市场营销原理课件 管理学经典教材(英文版)菲利普·科特勒 .pptVIP

Retailing and Wholesaling Chapter 14 Objectives Understand the roles of retailers and wholesalers in the marketing channel. Know the major types of retailers. Know the major types of wholesalers. Understand the marketing decisions facing retailers and wholesalers. Case Study Huge product assortment Prices are 20% – 30% below hardware stores Obsessed with offering high quality customer service Lifetime value of customers: $25,000 Well-trained, highly motivated salespeople earn above average salaries Customer problem solving is encouraged Internet site offers many home improvement tips One of today’s most successful retailers Definitions Retailing All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. Retailer Business whose sales come primarily from retailing. Retailing Specialty Stores专卖店 Department Stores百货店 Supermarkets超市 Discount Stores折扣店 Convenience Stores便利店 Off-Price Retailers低价零售商 Retailing Amount of service Product lines Relative prices Organizational approach Self-service retailers自助服务零售商 Customers are willing to self-serve to save money Discount stores Limited-service retailers有限服务零售商 Most department stores Full-service retailers全面服务零售商 Salespeople assist customers in every aspect of shopping experience High-end department stores Specialty stores Retailing Amount of service Product lines Relative prices Organizational approach Specialty stores Narrow product lines with deep assortments分类 Department stores Wide variety of product lines Supermarkets Convenience stores Limited line Superstores Food, nonfood, and services Category killers类别杀手 Giant specialty stores Retailing Amount of service Product lines Relative prices Organizational approach Discount stores Low margins are offset弥补 by high volume Off-price retailers低价零售商 Independent off-price retailers TJ Maxx, Marshall’s Factory outlets厂家门市部 Levi Strauss, Reebok Warehouse clubs Sam’s Club, Costco Retailing Amount of service Produc