Terms:

1
Chapter 14

• Terms
• Scrambled Merchandising
• Mass Merchandising
• Hypermarket
• Supercenter
• Category Killers
• Factory Outlet
• Direct Response Marketing
• Private Label Brands
• Cooperative Advertising

2
Chapter 14

• Classifying Retail Operations
• Ownership (3)
• Level of Service I-----------I
• Product Assortment Breadth Depth
• Price Full / Discount

3
Chapter 14

• Major Types of Operation
• Department Stores
• Specialty Stores
• Supermarkets
• Drug Stores
• Convenience Stores
• Discount Stores
• Full Line (Wal-Mart)
• Discount Specialty
• Warehouse Clubs
• Off-Price Discount Retailers Service and
  Merchandise
• Restaurants

4
Chapter 14

• Non-Store Retailing
• Automatic Vending
• Direct Retailing door to door
• O to O
• Home Parties
• Direct Marketing
• Direct Mail
• Catalogs and Mail Order
• Telemarketing (outbound / inbound)
• Electronic Retailing
• Shop at Home Networks
• Online Retailing

5
Chapter 14

• Franchising
• Two types
• Product and Trade Name franchising handles
  products (Goodyear)
• Business Format franchising ongoing
  relationships

6
Chapter 14

• Retail Marketing Strategy
• TM
• RM (see p. 474, exh. 14.4)
• Product, Promotion, Place (location hours),
  Price, Presentation (layout atmosphere),
  Personnel (customer service and personal selling)
• Product Offering
• Assortment or Mix
• Promotion Strategy

7
Chapter 14

• Retail Marketing Strategy Cont.
• Proper Location
• free standing stores
• shopping centers (strip, community, malls, anchor
  stores)
• Retail Prices EDLP
• Presentation
• Atmosphere overall impression (relaxed /
  hectic) conveyed by layout, décor, surroundings
• employee type and density
• merchandise type and density
• fixture type and density
• sound, odors, visual factors (colors
• Personnel and Customer Service (35 have
  negative experience)

8
Chapter 14

• Global
• Trends
• Entertainment
• Convenience and Efficiency
• Customer Management
• CRM
• Loyalty Programs
• Clienteling personal contact among departments