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MARKETINGMANAGEMENT12thedition KotlerKeller 16ManagingRetailing Wholesaling andLogistics 1 16 2 ChapterQuestions Whatmajortypesofmarketingintermediariesoccupythissector Whatmarketingdecisionsdothesemarketingintermediariesmake Whatarethemajortrendswithmarketingintermediaries 16 3 Retailing Includesalltheactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersforpersonal nonbusinessuse 16 4 Table16 1MajorRetailerTypes SpecialtystoreDepartmentstoreSupermarketConveniencestore DiscountstoreOff priceretailerSuperstoreCatalogshowroom 16 5 LevelsofRetailService Self serviceSelf selectionLimitedserviceFullservice 16 6 NonstoreRetailing DirectsellingDirectmarketingAutomaticvendingBuyingservice 16 7 MajorTypesofCorporateRetailOrganizations CorporatechainstoreVoluntarychainRetailercooperativeConsumercooperativeFranchiseorganizationMerchandisingconglomerate 16 8 Retailers MarketingDecisions TargetmarketProductassortmentService storeatmospherePriceCommunicationLocation 16 9 RetailCategoryManagement Definethecategory Figureoutitsrole Setgoals Choosetheaudience Implementtheplan Figureouttactics Assessperformance 16 10 RetailerServicesMix PrepurchaseservicesPostpurchaseservicesAncillaryservices 16 11 LocationDecision GeneralbusinessdistrictsRegionalshoppingcentersCommunityshoppingcentersStripmallsLocationwithinalargerstore 16 12 IndicatorsofSalesEffectiveness NumberofpeoplepassingbylocationPercentagewhoenterstorePercentageofthosewhoenterwhoalsobuyAverageamountspentpersale 16 13 TrendsinRetailing NewretailformsandcombinationsGrowthofintertypecompetitionCompetitionbetweenstore basedandnon store basedretailingGrowthofgiantretailersDeclineofmiddlemarketretailersGrowinginvestmentintechnologyGlobalpresenceofmajorretailers 16 14 WholesalingFunctions SellingandpromotingBuyingandassortmentbuildingBulkbreakingWarehousing TransportationFinancingRiskbearingMarketinformationManagementservicesandcounseling 16 15 MajorWholesalerTypes MerchantFullserviceLimitedservice BrokersandagentsManufacturersSpecialized 16 16 Wholesalers MarketingDecisions TargetmarketProductassortmentPricePromotionPlace 16 17 MarketLogisticsPlanning Decidingonthecompany svaluepropositiontoitscustomersDecidingonthebestchanneldesignandnetworkstrategyDevelopingoperationalexcellenceImplementingthesolution 16 18 MarketLogisticsDecisions Howshouldordersbehandled Whereshouldstockbelocated Howmuchstockshoul
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