Page 429 - Foundations of Marketing

Retailing, Direct Marketing,

and Wholesaling

O B J E C T I V E S
1. Understand the purpose
and function of retailers in
the marketing channel.
2. Identify the major types of
retailers.
3. Explore strategic issues in
retailing.
4. Recognize the various
forms of direct marketing,
direct selling, and vending.
5. Examine franchising and its
Peter Horree/Alamy 6. Understand the nature and
benefits and weaknesses.

functions of wholesalers.

M A R K E T I N G I N S I G H T S

Eataly Reinvents the Italian Marketplace

Eataly’s combination grocery market and restaurant out-of-town visitors since it opened. In less than
complex in New York City is a retail feast for the three years, its annual sales have increased to more
senses. Inside the 58,000 -square-foot space, remod- than $ 85 million. On any given weekday, 15,000 cus-
eled into an appealing upscale marketplace, cus- tomers flock through the doors, and 25,000 shoppers
tomers can choose from 3,000 authentic, artisanal crowd the store on Saturdays. The next U.S. loca-
Italian foods. If they get hungry while browsing, they tion, in Chicago, will be even larger, to accommo-
can sample salami, snack on gelato, sip espresso, or date a larger food selection and more restaurants.
enjoy a full meal at one of several sit-down res- The original Eataly held its grand opening out-
taurants. Food-lovers can even take classes at the side Torino, Italy, in 2007. Today, Eataly operates
on-site cooking school, which draws 10,000 students nine food-and-restaurant emporiums in Italy and
every year. In short, Eataly aims to deliver a special 11 mini-marketplaces in Tokyo, with new mega-
shopping and dining experience for customers who marketplaces planned for South America and the
want the finest quality Italian foods. Middle East. Eataly has also adapted its retail con-
This first U.S. branch of Eataly, operated in cept for MSC cruise ships. Watch for more growth as
partnership with U.S. restaurant entrepreneurs, Eataly caters to the global appetite for an authentic
has been highly popular with local shoppers and taste of Italy.
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