Marketing: An Introduction, 13e
Marketing: An Introduction
Thirteenth Edition
Chapter 11
Retailing and Wholesaling
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
First Stop: Walmart The World's Largest
Retailer-the World's Largest Company
"Save money. Live better." Says Walmart's CEO, "We're obsessed with delivering value to customers."
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Retailing (1 of 2)
? Activities involved in selling goods or services directly to consumers for their personal use
? Retailer: Business whose sales come primarily from retailing
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Retailing (2 of 2)
? Shopper marketing: Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale
? Omni-channel retailing: Creating a seam-less crosschannel buying experience that integrates in-store, online, and mobile shopping
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Types of Retailers
? Retailer classification can be based on
? Amount of service offered ? Breadth and depth of the product lines ? Relative prices charged ? Way they are organized
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
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