科特勒 《国际市场营销原理 第16版》ppt_13.pptxVIP

Principles of MarketingKotler and ArmstrongInsert TextbookCover ImageChapter 13:Retailing and WholesalingCopyright ? 2016 Pearson Education, Inc.13-1 Retailing and Wholesaling13-2Copyright ? 2016 Pearson Education, Inc. Retailing and WholesalingLearning ObjectivesObjective 1: Explain the role of retailers in the distribution channel and describe the major types of retailers.Objective 2: Describe the major retailer marketing decisions.Copyright ? 2016 Pearson Education, Inc.13-3 Learning ObjectivesObjective 3: Discuss the major trends and developments in retailing.Objective 4: Explain the major types of wholesalers and their marketing decisions.Copyright ? 2016 Pearson Education, Inc.Retailing and Wholesaling13-4 Learning Objective 1Explain the role of retailers in the distribution channel and describe the major types of retailers.Copyright ? 2016 Pearson Education, Inc.Retailing and Wholesaling13-5 Retailing includes all the activities in selling goods or services directly to final consumers for their personal, nonbusiness use.RetailersShopper marketingRetailing13-6 “First Moment of Truth”—the critical three to seven seconds that a shopper considers a product on a store shelf.Retailing13-7Copyright ? 2016 Pearson Education, Inc. Amount of serviceProduct linesRelative pricesOrganizationRetailingTypes of RetailersClassification Characteristics:13-8Copyright ? 2016 Pearson Education, Inc. Self-serviceLimited serviceFull service RetailingTypes of RetailersAmount of Service Classifications13-9Copyright ? 2016 Pearson Education, Inc. Product Line ClassificationsSpecialty stores Department storesConvenience stores SuperstoresCategory killersTypes of Retailers13-10Copyright ? 2016 Pearson Education, Inc. Relative Price ClassificationsDiscount storesOff-price retailersFactory outletsWarehouse clubsTypes of Retailers13-11Copyright ? 2016 Pearson Education, Inc. Relative Price ClassificationsTypes of Retailers13-12Copyright ? 2016 Pearson Education, Inc.Discount stores Off-p