中山大学吴柏林教授 “广告策划与策略”绝密资料_CHAP14
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Narrow product line, deep assortment
Department stores
Wide variety of product lines
Supermarkets
Variety of food, laundry, household products
Convenience stores
2001 Prentice Hall
14.15
Market Logistics
Getting goods to customers goes beyond physical distribution now. Supply chain management attempts to procure right components, convert them into finished product, and dispatch them to final consumer. Demand chain looks at what customers want. Logistics links several activities in the marketing process.
1. Target market 2. Price decision
3. Product assortment and services 4. Promotion decision
To accompany A Framework for Marketing Management by Kotler
5. Place decision
To accompany A Framework for Marketing Management by Kotler
2001 Prentice Hall
Let’s Discuss
Functions of Wholesaling
14.12
To accompany A Framework for Marketing Management by Kotler
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.11
More Trends in Retailing
Emergence of supercenters Increased number of gathering places for people such as coffee houses Professional management Multinational marketing Innovative technology such as scanners, electronic banking
3. Community shopping center 4. Strip mall
To accompany A Framework for Marketing Management by Kotler
5. Within larger stores
2001 Prentice Hall
14.10
Trends in Retailing
Emergence of new retail forms Shorter life spans More technology Increased competition between different types of retailers Move toward either mass merchandising or specialty retailers
2001 Prentice Hall
14.13
Types of Wholesalers
Merchant wholesalers Full-service wholesalers Limited service wholesalers Brokers Agents Manufacturers’ and retailers’ branches and offices Miscellaneous wholesalers
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
Let’s Discuss
14.2
Retailers
Get with a classmate and in five minutes, list as many specific examples of each of the following retailers as you can.
14.3
More Retailers
Get with a classmate and in five minutes, list as many specific examples of each of the following non-store retailers as you can.
1. Direct selling
14.1
Chapter 14 Objectives
Identify types of organizations that comprise retailers, wholesalers, and logistical organizations. Describe marketing decisions that organizations in this sector make. List major trends in retailing. Discuss wholesaling and its effects. Describe market logistics.
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.16
Market Logistics Decisions
Order Processing Transportation
Inventory
Describe each of the following: Management services and advice Buying and assortment building Selling and promoting Market information Bulk breaking Risk bearing Warehousing Transporting Financing
Broad product line, low margin, high volume
Off-price retailer
Inexpensive, overruns, irregulars, leftovers Large assortment of routinely purchased food and nonfood products, plus services
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
Quick Quiz
Wholesaler Marketing Decisions
14.14
Explain wholesaler marketing decisions that can be made using the following factors:
Warehousing
To accompany A Framework for Marketing Management by Kotler
2001 Prentice Hall
Superstores
Catalog showroom
Broad selection, fast turnover, discount prices
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
1. Self-service
3. Limited-service
2. Self-selection
To accompany A Framework for Marketing Management by Kotler
4. Full-service
2001 Prentice Hall
Let’s Discuss
3. Vending
2. Direct marketing
To accompany A Framework for Marketing Management by Kotler
4. Buying service
2001 Prentice Hall
14.4
Types of Retailers
Specialty stores
Merchandising conglomerate
2001 Prentice Hall
14.7
Marketing Decisions
Target market Price decision
Product assortment and procurement Services and es of Retail Organizations
Corporate chain store Consumer cooperative
14.6
Voluntary chain
Franchise
Retailer cooperative
To accompany A Framework for Marketing Management by Kotler
Limited line of high-turnover convenience goods
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.5
Types of Retailers
Discount stores
14.8
Define product assortment. What is the difference between breadth and depth? What is direct product profitability? How is it used? What are three components of the services mix? How does atmosphere affect a retailer?
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.9
Place Decision
Retailers can locate their stores in any number of locations: 1. General business district 2. Regional shopping centers
To accompany A Framework for Marketing Management by Kotler
Promotion decision
Place decision
2001 Prentice Hall
Quick Quiz
Assortment, Procurement, Services, and Atmosphere
Department stores
Wide variety of product lines
Supermarkets
Variety of food, laundry, household products
Convenience stores
2001 Prentice Hall
14.15
Market Logistics
Getting goods to customers goes beyond physical distribution now. Supply chain management attempts to procure right components, convert them into finished product, and dispatch them to final consumer. Demand chain looks at what customers want. Logistics links several activities in the marketing process.
1. Target market 2. Price decision
3. Product assortment and services 4. Promotion decision
To accompany A Framework for Marketing Management by Kotler
5. Place decision
To accompany A Framework for Marketing Management by Kotler
2001 Prentice Hall
Let’s Discuss
Functions of Wholesaling
14.12
To accompany A Framework for Marketing Management by Kotler
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.11
More Trends in Retailing
Emergence of supercenters Increased number of gathering places for people such as coffee houses Professional management Multinational marketing Innovative technology such as scanners, electronic banking
3. Community shopping center 4. Strip mall
To accompany A Framework for Marketing Management by Kotler
5. Within larger stores
2001 Prentice Hall
14.10
Trends in Retailing
Emergence of new retail forms Shorter life spans More technology Increased competition between different types of retailers Move toward either mass merchandising or specialty retailers
2001 Prentice Hall
14.13
Types of Wholesalers
Merchant wholesalers Full-service wholesalers Limited service wholesalers Brokers Agents Manufacturers’ and retailers’ branches and offices Miscellaneous wholesalers
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
Let’s Discuss
14.2
Retailers
Get with a classmate and in five minutes, list as many specific examples of each of the following retailers as you can.
14.3
More Retailers
Get with a classmate and in five minutes, list as many specific examples of each of the following non-store retailers as you can.
1. Direct selling
14.1
Chapter 14 Objectives
Identify types of organizations that comprise retailers, wholesalers, and logistical organizations. Describe marketing decisions that organizations in this sector make. List major trends in retailing. Discuss wholesaling and its effects. Describe market logistics.
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.16
Market Logistics Decisions
Order Processing Transportation
Inventory
Describe each of the following: Management services and advice Buying and assortment building Selling and promoting Market information Bulk breaking Risk bearing Warehousing Transporting Financing
Broad product line, low margin, high volume
Off-price retailer
Inexpensive, overruns, irregulars, leftovers Large assortment of routinely purchased food and nonfood products, plus services
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
Quick Quiz
Wholesaler Marketing Decisions
14.14
Explain wholesaler marketing decisions that can be made using the following factors:
Warehousing
To accompany A Framework for Marketing Management by Kotler
2001 Prentice Hall
Superstores
Catalog showroom
Broad selection, fast turnover, discount prices
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
1. Self-service
3. Limited-service
2. Self-selection
To accompany A Framework for Marketing Management by Kotler
4. Full-service
2001 Prentice Hall
Let’s Discuss
3. Vending
2. Direct marketing
To accompany A Framework for Marketing Management by Kotler
4. Buying service
2001 Prentice Hall
14.4
Types of Retailers
Specialty stores
Merchandising conglomerate
2001 Prentice Hall
14.7
Marketing Decisions
Target market Price decision
Product assortment and procurement Services and es of Retail Organizations
Corporate chain store Consumer cooperative
14.6
Voluntary chain
Franchise
Retailer cooperative
To accompany A Framework for Marketing Management by Kotler
Limited line of high-turnover convenience goods
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.5
Types of Retailers
Discount stores
14.8
Define product assortment. What is the difference between breadth and depth? What is direct product profitability? How is it used? What are three components of the services mix? How does atmosphere affect a retailer?
To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
14.9
Place Decision
Retailers can locate their stores in any number of locations: 1. General business district 2. Regional shopping centers
To accompany A Framework for Marketing Management by Kotler
Promotion decision
Place decision
2001 Prentice Hall
Quick Quiz
Assortment, Procurement, Services, and Atmosphere