第14章 管理零售、批发和物流.pptVIP

* * * * * * * * * * * * * Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 14-* MARKETING MANAGEMENT IN CHINA Philip Kotler – Kevin Lane Keller – Lu Taihong Managing Retailing, Wholesaling, and Logistics管理零售、批发和物流 Chapter 14 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 14-* Chapter 14 Questions第十四章 问题 What are the major types of marketing intermediaries?营销中间商的主要类别有哪些？ What marketing decisions do these marketing intermediaries make?这些营销中间商需要作哪些营销决策？ What are the major trends in the retailing, wholesaling, and logistics sector?零售、批发和物流领域的主要发展趋势是什么？ Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 14-* Contents of Chapter 14第十四章的主要内容 Retailing 零售 Wholesaling 批发 Market Logistics 营销物流 ZARA 飒拉公司 Mini case: Trader Joe’s 微型案例： Trader Joe’s连锁超市 Mini case: NIKE 微型案例：耐克 Innovative Marketing创新营销: Target 塔吉特百货 Innovative Marketing创新营销: 7-Eleven in Taiwan台湾7-11便利店 Innovative Marketing创新营销: TESCO 特易购 （英国最大零售商，收购台湾顶新国际集团旗下的乐购连锁超市） Marketing in China营销在中国: Wal-Mart and Carrefour in China沃尔玛和家乐福在中国的“进化” Chapter Case本章案例: GOME 国美电器? Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 14-* The New Retail Environment 新的零售环境 Growth of private labels 自有品牌的发展 New retail forms and combinations 新的零售形式和组合形式 Growth of intertype retail competition不同零售业态间的竞争日趋激烈 Competition between store-based and nonstore-based retailing店面零售和无店面零售的竞争 Growth of giant retailers, decline of middle-market retailers巨型零售商的增长与中端零售商的衰落 Growing investment in technology技术投资力度日愈增强 Global presence of major retailers主要零售商的全球扩张 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 14-* Major Retailer Types主要的零售业态 Specialty store 专业店 Department store 百货商店 Supermarket 超级市场 Convenience store 便利店 Discount store 折扣店 Off-price retailer 折价零售店 Superstore 超级商店 Catalog showroom 目录商店 Copyright ? 2009 Pearson Education,