《菲利普.科特勒的“市场营销”讲义》17.pptVIP

Chapter17ManagingRetailing,Wholesaling,and

ObjectivesRetailingWholesalingMarketLogistics

FourLevelsofRetailServiceSelf-serviceSelf-selectionLimited-serviceFull-service

RetailPositioningMapBloomingdale’sKinneyShoeWal-MartTiffanyBroadNarrowBreadthofproductlineValueaddedLowHigh

ClassificationOfRetailerTypesSpecialtyStoresDepartmentStoresSupermarketsConvenienceStoresOff-PriceRetailerSuperstoresCatalogShowroomWideVarietyofProductLinesi.e.Clothing,HomeFurnishings,HouseholdItemsWideVarietyofFood,Laundry,HouseholdProductsLimitedLineofHigh-TurnoverConvenienceGoodsInexpensive,Overruns,Irregulars,andLeftoverGoodsLargeAssortmentofRoutinelyPurchasedFoodNonfoodProducts,PlusServicesBroadSelection,FastTurnover,DiscountPricesNarrowProductLine,DeepAssortmentStoreType LengthandBreadthofProduct AssortmentDiscountStoresBroadProductLine,LowMargin,HighVolume

TypesofNonStoreRetailingDirectSellingDirectMarketingBuyingServicesNonStoreRetailingAccountsforMoreThan12%ofAllConsumerPurchases,andistrendingup.AutomaticVending

LowPriceLowStatusLowMarginMidPriceMidStatusMidMarginHighPriceHighStatusHighMarginNewEntrantsWheelofRetailing

WhyareWholesalersUsed?WholesalerFunctionsManagementServicesAdviceSellingandPromotingMarketInformationBuyingandAssortmentBuildingRiskBearingBulkBreakingTransportingFinancingWarehousing

GoalsoftheLogisticsSystemProvideaTargetedLevelofCustomerServiceat theLeastCost.MaximizeProfits,NotSales.HigherDistributionCosts/ HigherCustomerServiceLevelsLowerDistributionCosts/ LowerCustomerServiceLevels

InventoryWhentoorderHowmuchtoorderJust-in-timeCostsMinimizeCostsofAttainingLogisticsObjectivesWarehousingStorageDistributionOrderProcessingSubmittedProcessedShippedLogisticsFunctionsTransportationWater,Truck, Rail,PipelineAirLogisticsSystems

RailNation’slargestcarrier,cost-