marketing综合.pptVIP

Distribution Channel Functions Consumer Marketing Channels Levels Major Logistics Functions What is Retailing? All the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. Retailers - businesses whose sales come primarily from retailing. Retailers can be classified as: Store retailers such as Home Depot, Sears, Walmart. Nonstore retailers such as the mail, telephone, and Internet. Retailer Marketing Decisions The Nature of Personal Selling Involves two-way, personal communication between salespeople and individual customers whether: face to face, by telephone, through video conferencing, or by other means. The term salesperson covers a wide spectrum of positions from: Order Taking (department store salesperson) Order Getting (someone engaged in creative selling) Missionary Selling (building goodwill or educating buyers) Managing the Salesforce Designing Sales Force Strategy and Structure How Salespeople Spend Their Time Relationship Marketing Emphasizes maintaining profitable long-term relationships with customers by creating superior customer value and satisfaction. Based on the idea that important accounts need focused and on-going attention. Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. Rapid growth in the industry has been achieved because: Product managers are facing more pressure to increase their current sales, Companies face more competition, Advertising efficiency has declined, Consumers have become more deal oriented. Consumer - Promotion Tools Global Marketing Into the Twenty-First Century A Global Firm is one that, by operating in more than one country, gains marketing, production, RD, and financial advantages that are not available to purely domestic competitors. Global firms face several major problems: Variable exchange rates, Unstable governments, Protectionist tariffs and trade ba