人民大2026市场营销原理与实践英文版（第19版）课件ch-13-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter13RetailingandWholesalingCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives13.1 Explaintheroleofretailersinthedistributionchannelanddescribethemajortypesofretailers.13.2 Discusshowretailersareusingomni-channelmarketingtomeetthecross-channelshoppingbehavioroftoday’sdigitallyconnectedconsumers.13.3 Describethemajormarketingdecisionsthatretailersmake.13.4 Discussthemajortrendsanddevelopmentsinretailing.13.5 Explainthemajortypesofwholesalersandtheirmarketingdecisions.

WALMART:ABattlebetweenTitansintheNewWorldofRetailWalmartistheworld’slargestretailerandtheworld’slargestcompany.Walmarthasfacedchallengesasittriestomaintainitsrapidgrowth.Inparticular,massiveshiftstowarddigitalandmobilebuyinghavechangedhowWalmartdeliversonits“Savemoney.Livebetter.”promise.Walmarthasinvestedheavilytobuilditsomni-channelcapabilitiestobetterservetoday’smobile-first,omni-channelconsumersBigTunaOnline/Shutterstock

LearningObjective1Explaintheroleofretailersinthedistributionchannelanddescribethemajortypesofretailers.

Retailing:ConnectingBrandswithConsumers(1of2)Retailingincludesalltheactivitiesinsellingproductsorservicesdirectlytofinalconsumersfortheirpersonal,nonbusinessuse.Retailersarebusinesseswhosesalescomeprimarilyfromretailing.ShopperMarketingfocusestheentiremarketingprocessonturningshoppersintobuyersastheyapproachthepointofsale,whetherduringin-store,online,ormobileshopping.

Retailing:ConnectingBrandswithConsumers(2of2)Omni-channelretailingcreatesaseamlesscross-channelbuyingexperiencethatintegratesin-store,online,andmobileshopping,creatingasingleshoppingexperience.Thenewretailingmodel:Digitaltechnologieshavecausedamassiveshiftinhowandwherepeoplebuy.Today’sretail