TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 16 – Kerin, Hartley, Rudelius

Chapter 16 provides knowledge of retailing and wholesaling. This chapter identify retailers in terms of the utilities they provide, explain the alternative ways to classify retail outlets, describe the many methods of nonstore retailing, specify the retailing mix actions used to implement a retailing strategy, explain changes in retailing with the wheel of retailing and the retail life cycle concepts, describe the types of firms that perform wholesaling activities and their functions. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Identify retailers in terms of the utilities they provide. Explain the alternative ways to classify retail outlets. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: Describe the many methods of nonstore retailing. LO3 LO4 Classify retailers in terms of the retail positioning matrix, and specify retailing mix actions. Explain changes in retailing with the wheel of retailing and the retail life cycle concepts. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: RETAILERS LOVE IT WHEN THE MAYOR VISITS! THE VALUE OF RETAILING LO1 Retailing Consumer Utilities Offered by Retailing Place Possession The Global Economic Impact of Retailing Form Time CarMax Video FIGURE 16-1 Which retailer best provides which utilities? FIGURE 16-2 The relative size of different types of retailers CLASSIFYING RETAIL OUTLETS LO2 Level of Service Form of Ownership

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