Learning Outcomes
                                Learning Outcomes
  LO 1 Discuss the importance of retailing in the U.S. 
                   economy
  LO 2 Explain the dimensions by which retailers can be 
                   classified 
  LO 3 Describe the major types of retail operations
  LO 4 Discuss nonstore retailing techniques
      Chapter 15                                     Copyright ©2012 by Cengage Learning Inc.  All rights reserved                                          2
                                Learning Outcomes
                                Learning Outcomes
  LO 5 Define franchising and describe its two 
                     basic forms
  LO 6 List the major tasks involved in developing 
                     a retail marketing strategy
  LO 7 Describe new developments in retailing
      Chapter 15                                     Copyright ©2012 by Cengage Learning Inc.  All rights reserved                                          3
                                    The Role of Retailing
                                                                  Discuss the 
                                                              importance of 
                                                      retailing in the U.S. 
                                                                      economy
              1
 LO
      Chapter 15                                     Copyright ©2012 by Cengage Learning Inc.  All rights reserved                                          4
                                                             Retailing
                                     Retailing
                                      Retailing
                                                                          All the activities directly 
                                                                          related to the sale of goods 
                                                                          and services to the ultimate 
                                                                          consumer for personal, 
                                                                          non-business use.
              1
 LO
      Chapter 15                                     Copyright ©2012 by Cengage Learning Inc.  All rights reserved                                          5
                              The Role of Retailing 
                                        U.S. retailers employ nearly 25 million 
                                                people
                                        Retailers account for 11.6 percent of U.S. 
                                                employment
                                        Retailing accounts for 13 percent of U.S. 
                                                businesses
                                        Retailers ring up almost $4 trillion in sales
                                                —nearly 40 percent of the U.S. GDP
                                        Industry is dominated by a few giant 
              1                                 organizations, such as Wal-Mart
 LO
      Chapter 15                                     Copyright ©2012 by Cengage Learning Inc.  All rights reserved                                          6