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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 16 Managing Retailing, Wholesaling, and Logistics. Kotler Keller. Chapter Questions. What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make?

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 16 Managing Retailing, Wholesaling, and Logistics Kotler Keller

  2. Chapter Questions • What major types of marketing intermediaries occupy this sector? • What marketing decisions do these marketing intermediaries make? • What are the major trends with marketing intermediaries?

  3. Retailing Includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use.

  4. Specialty store Department store Supermarket Convenience store Discount store Off-price retailer Superstore Catalog showroom Table 16.1 Major Retailer Types

  5. Levels of Retail Service • Self-service • Self-selection • Limited service • Full service

  6. Nonstore Retailing • Direct selling • Direct marketing • Automatic vending • Buying service

  7. Major Types of Corporate Retail Organizations • Corporate chain store • Voluntary chain • Retailer cooperative • Consumer cooperative • Franchise organization • Merchandising conglomerate

  8. Retailers’ Marketing Decisions • Target market • Product assortment • Service/store atmosphere • Price • Communication • Location

  9. Retail Category Management Define the category Figure out its role Assess performance Set goals Choose the audience Figure out tactics Implement the plan

  10. Retailer Services Mix • Prepurchase services • Postpurchase services • Ancillary services

  11. Location Decision • General business districts • Regional shopping centers • Community shopping centers • Strip malls • Location within a larger store

  12. Indicators of Sales Effectiveness • Number of people passing by location • Percentage who enter store • Percentage of those who enter who also buy • Average amount spent per sale

  13. Trends in Retailing • New retail forms and combinations • Growth of intertype competition • Competition between store-based and non-store-based retailing • Growth of giant retailers • Decline of middle market retailers • Growing investment in technology • Global presence of major retailers

  14. Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counseling Wholesaling Functions

  15. Merchant Full service Limited service Brokers and agents Manufacturers Specialized Major Wholesaler Types

  16. Wholesalers’ Marketing Decisions • Target market • Product assortment • Price • Promotion • Place

  17. Market Logistics Planning • Deciding on the company’s value proposition to its customers • Deciding on the best channel design and network strategy • Developing operational excellence • Implementing the solution

  18. Market Logistics Decisions • How should orders be handled? • Where should stock be located? • How much stock should be held? • How should goods be shipped?

  19. Transportation Factors • Speed • Frequency • Dependability • Capability • Availability • Traceability • Cost

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