（零售商与经销商）市场营销课件

18-114.

ManagingRetailing,Wholesaling,andMarketLogistics

byPowerPointbyHanWangYantaiUniversity18-114.

ManagingRetailing,W18-2

Successful“go-to-market”strategiesrequireintegratingretailers,wholesalers,andlogisticalorganizations.Kotleron

Marketing18-2Successful“go-to-marke18-3ChapterObjectivesWhatmajortypesoforganizations

occupythissector?Whatmarketingdecisionsdo

organizationsinthissectormake?Whatarethemajortrendsinthissector?18-3ChapterObjectivesWhatmaj18-4WhatisRetailingRetailingincludesalloftheactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersforpersonal,nonbusinessuse18-4WhatisRetailing18-5RetailingWheel-of-retailing(零售轮转理论）statesthatmanynewtypesofretailingformsbeginaslow-margin,low-price,low-statusoperations,andchallengeestablishedretailers.Astheysucceedtheyupgradetheirfacilitiesandoffermoreservices,increasingtheircostsandforcingthemtoincreaseprices,eventuallybecomingtheretailerstheyreplaced.18-5RetailingWheel-of-retailin18-6LowPriceLowStatusLowMarginMidPriceMidStatusMidMarginHighPriceHighStatusHighMarginNewEntrantsWheelofRetailing18-6LowPriceMidPriceHighPri7

这个理论认为，零售企业经营范围是不断从综合化向专业化再向综合化方向循环发展的，每一次循环不是过去的重复，而是赋予新的内涵，从而出现了不同的零售组织。按这一理论，美国等西方国家零售业大致经历了五个时期：２、手风琴理论五、零售业变革理论回顾7这个理论认为，零售企业经营范围是不断从综合化向专业化再8

这种理论认为，如同产品生命周期一样，零售组织也有生命周期。随着时代的发展，每一个零售组织都将经历创新期、发展期、成熟期、衰退期四个阶段。3、生命周期理论五、零售业变革理论回顾8这种理论认为，如同产品生命周期一样，零售组织也有生命周生命周期理论生命周期理论18-10retailingFourlevelsofservice:Self-serviceLocate-compare-selectprocessCustomersarewillingtoself-servetosavemoneySelf-selectionFind,andcanaskforhelp

LimitedserviceNeedmoreinformationandassistance-MostdepartmentstoresFullserviceSalespeopleassistcustomersineveryaspectofshoppingexperienceHigh-enddepartmentstoresandspecialtystores18-10retailingFourlevelsofs18-11ClassificationOfRetailerTypesSpecialtyStoresDepartmentStoresSupermarketsConvenienceStoresOff-PriceRetailerSuperstoresCatalogShowroomWideVarietyofProductLinesi.e.Clothing,HomeFurnishings,&HouseholdItemsWideVarietyofFood,Laundry,&HouseholdProductsLimitedLineofHigh-TurnoverConvenienceGoodsInexpensive,Overruns,Irregulars,andLeftoverGoodsLargeAssortmentofRoutinelyPurchasedFood&NonfoodProducts,PlusServicesBroadSelection,FastTurnover,DiscountPricesNarrowProductLine,DeepAssortment

StoreType LengthandBreadthofProduct AssortmentDiscountStoresBroadProductLine,LowMargin,HighVolume18-11ClassificationOfRetaile18-12RetailingNonstoreretailingaccountsformorethan12%ofallconsumerpurchases,andistrendingup.CategoriesofnonstoreretailingDirectsellingDirectmarketingTelemarketingTelevisiondirect-responsemarketingElectronicshoppingAutomaticvendingBuyingservice18-12RetailingNonstoreretaili18-13RetailingMarketingDecisionsTargetMarketProductAssortmentandProcurementBreadthDepthServicesandStoreAtmospherePricePromotionplace18-13RetailingMarketingDecisi18-14RetailingPlaceDecisionGeneralbusinessdistrictsRegionalshoppingcentersCommunitycentersStripmalls(a.k.a.shoppingstrips)Alocationwithinalargerstore18-14RetailingPlaceDecision18-15RetailingTrendsinRetailingNewretailformsandcombinationsGrowthofintertypecompetitionGrowthofgiantretailersGrowinginvestmentintechnologyGlobalpresenceofmajorretailersSellinganexperience,notjustgoodsCompetitionbetweenstore-based

andnon-store-basedretailing18-15RetailingTrendsinRetail18-16Wholesalingincludesallactivitiesinvolvedinsellinggoodsorservicestothosewhobuyforresaleorbusinessuse.18-16Wholesalingincludesall18-17WhyareWholesalersUsed?WholesalerFunctionsManagementServices&AdviceSellingandPromotingMarketInformationBuyingandAssortmentBuildingRiskBearingBulkBreakingTransportingFinancingWarehousing18-17WhyareWholesalersUsed?18-18MajorWholesalerTypesMerchantFull-serviceLimited-serviceBrokersandagentsmanufacturers’andretailers’branchesandoffices

Specialized18-18MajorWholesalerTypesMer18-19WholesalingTrendsinWholesalingwaystostrengthenrelationshipswithmanufacturersSeekclearagreementabouttheirexpectedfunctioninthemarketingchannelGaininsightintothemanufacturers’requirementsbyvisitingtheirplantsFulfillcommitmentsbymeetingvolumetargetsIdentifyandoffervalue-addedservicestomanufacturers18-19WholesalingTrendsinWhol18-20MarketLogisticsInvolvesplanning,implementing,andcontrollingthephysicalflowsofmaterialsandfinalgoodsfrompointsoforigintopointsofusetomeetcustomerrequirementsataprofit.18-20MarketLogisticsInvolves18-21Market-LogisticsObjectivesgettingtherightgoodstotherightplacesattherighttimefortheleastcost18-21Market-LogisticsObjectiv18-22MarketLogisticsDecisionsHowshouldordersbehandled?Whereshouldstockbelocated?Howmuchstockshouldbeheld?Howshouldgoodsbeshipped?18-22MarketLogisticsDecision18-23InventoryWhentoorderHowmuchtoorderJust-in-timeCostsMinimizeCostsofAttainingLogisticsObjectives

WarehousingStorageDistributionOrderProcessingOrder-to-paymentcycleLogisticsFunctionsTransportationWater,Truck, Rail,Pipeline&AirLogisticsSystems18-23InventoryCostsWarehousi18-24Figure14.2:DeterminingOptimalOrderQuantity18-24Figure14.2:Determining18-25RailNation’slargestcarrier,cost-effectiveforshippingbulkproducts,piggybackTruckFlexibleinrouting×chedules,efficientforshort-haulsofhighvaluegoodsWaterLowcostforshippingbulky,low-valuegoods,slowestformPipelineShippetroleum,naturalgas,andchemicalsfromsourcestomarketsAirHighcost,idealwhenspeedisneededortoshiphigh-value,low-bulkitemsTransportationModes18-25RailTruckWate