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation

Agent

A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods

Manufactures and retailers branches and offices

Wholesaling by sellers or buyers themselves rather than through independent wholesalers