13-2
  What is Retailing?                                          13-2
   What is Retailing?
     • All the activities involved in selling goods 
     • All the activities involved in selling goods 
       or services directly to final consumers for 
       or services directly to final consumers for 
       their personal, nonbusiness use.
       their personal, nonbusiness use.
     • Retailers - businesses whose sales come 
     • Retailers - businesses whose sales come 
       primarily from retailing.
       primarily from retailing.
     • Retailers can be classified as:
     • Retailers can be classified as:
        –Store retailers such as Home Depot, Sears, 
        –Store retailers such as Home Depot, Sears, 
         Walmart
          Walmart
        –Nonstore retailers such as the mail, telephone, 
        –Nonstore retailers such as the mail, telephone, 
         and Internet.
          and Internet.
                        Copyright 1999 Prentice Hall
                                                             13-3
  Classification of Retail Stores                             13-3
  Classification of Retail Stores
                       ssrreelliiattaeeRR  eecciivvrreeSS--lllluuFF
                 ddnnaa  eecciivvrrSe-Se-ddetetiimmiiLL  ,,eecciivvrreeSSf-f-lleSeS
                        ceceervierviSS  ffoo  ttnnouoummAA
                           ttnneemmttrroossssAA
                ttccuuddooPrPr  eehtth f foo  htthddaaeerrBB  ddnnaa  ththggnneeLL
                           eneniiLL  ctctudurodroPP
                          rreelliiaatteeRR  eethth  yybb
                    ddeessUU  ssiit t aathth  eerrtutuccuurrttSS  ggnniicciirPrP
                          esccesirriPPve ve iitataleleRR
                      nnootitiazzaiinnaaggrrOO  ppiihhssrreennwwOO
              llaatutuccaartrtnnooCC  rroo  ,,teteaarroopprrooCC  ,t,tnneeddnneeppeeddnnII
                      ssnnooiizatzatanianirgrgOO  lliaaietetRR
                        Copyright 1999 Prentice Hall
                                                                                  13-4
   Classification By Product Line                                                 13-4
    Classification By Product Line
              Store Type         Length and Breadth of Product 
                         Assortment
            Specialty Stores              Narrow Product Line, Deep Assortment
             Specialty Stores             Narrow Product Line, Deep Assortment
                                        Wide Variety of Product Lines i.e. Clothing, 
           Department Stores            Wide Variety of Product Lines i.e. Clothing, 
            Department Stores             Home Furnishings, & Household Items
                                          Home Furnishings, & Household Items
                                       Wide Variety of Food, Laundry, & Household 
             Supermarkets               Wide Variety of Food, Laundry, & Household 
              Supermarkets                              Products
                                                        Products
                                       Limited Line of High-Turnover Convenience 
          Convenience Stores            Limited Line of High-Turnover Convenience 
           Convenience Stores                            Goods
                                                          Goods
                                        Large Assortment of Routinely Purchased 
              Superstores                Large Assortment of Routinely Purchased 
               Superstores               Food & Nonfood Products, Plus Services
                                         Food & Nonfood Products, Plus Services
                                         Giant Specialty Store that Carries a Very 
            Category Killers              Giant Specialty Store that Carries a Very 
             Category Killers              Deep Assortment of a Particular Line
                                           Deep Assortment of a Particular Line
             Hypermarkets                           Huge Superstores
              Hypermarkets                          Huge Superstores
                                Copyright 1999 Prentice Hall
                                                             13-5
  Classification By Retail                                    13-5
  Classification By Retail 
  Organization
  Organization
            ssetteaarreemmoollggnnooCC      ssnniiaahhCC
             ggnniissiiddnnaahhccrreMeM    teteaarroopprrooCC
      ssnnootitiazaziinnaaggrrOORetail              ssnniiaahhCC
         eessiihhccnnaarrFFOrganizations            yyrraattnnuullooVV
                            sseevviittaarreeppooooCC
                               rreelliitataeeRR
                        Copyright 1999 Prentice Hall
                                                             13-6
 Characteristics of Direct                                    13-6
  Characteristics of Direct 
 Marketing
  Marketing
                  yc vacyvaririPP        ssalalduduiviviiddnnII
                                            ed edtetargeargTT
        entent    easuremeasuremMM                   ererffffOO
         seseononespespRR      Key               ededzziimmoostuustCC
                                Key
                        Characteristics
                        Characteristics
                                of                      rdersO
                                 of                 sr  rdeO
           gngniistesteTT     Direct             e ati   medmI
                              Direct              e ati  medmI
                           Marketing
                            Marketing
                  nsenseooespespRR      pp shishiononiiatatelelRR
                  ererghghiiHH          ssu ouuounniittononCC
                        Copyright 1999 Prentice Hall