Retailers, Wholesalers, and Their Strategy Planning - Chapter 13, Question 3 Kelley Draine
Marketing Management, BBA 403
Olivet Nazarene University
Professor Scott Fortin
March 20, 2013
Retailers and retail shopping has changed significantly over the years. No longer do we have a large majority of one type of shopping. Retailers have changed anywhere from discount house retailers to conventional retailers to mass merchandising. Typically what you find today are stores which carry various departments and or specific to a need. In the past it was more of a high volume of items in one location of what was then considered the “general stores”. Below are the distinctions between the various retailers, the effect of future shopping within different capacities and how the Internet will affect this future. Discount house – Retailers who could offer products anywhere from 20-70% off regular priced items than regular retailers. They are able to offer manufactured brands at a good discounted price. An example of this would be outlet malls with a variance of retailers offering extremely first-class discounted prices for named brand items. Conventional Retailers – Provide a service and product specific to a need. These types of retailers supply products to a target market. An example would be a tuxedo rental store. The target market would be customers who might need merchandise for a formal event such as weddings, dinner party or even a school prom. Mass-merchandising – Appeals to a larger market at lower prices in an effort to have a greater turn-over of merchandise with higher sell volumes. An example of this would be Walmarts, super stores such as Target Superstore and Super-Kmart. Due to the way things are within our economy and the affect it has on everyone including the retailers, I forecast it can go either way. Prices might come down in an effort for the consumers to afford them based on the unemployment rate and cut-backs on the household...
References: Perreault, W., Cannon, J., and McCarthy, E. (2011). Basic Marketing: A Marketing Strategy Planning Approach, 18th Ed. New York, NY: McGraw-Hill Irwin.
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