MKT 300 Lecture Notes - Lecture 11: Wholesale Marketing Of Food, Convenience Store, Shopper Marketing
Document Summary
Solution pushed into new, faster-growing product and service lines brand equity to (cid:498)the last mile(cid:499) personal use. Retailer: business whose sales come primarily from retailing. Encourages favorable point-of-purchase decisions: shopper marketing: using in-store promotions and advertising to extend. Types of retailers: retailer classifications can be based on: Breadth and depth of the product lines. Serve customers who are willing to perform their own locate-compare- select process: limited-service retailers. Carry more shopping goods about which customers need information. Provide more sales assistance: full-service retailers. Assist customers in every phase of the shopping process. Carries a narrow product line with a deep assortment: department store: Each line is operated as a separate department: supermarket: Large, low-cost, low-margin, high-volume, self-service operation: convenience store: Carries a limited ling of high-turnover convenience products at slightly higher prices: discount store: Sells goods at lower prices with lower margins and higher volumes: off-price retailer:
