ADMS 2200 Chapter Notes - Chapter 13: Shopping Mall, Markdown, Canadian Tire

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Jean Adams

Document Summary

Adms 2200 ch 13 retailers, wholesalers, and direct marketers. Retailing activities involved in selling merchandise to ultimate consumer. Retailers create: time, place, ownership utility. Acts as both consumers and marketers in their channels: evolution of retailing. General store first type of retail institution. Wheel of retailing hypothesis that each new type of retailer gains competitive foothold by offering lower prices than current suppliers (figure 13. 1 pg. 367) reduces or eliminates services: once established, innovator adds more services and price gradually rises. Many major developments in history fit this pattern some exceptions: urban shopping centres built their appeals on other factors, not low prices suggest retail is always changing. Retailers base key decisions on two fundamental steps. Depend on: size, profit potential of market, level of competition. Develop retailing mix to satisfy chosen market: merchandising strategy. Guides retailer"s decisions on the items it will offer.