菲利普科特勒市场营销第10版全套19个17

1、Chapter 17Managing Retailing, Wholesaling, and1ObjectivesRetailingWholesalingMarket Logistics2Four Levels of Retail ServiceSelf-serviceSelf-selectionLimited-serviceFull-service3Retail Positioning MapBloomingdalesKinneyShoeWal-MartTiffanyBroadNarrowBreadth ofproduct lineValue addedLowHigh4Classificat

2、ion Of Retailer TypesSpecialty StoresDepartment StoresSupermarketsConvenience StoresOff-Price RetailerSuperstoresCatalog ShowroomWide Variety of Product Lines i.e. Clothing, Home Furnishings, & Household ItemsWide Variety of Food, Laundry, & Household ProductsLimited Line of High-Turnover Convenienc

3、e GoodsInexpensive, Overruns, Irregulars, and Leftover GoodsLarge Assortment of Routinely Purchased Food & Nonfood Products, Plus ServicesBroad Selection, Fast Turnover, Discount PricesNarrow Product Line, Deep Assortment Store TypeLength and Breadth of Product AssortmentDiscount StoresBroad Product

4、 Line, Low Margin, High Volume5Types of NonStore RetailingDirect SellingDirect MarketingBuying ServicesNonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending up. Automatic Vending6Low PriceLow StatusLow MarginMid PriceMid StatusMid MarginHigh PriceHigh StatusHigh Ma

5、rginNew EntrantsWheel of Retailing7Why are Wholesalers Used?WholesalerFunctionsManagementServices & AdviceSelling andPromotingMarketInformationBuying andAssortment BuildingRisk BearingBulk BreakingTransportingFinancingWarehousing8Goals of the Logistics System Provide a Targeted Level of Customer Ser

6、vice at the Least Cost. Maximize Profits, Not Sales.Higher Distribution Costs/ Higher Customer Service LevelsLower Distribution Costs/ Lower Customer Service Levels9InventoryWhen to orderHow much to orderJust-in-timeCostsMinimize Costs ofAttaining LogisticsObjectives WarehousingStorageDistributionOr

7、der ProcessingSubmittedProcessedShippedLogisticsFunctionsTransportation Water, Truck, Rail, Pipeline & AirLogistics Systems10RailNations largest carrier, cost-effective for shipping bulk products, piggybackTruckFlexible in routing & time schedules, efficient for short-hauls of high value goodsWaterL

8、ow cost for shipping bulky, low-value goods, slowest formPipelineShip petroleum, natural gas, and chemicalsfrom sources to marketsAirHigh cost, ideal when speed is needed or to ship high-value, low-bulk itemsTransportation Modes111. Speed.2. Dependability.3. Capability.4. Availability.Checklist for ChoosingTransportation Modes12Rating Transportation ModesRail34223Water45141Truck22314Pipeline51552Air13435Source: See Carl M. Guelzo; Introduction to Logistics Management Englewood Cliffs, NJ:Prentice Hall, 1986), p. 46.(Door-to-doordeliverytime)(MeetingSche