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CHAPTER 15 Retailing, Direct Marketing and Wholesaling OVERVIEW: This chapter focuses on retailing, direct marketing, and wholesaling. We first examine the most visible member of the supply chain: the retailer, which purchases products to resell to ultimate consumers. This discussion includes a look at the major types of retail stores as well as a number of strategic issues in retailing such as location, positioning, image, category management, scrambled merchandising, and the wheel-of-retailing theory. We then turn our attention to direct marketing, which employs telecommunications and nonpersonal media to introduce products to consumers. Here we explore catalog marketing, direct response marketing, telemarketing, television home shopping, online retailing, and direct selling. We close with a discussion of the role of wholesaling in the supply chain, including wholesaling functions and wholesaler classification. OBJECTIVES: 1.Understand the purpose and function of retailers in the marketing channel.
2.Identify the major types of retailers.
3.Explore strategic issues in retailing.
4.Recognize the various forms of direct marketing and selling.
5.Examine franchising and its benefits and weaknesses.
6.Understand the nature and functions of wholesalers.
7.Understand how wholesalers are classified.
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Class Prep: Read Chapter 15 |
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