kotler mm15e inppt 18

7/25/2019 Kotler Mm15e Inppt 18

1/25

Copyright 2016 Pearson Education Ltd. 18-1

ChapterChapter

1818

Managing

Retailing,Wholesaling,

and Logistics


2/25


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?


3/25


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


4/25

Copyright 2016 Pearson Education Ltd. 18-'

(ypes of retailers(ypes of retailers

& )tore retailers, nonstore retailers,and retail organi*ations


5/25

Copyright 2016 Pearson Education Ltd. 18-(


& )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#


6/25



& Levels of service for store retailers

*e"-ser!ice*e"-seectionLi#ited ser!ice

/u ser!ice


7/25

Copyright 2016 Pearson Education Ltd. 18-


& onstore retailing

+irect #ar,eting

+irect seing

Auto#atic !ending

uying ser!ices


8/25



& -orporate retailing and franchising


9/25

Copyright 2016 Pearson Education Ltd. 18-

-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


10/25


(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


11/25


(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


12/25


Marketing 0ecisionsMarketing 0ecisions

&(arget market

& -hannels

& roductassortment

& rocurement

& rices

& )ervices

& )tore atmosphere

& )tore activitiesand eperiences

& -ommunications

& Location


13/25


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


14/25

Copyright 2016 Pearson Education Ltd. 18-1'

)ervices)ervices

& Retailers must decide on the servicesmi to o4er customers+

Prepurchase ser!ices

Postpurchase ser!ices

Anciary ser!ices


15/25

Copyright 2016 Pearson Education Ltd. 18-1(

LocationLocation

Centra

%usiness

districts

egiona

shopping

centers

Co##unity

shopping

centers

*hoppingstrips

Location &ithina arger store

*tand-aone

stores


16/25


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


17/25


WholesalingWholesaling

& Wholesalingincludes all theactivities in

selling goods orservices to thoseho #uy for

resale or#usiness use


18/25


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


19/25


Wholesaler functionsWholesaler functions

& )elling andpromoting

& 6uying andassortment#uilding

& 6ulk #reaking& Warehousing

&(ransportation

& inancing

& Risk #earing

& Marketinformation

& Managementservices andcounseling


20/25


Market LogisticsMarket Logistics

& )upply chainmanagement7)-M8

& Market logistics

& 9ntegrated logisticssystems 79L)8

& Leanmanufacturing


21/25


Market logistics planningMarket logistics planning

1. 0eciding on company:svalue proposition

2. )electing #est channel

design and netork strategy!. 0eveloping operational

ecellence

". 9mplementing solution


22/25


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?


23/25


igure 1


24/25

Copyright 2016 Pearson Education Ltd. 18-2'

(ransportation(ransportation

& -ontaineri*ation

Piggy%ac,$

"ishy%ac,$

trainship$ andairtruc,

& rivate vs.

contract vs.commoncarriers


25/25

Copyright 2016 Pearson Education Ltd. 18-2(

kotler mm15e inppt 18

Documents