MKT 230 1st Edition Lecture 19 Outline of Last Lecture I. PackagingII. LabelingIII. RetailingIV. Types of RetailersV. Strategic Issues in RetailingOutline of Current Lecture – Chapter 16 notes continuedI. Types of Shopping CentersII. Strategic Issues in RetailingIII. Wholesaling Current Lecture – Monday, April 6, 2015I. Types of Shopping Centersa. Neighborhood Shopping Centers – usually consist of several small convenience and specialty storesb. Community Shopping Centers – contain one or two department stores, some specialty stores and convenience storesc. Regional Shopping Centers – features the largest department stores, widest product mixes and deepest product lines of all shopping centersi. Superregional Shopping Centers – contain the widest and deepest product mixesii. Lifestyle Shopping Centers – typically open-air and feature upscale storesiii. Power Shopping Centers – combine off-price stores with category killersII. Strategic Issues in Retailinga. Retail Positioning – identifying an unserved or underserved market segment and serving it through a strategy that distinguishes the retailer from others in the minds of customers in that segmentThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.b. Store Image – Projecting a functional and psychological picture that appeals to a target marketi. Atmospherics – the physical elements in a store’s design to appeal to customer’s emotions and encourage buying1. Exterior atmospherics – storefront, displays, entrances2. Interior atmospherics – lighting, wall and floor coverings, store fixturesc. Direct Marketing – the use of phone, internet, and nonpersonal media to communicate productd. Catalog Marketing – occurs when an organization provides a catalog from which customers make selections and place orders via mail, phone, or the Internete. Direct Response Marketing – Occurs when retailer advertises a product and makes it available through mail or phonef. Telemarketing – the performance of marketing related activities through telephonei. The laws and regulations regarding telemarketing have become more restrictiveg. Television Home Shopping – presents products to TV viewers who can purchase products through a toll-free number and pay with a credit cardi. Easy demonstration of productsii. Consumers have the convenience of shopping from homeh. Online retailing – makes products available through computer connectionsi. New retail opportunitiesii. Easy comparison shopping and orderingiii. Easier to find upscale products i. Auto-Vending – the use of machines to dispense products selected by customersIII. Wholesaling – all transactions in which products are bought for resale, for making other products, or for general business operationsa. Wholesaler – individual or organization that sells products which are bought for resale, for making other products, or for general business operationsb. Broker – intermediaries temporarily employed by buyers or sellers in order to unite buyers and sellersc. Agents – represent either the buyer or seller on a permanent