Chapter 1

Retail Management?
Introduction, scope and trends in Retailing


Service Marketing  SWOT analysis  4 Ps or Marketing Mix  Branding  Distribution & Placement  Positioning  Retail Managers (in organizations & in retail outlets)  Franchising. Dealership. Service Retailing  2 .Refreshor!!!! Management  Marketing  Product Marketing vs.

Distribution Network  Distributor  Broker / Agent Outlet  Factory  Wholesalers  Retailers 3 .

Issues in Retailing can we best serve our customers while earning a fair profit? z How can we stand out in a highly competitive environment where consumers have too many choices? z How can we grow our business. while retaining a core of loyal customers? z How 4 .

A Typical Channel of Distribution Manufacturer Retailer Wholesaler Final Consumer 5 .

Mix) 6 .The Retailer¶s Role in the Sorting Process (link to Mkt.

Relationship Management Among Retailers and Suppliers  Disagreements may occur: control over channel profit allocation number of competing retailers product displays promotional support payment terms operating flexibility 7 .

Distribution Types  Exclusive: Exclusive: suppliers make agreements with one or few retailers that designate the latter as the only ones in a specified geographic area to carry certain brands or products  Intensive: suppliers sell through as Intensive: many retailers as possible  Selective: suppliers sell through a Selective: moderate number of retailers 8 .

Special Characteristics Affecting Retailers Small Average Sale Retailer¶s Strategy Impulse Purchase Popularity of Stores 9 .

Eliminating Shopper Boredom 10 .

Customer Service  Activities undertaken by a retailer in conjunction with the basic goods and services it sells. Store hours Parking ShopperShopper-friendliness Credit acceptance Salespeople 11 .

Relationship Retailing  Seek to establish and maintain long-term bonds with customers. rather than act as if each sales transaction is a completely new encounter ± Concentrate on the total retail experience ± Monitor satisfaction ± Stay in touch with customers ± Develop customer database 12 .

Key Drivers              Consumer Pull Rising incomes Explosion of media Change in consumer behavior Consumerism cycle The Rural market: Waking up Supply chain establishment Entry of Corporate sector Expansion of family owned businesses New Entrepreneurs Reducing Brand dominance Foreign retailers seeking entry Technological impact 13 .