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all activities in selling products or services directly to consumers for personal use
specialty stores- narrow product lines with deep assortments |
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| wide variety of product lines |
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| small stores that carry a limited line of high turnover items |
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| large stores, large assortment of all items |
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| large food/discount store |
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| 2 + outlets owned by the same people, buy large quantities at lower prices, can hire specialists |
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| independent retailers that buy as a group |
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| group of independent retailers that conducts joint merchandising and promotional effects |
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| based on a unique product/service, or method of doing business |
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| merchandising conglomerates |
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| corporations that combine several different retailing forms |
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| central business district |
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| group of retail businesses planned and managed as a unit |
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| largest form of shopping center |
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| community shopping centers |
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| between 15-40 stores, contain department store, supermarket, specialty stores, professional offices, and a bank |
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| neighborhood shopping center (strip mall) |
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| between 5-15 stores, close and convenient |
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| huge shopping center, current trend |
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| smaller malls, upscale stores, convenient location, dining/movie theatre |
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| introduction, growth, maturity, decline |
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| unique approach to business |
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| sales/profits rise, others copy |
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| many copied, new industry formed, lower profits |
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| retail format is obsolete |
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| new retailers start as low margin and prices, as business increases, increase costs forces them to increase prices and replace existing retailer |
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| Reilly’s law of retail gravitation |
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| people go to stores in bigger cities over small areas given it’s the same travel time, not as prevalent today b/c travel is easier |
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| get attention, hold interest, arouse desire, obtain action |
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high to low:
advertising, sales promotion, personal selling, public relations, word of mouth |
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| any paid form of non-personal presentation and promotion of ideas, goods, or services by a sponsor |
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| specific communication task for a specific target market during a certain time period. Made to inform, persuade, and remind |
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First order- geared towards stimulating a purchase
Second-order- designed to create or enhance brand image |
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| directly compare features or benefits of two or more brands; less believable, claims must be legitimate |
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| threat of consequences to change behavior; maximize fear without causing customer to reject message |
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| effectiveness of spokesperson is to related message, synergy, similar demographic characteristics |
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| deciding what message is sent to consumers, begins with identifying customer benefit |
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| increase with pages and color, contrast and expectations, ads that are different are better |
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| frequency of people in a target market that are exposed to the ad campaign |
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| how many times the average person in the target market is exposed to the message |
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| value of message exposure through a given medium |
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| building good relations with company’s public; involves favorable publicity, good corporate image, stopping unfavorable rumors; used to promote product, people, ideas, and activities |
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| contacting a prospect personally regarding a product; used in B2B, push strategies, when product is expensive and complex, needs personal touch |
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| Territorial sales force structure |
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| each salesperson is assigned an exclusive area and sells full line of products; accountability, lowers sales expenses, improves relationship building |
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| Product sales force structure |
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| sales force sells different product lines |
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| Customer sales force structure |
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| organized by customer or industry |
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| offer a trial amount for a product |
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| savings on specified products |
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| price reduction occurs after purchase |
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| savings off regular product price |
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| goods offered at free or low price |
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| given as gifts to consumers |
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| Point-of-purchase promotions |
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| displays and demonstrations at point of sale |
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| marketing channel without intermediaries, fastest growing; online, digital technologies, kiosks, TV; telemarketing, catalogs, direct mail, face to face |
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| Benefits (direct marketing) |
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| convenience, ready access to products, interactive and immediate, build customer relationships, low-cost, flexible |
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| customer goodwill, provide information, create excitement, build relationships |
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| engage consumers to make them closer to a direct purchase |
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