McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights
THE VALUE OF RETAILING
Retailing
– All activities involved in selling,
renting, and providing goods and
services to ultimate consumers for
personal, family, or household use
– Approximately 1.5 Million in U.S.
Slide 17-6
THE VALUE OF RETAILING
Retailing
• Consumer Utilities Offered by Retailing
– Allows consumers and producers to meet and
creates customer value in the form of utilities
provided
• Consumer Utilities Offered by Retailing
–
–
–
–
Time
Place
Possession
Form
Slide 17-6
FIGURE 17-1 Which retailer best provides
which utilities?
17-7
FIGURE 17-2 The relative size of different
types of retailers
17-8
THE VALUE OF RETAILING
Retailing
• The Global Economic Value of
Retailing
– Represented by number of people
employed and total amount of money
exchanged in retail sales
• The Global Impact of Retailing
– Wal-Mart, Home Depot, and Target
– Daiei – Japan
– Printemps – France
– Marks & Spencer - Britain
Slide 17-6
RETAILERS ARE REINVENTING THEIR STORES
TO MATCH THE WAY YOU WANT TO SHOP!
17-10
CLASSIFYING RETAIL OUTLETS
• Form of Ownership – who owns
– Individuals, Corporate Chains, Contractual
Systems
• Level of Service – degree of service
provided
– Self-, limited-, and full-service
• Merchandise Line – how many different
types of products store carries and in
what assortment
Slide 17-13
LO2
CLASSIFYING RETAIL OUTLETS
FORM OF OWNERSHIP
Form of Ownership
Independent Retailer
Corporate Chain
Contractual Systems
• Wholesaler-Sponsored Voluntary Chains
• Retailer-Sponsored Cooperatives
17-14
LO2
CLASSIFYING RETAIL OUTLETS
FORM OF OWNERSHIP
Contractual Systems, cont.
• Franchising
Business-Format
Franchises
Product-Distribution
Franchises
17-15
FIGURE 17-3 The top five franchises in the
United States
17-16
LO2
CLASSIFYING RETAIL OUTLETS
LEVEL OF SERVICE
Self-Service
Limited Service
Full-Service
17-17
CLASSIFYING RETAIL OUTLETS
TYPE OF MERCHANDISE LINE
Depth of Product Line – carries large assortment
Limited-line – considerable assortment
Single-line – tremendous depth in one primary line
• Specialty Outlets
Category Killers – specialty discount outlets
Slide 17-18
CLASSIFYING RETAIL OUTLETS
TYPE OF MERCHANDISE LINE
Breadth of Product Line
• General Merchandise Stores – broad product line
with limited depth
• Scrambled Merchandising – several unrelated
product lines in a single store
Slide 17-20
CLASSIFYING RETAIL OUTLETS
TYPE OF MERCHANDISE LINE
Breadth of Product Line
• Hypermarket – large store (>200K sq ft)
•Form of scrambled merchandising
•Popular in Europe
•Variety, quality, low price for food, groceries,
and general merchandise
• Supercenter – approx 70K sq ft with
full-size grocery
• Intertype Competition
Slide 17-20
FIGURE 17-4 Stores vary in terms of the
breadth and depth of their merchandise
lines
17-21
FIGURE 17-5 Hypermarkets are popular in
Europe while supercenters are popular in
the U.S.
17-22
FIGURE 17-6 Many types of retailers do not
have stores
17-23
LO3
NONSTORE RETAILING
Automatic Vending
Direct Mail and Catalogs
17-24
NONSTORE RETAILING
LO3
Television Home
Shopping
Online Retailing
17-25
NONSTORE RETAILING
LO3
Telemarketing
• Do-Not-Call Registry
Direct Selling
17-27
FIGURE 17-7 Elements of a retailing
strategy
17-32
RETAILING STRATEGY
• Positioning a Retail Store
Retail Positioning Matrix
• Breadth of Product Line
•Range of products sold through each outlet
• Value Added
•Elements such as location, product reliability, or prestige
Slide 17-36
FIGURE 17-8 The four positioning
strategies for retailers
17-34
RETAILING STRATEGY
LO4
RETAILING MIX
Retailing Mix
Retail Pricing
• Original Markup
• Maintained Markup
• Gross Margin
Markdown
17-35