Summary
Samenvatting Retail Marketing
- Course
- Institution
Samenvatting van de slides en notities.
[Show more]
Seller
Follow
k-h
Reviews received
Content preview
RETAIL MARKETINGINHOUDSOPGAVE
LES 1 – Het retail landschap ............................................................................................................................ 4
1. Het retail landschap ................................................................................................................................ 4
1.1. Is dit retail? .............................................................................................................................................. 4
1.2. Het concept retail marketing ................................................................................................................... 5
1.2.1. Retailling .......................................................................................................................................... 5
1.2.2. Omnichannel strategy ..................................................................................................................... 5
1.2.3. Vraag en aanbod.............................................................................................................................. 5
1.3. De Supply Chain ....................................................................................................................................... 6
1.4. Numbers & Facts ..................................................................................................................................... 6
1.5. 4 + 1 functies van retail ........................................................................................................................... 7
1.5.1. Wachttijd ......................................................................................................................................... 7
1.5.2. Locatie ............................................................................................................................................. 7
1.5.3. Hoeveelheid..................................................................................................................................... 7
1.5.4. Keuzemogelijkheid .......................................................................................................................... 7
1.5.5. Going the extra mile ........................................................................................................................ 8
2. Categorisatie ........................................................................................................................................... 8
2.1. Retail categorisatie .................................................................................................................................. 8
2.1.1. Detailhandel .................................................................................................................................... 8
2.2. Product categorisatie ............................................................................................................................ 11
2.3. Distributie .............................................................................................................................................. 11
2.3.1. Intensiteit ...................................................................................................................................... 11
2.3.2. Evaluatie ........................................................................................................................................ 12
LES 2 - 4P’S ................................................................................................................................................. 14
1. Assortimentsbepaling............................................................................................................................ 14
1.1. Algemeen ............................................................................................................................................... 14
1.1.1. 3 functies van het assortiment ...................................................................................................... 14
1.2. Categorie mangement ........................................................................................................................... 14
1.2.1. Process........................................................................................................................................... 15
1.3. Merksoorten en private labels ............................................................................................................... 17
1.3.1. Private labels ................................................................................................................................. 18
2. Prijs ....................................................................................................................................................... 19
2.1. Positioneringsmatrix .............................................................................................................................. 19
2.2. Prijsstrategie.......................................................................................................................................... 19
2.3. Prijs van E-commerce ............................................................................................................................ 20
Pagina 1 van 36
,3. Plaats .................................................................................................................................................... 20
3.1. Locatie ................................................................................................................................................... 20
3.2. Doelgroep .............................................................................................................................................. 21
4. Presentatie............................................................................................................................................ 21
4.1. Winkelpresentatie ................................................................................................................................. 21
4.2. Persoonlijke verkoop vs Zelfbediening ................................................................................................... 21
4.2.1. Persoonlijke verkoop ..................................................................................................................... 21
4.2.2. Zelfbediening ................................................................................................................................. 22
4.2.3. Mengvormen ................................................................................................................................. 22
4.3. Tips ........................................................................................................................................................ 22
4.4. Store design ........................................................................................................................................... 22
4.5. Lay-out ................................................................................................................................................... 22
4.5.1. Lay-out type & routing .................................................................................................................. 23
4.5.2. In-store promotion ........................................................................................................................ 23
LES 3 – Trends in Retail ................................................................................................................................. 25
1. Retail DNA-model.................................................................................................................................. 25
1.1. Drivers ................................................................................................................................................... 25
1.2. Needs ..................................................................................................................................................... 25
1.3. Acces ...................................................................................................................................................... 25
1.3.1. Van waardekolom naar waardewiel .............................................................................................. 26
2. Trends ................................................................................................................................................... 26
2.1. 12 trends ................................................................................................................................................ 26
2.1.1. Conscious commerce ..................................................................................................................... 26
2.1.2. Circular commerce ........................................................................................................................ 27
2.1.3. Peer-to-peer commerce/contract commerce ............................................................................... 27
2.1.4. Delivery commerce ........................................................................................................................ 27
2.1.5. Experience commerce ................................................................................................................... 28
2.1.6. Design Commerce.......................................................................................................................... 28
2.1.7. Convenience commerce ................................................................................................................ 28
2.1.8. Social Commerce ........................................................................................................................... 29
2.1.9. Ambient Commerce....................................................................................................................... 29
2.1.10. Instant Commerce ......................................................................................................................... 30
2.1.11. Digital Commerce .......................................................................................................................... 30
2.1.12. Platform Commerce ...................................................................................................................... 31
3. Impact ................................................................................................................................................... 31
3.1. Retailer .................................................................................................................................................. 31
LES 4 - ........................................................................................................................................................... 32
Pagina 2 van 36
,Pagina 3 van 36
, LES 1 – Het retail landschap
1. HET RETAIL LANDSCHAP
1.1. IS DIT RETAIL?
Nee, het is een producent / leverancier
Nee. ISPC is een HORECA-groothandel. Dit
is B2B, retail moet naar de eindconsument.
Ja, het is een spaanse retailketen. De
eindconsument betaald dit met hun netto-
inkomen.
Ja.
Ja, e-commerce is een soort binnen retail.
Ja, het is retail maar geen detailhandel.
Pagina 4 van 36
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller k-h. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.50. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67474 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now