English Summary Retailmarketing, ISBN: 3445 Retail Marketing, This summary is based on the english reader version of the retail marketing book from Quix. This summary contains all chapters + corresponding images + terms with definition.
Part 1 Description of the industry
Ch 1. Retail Marketing
Ch 2. The retailing of goods in the Netherlands: Classification criteria
Ch 3. Dynamics in retail
Part 2 The strategic and tactical retail marketing process
Ch 4. Retail marketing strategy in broader perspective
Ch 5. A closer look at the strategic process in the retail sector
Ch 6. Market segmentation and the selection of target groups
Ch 7. Branding and positioning
Ch 8. Channel and format strategy, and the impact on location policy
Part 3 External analysis
Ch 9. Exploring the environment
Ch 10. Competitor analysis
Part 4 Internal analysis
Ch 11. The concept of sales in the commercial retail function
Ch 12. Sales from the perspective of the shop
Ch 13. Sales from the point of view of product groups
Ch 14. Profitability
Part 5 Translating analytics to tactics
Ch 15. Policy on product range
Ch 16. Price and Promotion
Ch 17. Communication policy
Ch 18. Presentation
Ch 19. Personnel
Part 6 Evaluation and control of the retail marketing process
Ch 20. Evaluation of the retail marketing policy
Ch 21. Control instruments
,Part 1 Description of the industry
Ch 1. Retail Marketing
Ch 2. The retailing of goods in the Netherlands: Classification criteria
Ch 3. Dynamics in retail
Ch 1. Retail Marketing
1.1 The concept of retailing
1.2 Goods retailing and retail
1.3 The changing function of retail
1.4 Consequences of the change in function in the retail sector
1.5 The place of retail in the economic theory
1.6 Marketing and retail marketing
1.1 The concept of retailing
By retailing = All activities that companies and organisations engage in that focus on the
direct delivery of goods, services, and information through all available channels to
consumers (end users), where the goods and services are paid for out of the net income of
consumers
Direct delivery = Direct deliveries to the consumer
Direct sales = Goods and services are sold directly to the consumer without the intervention
of an intermediary
Trade marketing = Companies that use intermediaries to supply their products to
consumers
- We only speak of a retail expenditure if this expenditure is paid out of the net income
of the consumer.
- Net income is the gross income minus deductions for social security contributions
and taxes, including taxes on salary
Retail spending can be roughly divided into:
1. Spending on consumer services; banking, insurance, medical services and holidays
2. Spending on goods by consumer; goods consumed on the spot, such as the
hospitality industry
Sales of consumer goods to consumers are made through suppliers of retail goods, all of
this expenditure = Spending on retail goods
,1.2 Goods retailing and retail
Goods retailing = That part of total economic activity that is engaged in the sale of goods
directly to consumers.
- Retail is always at the bottom of the value chain and is the last link in the process of
delivering products and services to consumers.
The redistribution in time = is about the stock function
of retail: bridging the time between the completion of
production and the moment the consumer purchases.
The redistribution by place = Has to do with the
geographical function: the sites of production and
consumption are rarely one and the same.
The redistribution by quantity = Has to do with
resolving the differences between the “output quantity” at
the producers and the input quantity at the point of
purchase by the consumer.
The immediate retail trade environment
, 1.3 The changing function of retail
The old concept, when the power in the value chain lay with the producers, retail was
considered part of a Goods producing process.
- The change in function that has taken place has to do with that power has gradually
shifted from the suppliers, to retailers, to consumers.
The transition from a Sellers market to a buyers market.
- The retail sector is no longer a mere order picker working for the benefit of the
industry, but a service provider working for the benefit of the consumer
This new function of retail (Demand generation) requires that distribution is involved, but
that is far from being the only aspect.
The function of the retail trade has changed from “Redistributor according to time, place and
quantity of a product” via → “Compiler of assortments tailored to consumer needs in a
suitable environment” → to “curator of demand driven assortments”.
The elements with which the retailer responds to consumer needs are known as the
Marketing mix:
Ch 15. Policy on product range
Ch 16. Price and Promotion
Ch 17. Communication policy
Ch 18. Presentation
Ch 19. Personnel
A Retail concept = a consistent and balanced composition of the elements of the marketing
mix that leads to a proposition that is recognizable by, and logical to , the target group,
whether on or offline or for both channels.
1.4 Consequences of the change in function in the retail sector
The change from supply driven to demand drives as consequence the difficulty of retail:
succes no longer depends solely on product knowledge and distribution skills
With the old value chain the retail trade could be found largely along just on chain - that of
the product line in which it specialised
Altogether this was quite a time consuming affair, low efficiency in business operation and
expensive.
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