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26 Cards in this Set
- Front
- Back
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Early U.S Marketing
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General stores
trading post yankee peddlers |
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Early 1800's
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small scale manufacturing
leads to separation of buyers and sellers leads to branding |
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1860 -1900
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rapid environmental change
civil war urbanization transportation communication catalog sales death of the general store |
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1930 - 1950
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great depression
ww2 2 family income suburbia growth of shopping malls death of downtown |
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1950 - 1990
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franchise boom
generics superstores |
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competing with non store retailers
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electronic
catalog direct mail direct selling television home shopping vending machine retailing |
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nature and scope of retailing
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largest sectors of economy
major source of employment competition standard of living societal change |
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retailing
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last step in the marketing channel
boundary spanning most difficult break bulk |
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vertical integration
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retailers purchasing wholesalers or manufacturers
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full vertical integration
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the entire channel is owned by a single corporation
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food
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conventional supermarket
big box convenience stores |
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general merchandise
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discount
specialty category traditional department drugstore off price value |
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types of ownership
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independent
chain franchise |
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traditional stores
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physical touch
immediate gratification entertainment |
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catalog
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convenience
safety portability |
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internet
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convenience
safety detailed information demonstration personalization problem solving information |
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eps
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extensive problem solving
the role of risk |
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lps
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limited problem solving
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rrb
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routinized response behavior
covers majority of typical shopping behavior |
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EPS, LPS, RRB
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are customer responsive
not product specific |
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marketing objectives
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identify target market and needs
the format to satisfy needs bases for competitive advantage |
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customer loyalty
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clear benefits for customers
stable and desirable image loyalty programs |
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location
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the most single important factor in determining overall retail success
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human resource management
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the highest non merchandise expense category
critical to all operations |
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logistics
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cost benefits
customer convenience |
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information
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better decisions
faster reduces risk take advantages |
