Marketing Ch.16 Flashcards
Form of Ownership
distinguishes outlets based on independent/corporate or contractual
level of service
describes the degree of service provided to customer
merchandise line
how many diff tpyes of products a store carries and in what assortment
independent retailer
owned just by an individual
corp chain
multiple outlets under common ownership.
contractual systems
involve independently owned stores banded together to act like a chain
business format franchises
ex. mcdonalds, subway. Franchisor gives the whole layout. step by step prcoedures
product distribution franchises
ford dealerships, coca cola distributors. Franchisor, gives a few general guidelines. more independent
self service
customers preform many functions durring the purchase process
limited service
provide some services like credit/merchandise return. ex. Walmart/Kmart/Target
full service
specialy stores and department stores provide many services
depth of product line
stores carry large assortments of each item such as a shoe store offering running shoes, dress shoes and childrens shoes
specialty discount outlets
focus on one type of product ex. barnes and noble, best buy
breadth of product line
variety of different items a store carries ex. Appliances and books
General Merchandise Stores
broad product line limited depth
scrambled merchandising
offering several unrelated product lines in a single store
hypermarket
large stores that carry everything under one roof
intertype competition
competition between dissimilar types of retail outlets
retail positioning matrix
positions retail outlets based on breadth of product line vs value added
retailing mix
retail pricing, store location, retail communication, merchandise
off price retailing
selling brand name merchandise at lower than regular prices
Shopper marketing
the use of displays, coupons , product samples and other brand communications to influence shopping enviroment
category managment
assigns a manager the responsibility for selecting all product that consumers in a segment might view substitues for each other with the objective of maximizing sales and profit in a category.
Wheel of retailing
describes how new forms of retail outlets enter the market
- Enter as low status, low margin stores
- Gradually add fixtures and more embellishments, price and status rise.
- Add more services and prices and status increase further.
- Outlet adds more services and creates new form
multichannel retailing
integrate a combination of traditional store formats and nonstore formats.
Merchant Wholesalers
independently owned firms that take title to the merchandise they handle. Divided into full-service or limited service wholesalers
General Merchandist Wholesalers
carry a broad assortment. Preform all channel functions
Specialty Merchandise Wholesalers
narrow range of products, extensive assortment within
Rack Jobbers
furnish the racks or shelves that display merchandise in retail stores, od the channel functions and sell on consignment to retailers.
Cash and carry wholesalers
take title to merhcnadise but sell only to buyers who call on them, pay cash for merchandise and furnish their own trans.
Drop shippers/desk jobbers
own merchandise they sell but do not physicall handle stock or deliver it. Solicit orders from retailers and have merchandise shopped directly from producer to buyer.
Manufacturer’s agents , or manufacturer’s representatives
work as producers sales arm in a territory
brokers
independent firms whose principle function is to bring byers and sellers together. Dont have standing relationships
