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CHPT 1 - Retail Management

This document provides an overview of retail management, including key topics like the marketing mix, branding, distribution channels, issues in retailing, customer service, and relationship retailing. It also discusses drivers of the retail industry like rising incomes, changing consumer behavior, and the impact of technology. The document aims to refresh the reader on fundamental retail management concepts through a variety of topics and examples.

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Priya Kar
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89 views

CHPT 1 - Retail Management

This document provides an overview of retail management, including key topics like the marketing mix, branding, distribution channels, issues in retailing, customer service, and relationship retailing. It also discusses drivers of the retail industry like rising incomes, changing consumer behavior, and the impact of technology. The document aims to refresh the reader on fundamental retail management concepts through a variety of topics and examples.

Uploaded by

Priya Kar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 13

Chapter 1

Retail Management?
Introduction, scope and trends in Retailing

Faiza Nasir

1
Refreshor!!!!
 Management
 Marketing
 Product Marketing vs. Service Marketing
 SWOT analysis
 4 Ps or Marketing Mix
 Branding
 Distribution & Placement
 Positioning
 Retail Managers (in organizations & in
retail outlets)
 Franchising, Dealership, Service Retailing

2
Distribution Network
 Distributor

 Broker / Agent

 Factory Outlet

 Wholesalers

 Retailers

3
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?

4
A Typical Channel of Distribution

Manufacturer
Retailer

Final
Wholesaler
Consumer

5
The Retailer’s Role in the Sorting
Process (link to Mkt. Mix)

6
Relationship Management Among
Retailers and Suppliers
 Disagreements may occur:
control over channel
profit allocation
number of competing retailers
product displays
promotional support
payment terms
operating flexibility

7
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
8
Special Characteristics Affecting
Retailers

Small
Impulse
Average
Purchase
Sale

Retailer’s
Strategy

Popularity
of
Stores
9
Eliminating Shopper Boredom

10
Customer Service
 Activitiesundertaken by a
retailer in conjunction with the
basic goods and services it sells.
Store hours
Parking
Shopper-friendliness
Credit acceptance
Salespeople

11
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


– Monitor satisfaction
– Stay in touch with customers
– Develop customer database

12
Key Drivers
 Consumer Pull
 Rising incomes
 Explosion of media
 Change in consumer behavior
 Consumerism cycle
 The Rural market: Waking up
 Supply chain establishment
 Entry of Corporate sector
 Expansion of family owned businesses
 New Entrepreneurs
 Reducing Brand dominance
 Foreign retailers seeking entry
 Technological impact
13

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