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Chapter 9: Retailing

Chapter Summary:

In this chapter we examine the role of retailers as resellers of a marketer's products. In terms of sales volume and number of employees, retailing is one of the largest sectors of most economies. We beginning by setting out reasons why selecting resellers is an important decision that should not be taken lightly. We then turn our attention to a detailed look at how retailers are classified. We show that retailing is quite diverse and marketers, who want to distribute through retailers, must be familiar with the differences that exist among different retail options.

Key Issues:

  • Importance of Resellers
  • What is Retailing?
  • Benefits of Retailers
  • Ways to Categorize Retailers
  • Retail Formats

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Johannes, A., "Wal-Mart To Require Item-Level Tags," Promo Magazine, March 1, 2008. http://promomagazine.com/retail/walmart_requires_rfid_0301/
  2. "2002 Census of Retail Trade," United States Census Bureau. http://www.census.gov/econ/census02/
  3. Gross. D., "America Has Too Many Stores," Slate, February 16, 2008. http://www.slate.com/id/2184492
  4. Top 100 U.S. Websites, Alexa.com.  http://www.alexa.com/site/ds/top_sites?cc=US&ts_mode=country&lang=none
  5. Top 100 U.K. Websites, Alexa.com.  http://www.alexa.com/site/ds/top_sites?cc=GB&ts_mode=country&lang=none
  6. Rouvalis, C., "Loaded With Coupons and Surveys, Receipts Grow Longer, Aggravating Many," Pittsburgh Post-Gazette, July 24, 2007. http://www.post-gazette.com/pg/07205/803831-51.stm
  7. O'Donnell, J. and E. Kutz, "USA Big Retailers Seek Teens and Parents," USA Today, April 17, 2008. http://www.usatoday.com/money/industries/retail/2008-04-13-teen-marketing-stores_N.htm
  8. For a list of top franchises see Entrepreneur Magazine website. http://www.entrepreneur.com/franchise500/index.html
  9. Cornish, A., "Zappos Proves Shoes Do Sell Online," National Public Radio, July 14, 2007 http://www.npr.org/templates/story/story.php?storyId=11980729
  10. McConnon, A., "The Va Va Vooming of Vending Machines," BusinessWeek, January 22, 2008. http://www.businessweek.com/bwdaily/dnflash/content/jan2008/db20080121_133869.htm

 

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