3. What the customers buy determines the
nature of the retailer’s business.
Retail marketing is a philosophy and is all
about satisfying the customers
4. A Retail Humor
A retailer was dismayed when a competitor selling the same type of product opened
next-door to him, displaying a large sign proclaiming “Best Deals”.
Not long after that, he was horrified to find yet another competitor move in next door,
on the other side if his store. It's large sign was even more disturbing ”Lowest Prices”.
After his initial panic, and concern that he would be driven out of business, he looked
for a way to turn the situation to his marketing advantage. Finally, an idea came to him.
Next day, he proudly unveiled a new and huge sign over his front door.
"Main Entrance!"
5. Retailing
• Retailing Activities involved in selling merchandise to ultimate consumers.
• Retailers are the contact point between channel members and the ultimate customers.
• Retailers act as both customers and marketers in their channels.
EVOLUTION OF RETAILING
• Began with general stores that stocked a wide variety of merchandise.
• Rise of supermarkets in the early 1930s.
• Discount stores in the 1950s, convenience stores in the 1960s, and off-price retailers in the
1980s and 1990s.
7. متوسط بطور اروپا در لباس متوسط فروشگاه یک4000موجودی واحد
کند می نگهداری.
Stock Keeping Unit (SKU): An identification number assigned to a unique item by the retailer.
9. چیست فروشی خرده در مشتری گیری تصمیم فرآیند؟
What to Buy? How much to When to
buy? buy?
From whom
to buy?
Store Image
Satisfy Cust.
Wants
Type of Merchandise
Control Systems
Merchandise
Policies
Financial issues Date / Time
Budget
Sales
Reductions
Inventories
Purchases
Shortages
Estimated
Sales
Beginning Inv.
Ending Inv.
Suppliers
The Market
Negotiations
Unit
Price
Terms
10. Retail mix
Retailers base key decision on two fundamental steps in the marketing strategy process:
• Selecting a target market.
• Developing a retailing mix to satisfy the chosen market.
Choosing the
Retailing Mix
Product
Price
Promotion
Place
Personnel
Presentation
11. Visual Merchandising & Displays
• Known as Silent Salesman
• Art of suggestive selling by display & presentation
Exclusive or Open windows Brands corner
12. فروشی خرده در مالکیت
Independent Retailers
One store ownership
Chain Stores
Many stores but only one owner
Franchises
Many owners of many stores
Joint venture
Many owners of one business
13. Classification by service level
Full serviceSelf service
Exclusive
stores
Factory outlets
Warehouses
Discount
stores
21. FMCG: Fast-Moving Consumer Goods
واژهاختصاریFMCGبهمعنیکاالهایتندمصرفاست.درکسبوکاروصنایعاینواژهبهکاالهایی
اطالقمیشودکهآنمحصوالتجنبهمصرفیروزانهدارند.اینکاالهاشاملمواد،غذایی،بهداشتیآرایشیو
داروییوازایندستمیباشد.
• New product introductions.
• In 2003, 33,700 new FMCG items in the US marketplace alone
• Up from about 32,000 in each of the previous two years.
• Declining shelf space.
• Median US store size has declined since its 1999 peak of 44,843 square feet, following nine consecutive annual
rises.
FMCG Drivers
30. The internet is forcing retailers to rethink their supply chains
• Shoppers won't wait long for their orders to be delivered
• It's no longer necessary for retailers to stock goods themselves
• The internet is making supply chains more complex
• Retailers are still responsible for tracking deliveries
31. Distribution Types
• 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 many retailers as possible
• Selective: suppliers sell through a moderate number of retailers
33. Retail lesson: Floor layout
7-Eleven is part of an international chain of convenience stores. 7-Eleven, primarily operating as a franchise, is the world's
largest operator, franchisor, and licensor of convenience stores with more than 50,000 stores.
• Customers tend to shop in a more deliberate and efficient manner
• Time spent on the whole buying process is crucial