Retailing and eTailing marketing Strategy
Content Summary Overview
Retailing: sale of products to final customers (personal or family use)
Employs 15 million people in the U.S.
Accounts for $4 trillion to the U.S. economy
Customer contact – vital customer data here
Wheel of retailing:
Enter as low margin, low price (e.g., Izod)
Evolve higher price and service (supermarkets; electronics)
Can you think of any other products or services that evolved from shabby to sheek?
Retailing is top heavy: top 5% have 53% of sales
Wal-Mart has 5% of all retail sales
Retailing is risky: ¾ fail within a year!
Non-financial risks: give up your evenings and weekends (especially during holidays)
Granting business rights to franchisee, who pays for the right to use the brand name, product, or methods
Examples of retail franchisers:
Target Market (Old Navy, Gap, Banana Republic)
Merchandise Mix (breadth or depth)
Promotion (local, in-store works)
Location, location, location
Atmosphere (temperature, music, color)
Price and payment options
File Category: E-Business
File Added: Tuesday, July 27th, 2010
File Source: faculty.unlv.edu
File Size: 1.4 MB
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