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Copyright © 2016 Pearson Education, Ltd. Chapter 13 RETAILING AND WHOLESALING MARKETING STARTER: CHAPTER 13 BEKO: The Leading Wholesaler from Turkey Synopsis Founded in 1955, Arçelik Group is the leader of the Turkish consumer durables sector and a key player in the international arena. BEKO is the international brand of Arçelik Group and is one of the top ten home appliance brands in the world. The BEKO brand continues its steady growth in global markets, especially in Western and Eastern Europe. It is the leading oven/cooker, cooling and freezer brand in the UK and one of the fastest-growing washing machine and dishwasher brands. BEKO stands to be a consumer focused brand delivering technology and efficient solutions with functional design. Supporting this approach BEKO has received many international awards acknowledging both their flare for innovation and energy efficiency. Some of the awards include the Energy Saving Trust award, Plus X award, iF and RedDot Design awards. What is behind this spectacular success? First, contrary to many global firms, BEKO puts its human resources at the center of its strategy. Second, BEKO is very respectful of its customers. In addition, the success of BEKO relies heavily on innovation and the possibilities for distinguishing BEKO from the competition. Suppliers want to share BEKO’s philosophy, business rules, and ethics (including a list of prohibited materials) to collectively and mutually benefit from the BEKO organization. Suppliers are also expected to comply with a code of conduct that complies with the European Committee of Domestic Equipment Manufacturer. BEKO and its suppliers mutually sign “purchasing contracts” to define working conditions.Despite BEKO’s incredible success over the past two decades, it faces some huge challenges ahead as many markets other than developed economies in the West are opening up rapidly. CHAPTER OVERVIEW This chapter is a continuation of the prior chapter on marketing channels; it provides more detail on retailing and wholesaling, two very important concepts in the value delivery network. Retailers can be classified according to several characteristics, including the amount of service they offer, the breadth and depth of their product lines, the relative prices they charge, and how they are organized. The major decisions retailers make are centered on target market and positioning, product assortment and services, price, promotion strategies, and where they are located. The wheel of retailing concept says that many new retailing forms begin as low-margin, low-price, low-status operations. They challenge established retailers, and then the new retailers’ success leads them to upgrade their facilities and offer more services. In turn, their costs increase, and eventually they become like the conventional retailers they replaced. The cycle begins again. Who is an independent retailer?An independent retailer is one who builds their business without help from an established brand. For example, if you open your own Subway Restaurant, you would not be considered an independent retailer, but rather a franchise business.
Are a group of independent retailers that band together to set up a joint owned central wholesale operation and conduct joint merchandising and promotion efforts?Retailer cooperatives are a group of independent retailers that band together to set up a joint-owned, central wholesale operation and conduct joint merchandising and promotion efforts.
Is a group of retail businesses built on a site that is planned developed owned and managed as a unit?C) Shopping centers are groups of retail businesses built on a site that is planned, developed, owned, and managed as a unit.
Is a retail organization that carries a wide variety of product lines each line is operated as a separate department managed by specialist buyers or merchandisers?Department store refers to a retail organization that carries a wide variety product lines- typically clothing, home furnishings, and household goods- with each line operated as a separate department managed by specialist buyer or merchandisers.
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