Kotler Mm15e Inppt 18
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Transcript of Kotler Mm15e Inppt 18
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Copyright 2016 Pearson Education Ltd. 18-1
ChapterChapter
1818
Managing
Retailing,Wholesaling,
and Logistics
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Learning ObjectivesLearning Objectives
1.
What major types of marketing intermediariesoccupy this sector?
2. What major changes are occurring in the modernretail marketing environment ith respect tocompetitive market structure and technology?
!. What marketing decisions do marketingintermediaries make?
". What does the future hold for private la#el #rands?
$. What are some of the important issues inholesaling??
%. What are some important issues in logistics?
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RetailingRetailing
& Retailing
A the acti!ities in seing
goods or ser!ices directy to
"ina consu#ers "or persona$non%usiness use
& Retailer'retail store
Any %usiness enterprise&hose saes !ou#e co#es
pri#ariy "ro# retaiing
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(ypes of retailers(ypes of retailers
& )tore retailers, nonstore retailers,and retail organi*ations
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(ypes of retailers(ypes of retailers
& )tore retailers+
) *peciaty store
) +epart#ent store
) *uper#ar,et
) Con!enience store
) +rug store
)+iscount store) Etre#e !aue or hard-
discount store
) ""-price retaier
) *uperstore
) Cataog sho&roo#
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(ypes of retailers(ypes of retailers
& Levels of service for store retailers
*e"-ser!ice*e"-seectionLi#ited ser!ice
/u ser!ice
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(ypes of retailers(ypes of retailers
& onstore retailing
+irect #ar,eting
+irect seing
Auto#atic !ending
uying ser!ices
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(ypes of retailers(ypes of retailers
& -orporate retailing and franchising
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-orporate Retailing and-orporate Retailing and
ranchisingranchising& ranchises are distinguished #y three
characteristics+
he "ranchisor o&ns a trade or ser!ice #ar,
and icenses it to "ranchisees in return "or
royaty pay#ents
he "ranchisee pays "or the right to %e part o"
the syste# he "ranchisor pro!ides its "ranchisees &ith a
syste# "or doing %usiness
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(he Modern Retail Marketing(he Modern Retail Marketing
/nvironment/nvironment& -ompetitive retail market structure
4e& retai "or#s and co#%inations5ro&th o" giant retaiers
5ro&th o" intertype co#petitionE#ergence o" "ast retaiing+ecine o" #idde-#ar,et retaiers
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(he Modern Retail Marketing(he Modern Retail Marketing
/nvironment/nvironment
& Role of technology etaiers use
technoogy "or
%usiness operations$to enhance the
consu#er shopping
eperience inside the
store$ and7nternetsocia #edia
strategies
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Marketing 0ecisionsMarketing 0ecisions
&(arget market
& -hannels
& roductassortment
& rocurement
& rices
& )ervices
& )tore atmosphere
& )tore activitiesand eperiences
& -ommunications
& Location
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roduct 3ssortmentroduct 3ssortment
& 0evelop product di4erentiation
/eature ecusi!e nationa %rands
/eature pri!ate-a%e #erchandise/eature distincti!e-#erchandise e!ents/eature e!er-changing #erchandise/eature the atest #erchandise "irst
""er #erchandise-custo#i9ing ser!ices""er a highy targeted assort#ent
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)ervices)ervices
& Retailers must decide on the servicesmi to o4er customers+
Prepurchase ser!ices
Postpurchase ser!ices
Anciary ser!ices
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LocationLocation
Centra
%usiness
districts
egiona
shopping
centers
Co##unity
shopping
centers
*hoppingstrips
Location &ithina arger store
*tand-aone
stores
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rivate La#elsrivate La#els
& 3 private5la#el #rand is a #rand thatretailers and holesalers develop
oe o" pri!ate a%es
Pri!ate-a%e success "actors
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WholesalingWholesaling
& Wholesalingincludes all theactivities in
selling goods orservices to thoseho #uy for
resale or#usiness use
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Major holesaler typesMajor holesaler types
:erchant
&hoesaers
/u-ser!ice
&hoesaers
Li#ited-
ser!ice
&hoesaers
ro,ers and
agents
:anu"acturers;retaiers;
%rancheso""ices
*peciai9ed
&hoesaers
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Wholesaler functionsWholesaler functions
& )elling andpromoting
& 6uying andassortment#uilding
& 6ulk #reaking& Warehousing
&(ransportation
& inancing
& Risk #earing
& Marketinformation
& Managementservices andcounseling
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Market LogisticsMarket Logistics
& )upply chainmanagement7)-M8
& Market logistics
& 9ntegrated logisticssystems 79L)8
& Leanmanufacturing
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Market logistics planningMarket logistics planning
1. 0eciding on company:svalue proposition
2. )electing #est channel
design and netork strategy!. 0eveloping operational
ecellence
". 9mplementing solution
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Market5Logistics 0ecisionsMarket5Logistics 0ecisions
& ;rder processing+ ho should ehandle orders?
& Warehousing+ here should elocate our stock?
& 9nventory+ ho much stock should ehold?
&(ransportation+ ho should e shipgoods?
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igure 1
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(ransportation(ransportation
& -ontaineri*ation
Piggy%ac,$
"ishy%ac,$
trainship$ andairtruc,
& rivate vs.
contract vs.commoncarriers
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