tailieunhanh - Lecture fundamentals of marketing - Lecture 19: Retailing and wholesaling

Lecture fundamentals of marketing - Lecture 19: Retailing and wholesaling. After studying this chapter you will be able to understand: Retailing, retailer marketing decisions, retailing trends and developments, wholesaling. | Retailing and Wholesaling LECTURE-19 1 Retailing Retailer Marketing Decisions Retailing Trends and Developments Wholesaling Topic Outline 2 Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use Retailers are businesses whose sales come primarily from retailing Retailing Retailing includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. Many institutions—manufacturers, wholesalers, and retailers—do retailing. But most retailing is done by retailers, businesses whose sales come primarily from retailing. Retailing plays a very important role in most marketing channels. Last year, retailers accounted for more than $ trillion of sales to final consumers. They play an important role in connecting brands to consumers in what marketing agency OgilvyAction calls “the last mile”—the final stop in the consumer’s path to purchase. It’s the “distance a consumer travels between an attitude and an action,” explains OgilvyAction’s CEO. Some 40 percent of all consumer decisions are made in or near the store. Thus, retailers “reach consumers at key moments of truth, ultimately [influencing] their actions at the point of purchase.” In fact, many marketers are now embracing the concept of shopper marketing, using point-of-purchase promotions and advertising to extend brand equity to “the last mile” and encourage favorable point-of-purchase decisions. Shopper marketing involves focusing the entire marketing process—from product and brand development to logistics, promotion, and merchandising—toward turning shoppers into buyers at the point of sale. Of course, every well-designed marketing effort focuses on customer buying behavior. What differentiates the concept of shopper marketing is the suggestion that these efforts should be coordinated around the shopping process itself. For example, P&G follows a “store back” . | Retailing and Wholesaling LECTURE-19 1 Retailing Retailer Marketing Decisions Retailing Trends and Developments Wholesaling Topic Outline 2 Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use Retailers are businesses whose sales come primarily from retailing Retailing Retailing includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. Many institutions—manufacturers, wholesalers, and retailers—do retailing. But most retailing is done by retailers, businesses whose sales come primarily from retailing. Retailing plays a very important role in most marketing channels. Last year, retailers accounted for more than $ trillion of sales to final consumers. They play an important role in connecting brands to consumers in what marketing agency OgilvyAction calls “the last mile”—the final stop in the consumer’s path to .