Slide 1: 1 Retail Management?
Introduction, scope and trends in Retailing Refreshor!!!! : 2 Refreshor!!!! Management
Product Marketing vs. Service Marketing
4 Ps or Marketing Mix
Distribution & Placement
Retail Managers (in organizations & in retail outlets)
Franchising, Dealership, Service Retailing Distribution Network : 3 Distribution Network Distributor
Broker / Agent
Retailers Issues in Retailing : 4 Issues in Retailing How can we best serve our customers while earning a fair profit?
How can we stand out in a highly competitive environment where consumers have too many choices?
How can we grow our business, while retaining a core of loyal customers? A Typical Channel of Distribution : 5 A Typical Channel of Distribution Manufacturer Wholesaler Final
Consumer Retailer The Retailer’s Role in the Sorting Process (link to Mkt. Mix) : 6 The Retailer’s Role in the Sorting Process (link to Mkt. Mix) Relationship Management Among Retailers and Suppliers : 7 Relationship Management Among Retailers and Suppliers Disagreements may occur:
control over channel
number of competing retailers
operating flexibility Distribution Types : 8 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 Special Characteristics Affecting Retailers : 9 Special Characteristics Affecting Retailers Retailer’s
Stores Eliminating Shopper Boredom : 10 Eliminating Shopper Boredom Customer Service : 11 Customer Service Activities undertaken by a retailer in conjunction with the basic goods and services it sells.
Salespeople Relationship Retailing : 12 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
Stay in touch with customers
Develop customer database Key Drivers : 13 Key Drivers Consumer Pull
Explosion of media
Change in consumer behavior
The Rural market: Waking up
Supply chain establishment
Entry of Corporate sector
Expansion of family owned businesses
Reducing Brand dominance
Foreign retailers seeking entry