Exploring Retail Marketing
Retailing and Its Benefits
Define the term retailing.
Explain the difference between goods and
Identify different channels of distribution.
Explain the benefits of retailing.
Identify some of the tasks of retailers.
From the earliest times, people have spent their
days providing for their most basic needs.
Food Shelter Clothing
The earliest form of retailing was trading.
What Is Retailing?
Retailing involves the retailing the selling of
selling of products. products to the customer
products goods and
services that have
Products include goods monetary value
and services. goods tangible items
that are made,
manufactured, or grown
What Is Retailing?
Services are often services intangible
things that people do for
intangible. us that make us feel
better or enhance our
The retailing process ends retail customer
purchaser of goods and
with the retail customer. services from retailers
Retailers Offer Variety
Retailing makes a vast variety of goods and
services available to consumers.
Products such as sweaters are available from
many retailers in a variety of colors, types, and
Operating an e-tail business on an
Operating an e-tail business on an electronic channel—the
electronic channel—the Web—can
Web—can be costly, due to design, delivery, returns, and
operating expenses.be costly, due to design, delivery,
returns, and operating expenses.
Though Many larger dot-com companies crashed in the
Though many larger dot-com companies crashed in the
1990’s, small stores like Harris Cyclery of West Newton,
1990s, small stores such as Harris Cyclery of West Newton,
Massachusetts, actually increase sales using a basic Web
site. Today, a actually increased sales using a basic Web
Massachusetts, third of Harris’s bicycle business rides in on
the Web a third of Harris’s bicycle personal rides in
site. Todayto get hard-to-find parts and business service. on
the Web to get hard-to-find parts and personal service.
Describe an e-business’s home page to your class after
viewing one through marketingseries.glencoe.com.
For more information on retailing,
go to marketingseries.glencoe.com.
Retailing Is Global
Technology has made retailing more of a global
activity than ever before.
Many large companies have retail outlets in other
Some companies sell their products globally via
Retailing Is High Tech
the Internet to sell goods and services,
provide information, and advertise.
video technology to train employees.
computers to track inventory, orders, sales
data, customer demographics, and customer
Retailers Are Everywhere
Your Your Your Your
computer clothing CDs bed
Goods and Services Available Through Retailing
Your Your textbooks and
toothbrush breakfast school
1. Define retailing.
2. What is the difference between goods and
3. Name some types of retailers.
Nature of Retailing
that makes or produces
Products move from the a good for sale
channel of distribution
channels of distribution. path merchandise takes
from where it is made to
Channels of distribution direct channel path that
leads directly from
can be direct and indirect manufacturer to consumer
channels of distribution. indirect channel path
that follows more than
Nature of Retailing
A product moves from the wholesaler one who
manufacturer to a buys large quantities of
product and then resells
wholesaler, to the retailer, it in smaller quantities to
and to the consumer. retailers
Another type of channel of producer channel
manufacturer also owns
distribution is the producer its retail stores; product
channel of distribution. goes from manufacturer
to retail store to customer
Benefits of Retailing
Convenience Payment options
What Retailers Do
Store Advertise and
Merchandise Selling Price
Manage Retailers Merchandise
Manage Service Sell Goods or
Risk Products Services
Career Areas of Retailing
Marketing and Advertising
IT and E-commerce
Distribution, Logistics, and Supply-Chain Management
Merchandise Planning and Buying
1. What is the most important characteristic that
all retailers share?
2. What are the three benefits of retailing?
3. Describe at least three tasks that retailers
1. Define retailing. 1. Retailing is items
2. Goods are the
3. direct channel,
selling of goods
to customers by
that are channel,
2. Describe the difference or services to the
between goods and grown with
people want to buy
services. locations and times
and use. Services
3. Name the channels of to shop, and by
are things that
offering feel better
distribution. or enhance our
lives in some way.
4. Explain three benefits
5. List three tasks of 7. A manufacturer
5. Retailers buy
6. They use
retailers. computers to keep
makes or produces
products; for sale.
track of inventory
and to gather buys
6. Identify two ways price; quantities of a
large and advertise
retailers use computers. about their
resells it and
products in small
habits to to
7. Describe the difference buying decisions it
retailers who sell
between a manufacturer forthe customer.
to a store.
and a wholesaler.
8. Explain how retailing 8. Answers may vary
has become global. but should include
that retailing has
become global due
to advances in
and the Internet.