Retailing and Wholesaling参考.ppt

Wholesaling Merchant wholesalers is the largest group of wholesalers and include: Full-service wholesalers who provide a full set of services Limited service wholesalers who provide few services and specialized functions Types of Wholesalers * * * Self-service retailers serve customers who are willing to perform their own locate-compare-select process to save money. They include: Wal-Mart and Supermarkets. Limited service retailers provide more sales assistance because they carry more shopping goods about which customers need more information. Examples include Sears and JC Penney. Full-service retailers assist customers in every phase of the shopping process, resulting in higher costs that are passed on to the customer as higher prices. Includes department stores and specialty stores * Note to Instructor Discussion Question What are examples of these types of stores? It might be difficult, depending on their geographic region, to find examples of superstores. Ask them where they would rather shop for a computer, a department store like Wal-Mart or a category killer like Best Buy? Why? * * Note to Instructor Product assortment should differentiate the retailer while matching target shoppers’ expectations. Offers merchandise that no other competitor carries: Private or national brands Merchandising events Highly targeted product assortment Services mix should also serve to differentiate the retailer from the competition with customer support. Store atmosphere is the physical layout that makes moving around the store hard or easy. * * Note to Instructor Discussion Question Why would a retailer engage in high-low pricing? In most cases it is to increase store traffic, clear out unsold merchandise, create a low price image, or attract customers who will buy other goods at full price. * * Note to Instructor Discussion Question What percent of your purchases are online? Why is it low for some types of products? It might be surprising to see that for certain catego