Beruflich Dokumente
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RETAILING
Definition of retailing
Retailing
Classification of retail
operations
Ownership
Ownership
Level
Level of
of Service
Service
Product
Product Assortment
Assortment
Price
Price
1) Classification of
ownership
Independent
Independent
Retailers
Retailers
Chain
Chain Stores
Stores
Franchises
Franchises
Owned
Owned by
by aa single
single person
person or
or
partnership
partnership and
and not
not part
part of
of aa
larger
larger retail
retail institution,
institution, eg.
eg.
Florists,
Florists, shoe
shoe stores,
stores, hair
hair
salons,
salons, bakery
bakery shop.
shop.
Owned
Owned and
and operated
operated as
as aa group
group
by
by aa single
single organization.
organization.
The
The administrative
administrative tasks
tasks and
and
purchase
purchase of
of merchandise
merchandise are
are
handled
handled by
by the
the home
home office
office for
for
the
entire
chain,
eg.
Starbucks,
the right
entire
chain,
eg.
Starbucks,
The
to
operate
a
business
or
The
right
to
operate
a
business
or
Kamdar,
Jakel.
Kamdar,
Jakel.
sell
a product.
sell a product.
Owned
Owned and
and operated
operated by
by individuals
individuals
but
but are
are licensed
licensed by
by large
large supporting
supporting
organization,
organization, eg.
eg. KFC,
KFC, McDonalds,
McDonalds,
2) Level of service
The
The level
level of
of service
service that
that
retailers
retailers provide
provide can
can start
start from
from
full
full service
service to
to self
self service.
service.
Level
Level of
of service
service
Some
Some retailers
retailers provide
provide high
high
levels
levels of
of service
service (eg.
(eg. Boutique)
Boutique)
which
which provide
provide consultation,
consultation,
alterations,
alterations, gift
gift wrapping,
wrapping, to
to
delivery.
delivery.
But
But some
some retailers
retailers operate
operate their
their
stores
stores with
with self
self services,
services, such
such as
as
petrol
petrol kiosks.
kiosks.
Level of service
Self Service
Full Service
Exclusive stores
Service
Level
Assortment
Price
Gross
Margin
Department Store
Mod-High
Mod High
Specialty Store
High
Narrow
Mod-High
High
Supermarket
Low
Broad
Moderate
Low
Convenience Store
Low
Med-NarrowMod High
Mod High
Drugstore
Low-Mod
Medium
Low
Full-line Discounter
Mod-Low
Moderate
Mod Low
Warehouse Clubs
Low
Broad
Off-price Retailer
Low
Med-NarrowLow
Low
Restaurant
Low-High
Narrow
Low-High
Low-very low
Low
Low-High
3) Product Assortment
Retailers classify their stores through product
assortment according to the breadth and depth
of their product line.
Eg; Toy R Us concentrated on product
assortment by
carrying single / narrow product lines.
4) Price
Gross
Gross
Margin
Margin
Specialty
Specialty Stores
Stores -- M
Merchandise
erchandiseisistailored
tailoredtotospecific
specifictarget
targetmarkets,
markets,such
suchas
assporting
sportinggoods,
goods,childr
child
clothing,
clothing,pet
petsupplies.
supplies.
-- Price
is
a
secondary
Price is a secondaryconsideration
considerationtotoconsumers.
consumers.
-- These
stores
provide
a
low-risk
testing
These stores provide a low-risk testingground
groundfor
formany
manynew
newproducts.
products.
For
example,
Al
Ikhsan,
Toy
R
Us
and
Padini.
For example, Al Ikhsan, Toy R Us and Padini.
Supermarkets
Supermarkets This
Thistype
typeof
ofretailer
retailerisisaalarge,
large,departmentalized
departmentalizedself
selfservice,
service,low
lowc
high
highvolume
volumeretailer
retailerthat
thatspecializes
specializesin
infresh
freshfood,
food,dried
driedfood,
food,and
andda
d
households.
households.
-- Offer
Offerlarge
largeproduct
productvarieties
varietieswith
withfocus
focuson
onproduct
productassortments.
assortments.
-- Located
near
to
housing
area,
eg.
Jaya
Supermarket
Located near to housing area, eg. Jaya Supermarket&&Jaya
JayaJusco
Jusco
Drugstores
Drugstores These
Thesestores
storessell
sellmedicines,
medicines,health
healthcare
careproducts
productslike
likevitamins
vitaminsand
andtre
tr
toiletries.
toiletries.
Some
Somestore
store have
havepharmacists
pharmacistswho
whogive
giveadvice
adviceand
anddistribute
distributecontrolled
controlled
medicines.
medicines.
-- For
Forexample,
example,Watson
Watsonand
andGuardian
GuardianPharmacy..
Pharmacy..
Convenience
Convenience StoresStores- defined
definedas
asaaminiature
miniaturesupermarket,
supermarket,carrying
carryingonly
onlyaalimited
limitedline
line
of
ofconvenience
conveniencegoods
goods..
--Located
Locatednear
nearto
toresidential
residentialarea
areathat
thatare
areopen
openfor
forlong
longhours
hoursseven
sevendays
days
aaweek
weekand
andfast
fastservices.
services.
--Price
normally
higher
Price normally higheras
ascompared
comparedto
tosupermarkets.
supermarkets.
--For
example:
7-Eleven
&
Kedai
Mesra
For example: 7-Eleven & Kedai Mesra(Petronas)
(Petronas)
Discount
Discount StoresStores- aaretailer
retailerthat
thatcompetes
competeson
onthe
thebasis
basisof
oflow
lowprices,
prices,high
highturnover,
turnover,
and
andhigh
highvolume
volumeof
ofmerchandise.
merchandise.
--There
are
4
types
of
There are 4 types ofdiscount
discountstores,
stores,full
fullline
linediscount
discountstores
storesor
ormass
mass
merchandise,
merchandise,supercenters,
supercenters,specialty
specialtydiscount
discountstores
storesand
andoffoff-price
priceretailers.
retailers.
Restaurants
Restaurants -- Straddle
Straddlethe
theline
linebetween
betweenretailing
retailingestablishments
establishmentsand
andservice
serviceestablishments
establishments
--Tangible
Tangibleproducts
productsare
arefood
foodand
anddrinks.
drinks.Service
Serviceelements
elementsare
arefood
foodpreparation
preparation
and
food
service.
and food service.
--For
Forexample
exampleRestaurants
RestaurantsSri
SriThai.
Thai.
Departme
Departme
nt
ntStores
Stores
Specialty
Specialty
Stores
Stores
Supermar
Supermar Drugstore
Drugstore
ket
ss
ket
Convenie
Convenie
nce
nce
Stores
Stores
Discount
Discount
Stores
Stores
Restauran
Restauran
ts
ts
supercenter
Full-line
extremevalue
Scrambled
Scrambled
Merchandising
Merchandising
Specialty
category
killer
Warehouse
Off-price
factory
outlet
LO3
Refers to shopping
without visiting a store
and is currently growing
faster than in store
shopping because of
consumer demand for
convenience.
14
Non-store retailing
Automatic
Automatic Vending
Vending
Direct
Direct Retailing
Retailing
Direct
Direct Marketing
Marketing
Electronic
Electronic Retailing
Retailing
Non-store retailing
is
is aa form
form of
of non
non store
store retailing
retailing that
that uses
uses automated
automated m
m
-- can
can found
found everywhere
everywhere to
to sell
sell aa wide
wide variety
variety of
of convenie
convenie
impulse
impulse goods.
goods. For
For example
example candy,
candy, snacks
snacks and
and drinks.
drinks.
-- Product
Product assortments
assortments are
are narrow,
narrow, prices
prices are
are moderate
moderate an
an
service.
service.
Automatic
Automatic Vending
Vending
Direct
Direct Retailing
Retailing isisselling
sellingthrough
throughpersonal
personalcontact
contactto
tohomes,
homes,offices,
offices,or
orat
athome
homesales
sales
parties
partiessuch
suchas
astechniques
techniquesused
usedby
byAvon
Avondealers
dealersselling
sellingcosmetics
cosmeticsamong
among
office
workers
and
Tupperware
parties
organized
by
housewives
or
office workers and Tupperware parties organized by housewives or
sales
salesininthe
theoffice.
office.
Direct
Direct Marketing
Marketing sometimes
sometimes or
orcalled
calleddirect
directmarketing,
marketing,through
throughvarious
variousadvertising
advertisingmedia
media
interact
interactwith
withconsumers,
consumers,generally
generallycalling
callingthe
theconsumer
consumerto
tomake
makedirect
direct
response.
response.
-- For
Forexample:
example:direct
directmail,
mail,catalogs
catalogsand
andtelemarketing.
telemarketing.
Electronic
Electronic Retailing
Retailing Online
Onlineretailing
retailingisisavailable
availableto
tousers
userswith
withcomputers
computersand
andacce
acce
internet.
More
convenience
and
less
costly.
For
example
Amazon.co
internet. More convenience and less costly. For example Amazon.co
&&Ebay.Com.
Ebay.Com.
-- Television
Televisionhome
homeshopping
shoppingallows
allowsconsumers
consumersto
towatch
watchaashopping
shopping
which
which products
productsare
aredisplay
displayand
andthey
theycan
canorder
orderthrough
throughtelephone.
telephone.
For
Forexample
exampleSmartshop.
Smartshop.
Automatic
Vending
Machine
Direct Retailing
Electronic
Retailing
Non-store retailing
techniques
Nonstore
Nonstore Retailing
Retailing
Vending
Direct retailing
Direct marketing
direct mail
catalogs
telemarketing
Electronic retailing
online
shop at home
LO5
Franchising
19
Business
Business Format
Format
Franchising
Franchising
Franchising
Product
Product and
and
Trade
Trade Name
Name
Franchising
Franchising
Dealer
Dealer agrees
agrees to
to sell
sell in
in products
product
by
by aa manufacturer
manufacturer or
or wholesaler
wholesale
Eg.
Eg. Pepsi
Pepsi bottler
bottler in
in Malaysia
Malaysia is
is l
To
To bottle
bottle and
and sell
sell Pepsis
Pepsis soft
soft dr
d
Malaysia.
Malaysia.
Business
Business
Format
Format
Franchising
Franchising
An
An ongoing
ongoing business
business relationshi
relationsh
aa franchiser
franchiser and
and aa franchisee.
franchisee.
For
For example,
example, McDonalds,
McDonalds, KFC
KFC an
a
Secret
Secret Recipe.
Recipe.