《零售业概述》（英文版） Chapter 6 Sold Through Nonpersonal Medium

加加到 Chapter 6

Chapter 6

Objectives To Examine characteristics of non Store Retail Strategy Mixes To EXplore Emergence of Electronic Retailing To Discuss Two other nontraditional Forms of Retailing

• To Examine Characteristics of Non￾Store Retail Strategy Mixes • To Explore Emergence of Electronic Retailing • To Discuss Two Other Nontraditional Forms of Retailing

Direct Marketing Sold Through Nonpersonal Medium TWO Categories General Specialty

• Sold Through Nonpersonal Medium • Two Categories – General – Specialty

Reduced costs Lower prices Shopping Convenience Market Segmentation Easy Geographic Expansion

• Reduced Costs • Lower Prices • Shopping Convenience • Market Segmentation Easy • Geographic Expansion

Direct Marketing Limitations Limited Product examination Underestimated Entry Costs Less Than 10% Purchase Clutter Prices and Styles Difficult to Plan Industry Bad Name

• Limited Product Examination • Underestimated Entry Costs • Less Than 10% Purchase • Clutter • Prices and Styles Difficult to Plan • Industry Bad Name