Objectives
                                                Objectives
            Determine the types of 
                organizations in this sector.
            Learn what marketing decisions 
                organizations in this sector make.
            Understand the major trends in 
                this sector.
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 2 in Chapter 15
                                                    Retailing
                                                    Retailing
           Retailing Basics                                                     Retail life cycle
                                                                                Wheel-of-retailing
         Types of retailers                                                    Service levels
         Marketing                                                             Retail positioning 
              decisions                                                              strategies
                                                                                Nonstore retailing
         Retailing trends
                                                                                Corporate retailing
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 3 in Chapter 15
                                                    Retailing
                                                    Retailing
                            Major Store Retailer Types
                    Specialty store                                                Discount store 
                    Department                                                     Convenience 
                         store                                                          store
                    Supermarket                                                    Off-price retailer
                                                     Superstore
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 4 in Chapter 15
                                                    Retailing
                                                    Retailing
               Retail-store types pass through the 
                    retail life cycle.
               The wheel-of-retailing describes how 
                    new store types emerge.
               Retailers can offer one of four levels 
                    of service:
                      –Self-service, self-selection, limited 
                          service, and full service
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 5 in Chapter 15
                                                    Retailing
                                                    Retailing
               Four broad retail positioning 
                    strategies include:
                      –Bloomingdale’s
                      –Tiffany
                      –Sunglass Hut
                      –Wal-Mart
               Non-store retailing has been growing 
                    faster than store retailing 
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 6 in Chapter 15