EBK PRINCIPLES OF MARKETING
EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 13, Problem 13.1DQ
Summary Introduction

To discuss: The classification of retailers based on the service offered and give an example for the communication.

Retailer:

A retailer is an individual or an organization that sells goods or services to its customers, suppliers, or wholesalers. The retailers are persons who generally sell goods and services to the other business.

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Explanation of Solution

The classification of retailers based on the service offered is as follows:

  • Self-service retailers: serve consumers who are ready to perform on their own, locate, compare, and select the process to save money or time. Self-service is the basis of all the discount operations and is typically used by the retailers in the convenience stores.
  • Limited service retailers: it provides more sales assistance because they carry more shopping goods for which the customers need information.
  • Full-service retailers: assist customers in every phase of the shopping process. The full-service stores carry more specialty goods for which the consumers need advice.

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