CH16Managing-Retailing-Wholesaling--and-Logistics(

MARKETINGMANAGEMENT12theditionKotlerKeller16ManagingRetailing,Wholesaling,andLogistics16-2ChapterQuestionsWhatmajortypesofmarketingintermediariesoccupythissector?Whatmarketingdecisionsdothesemarketingintermediariesmake?Whatarethemajortrendswithmarketingintermediaries?16-3RetailingIncludesalltheactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersforpersonal,nonbusinessuse.16-4Table16.1MajorRetailerTypesSpecialtystoreDepartmentstoreSupermarketConveniencestoreDiscountstoreOff-priceretailerSuperstoreCatalogshowroom16-5LevelsofRetailServiceSelf-serviceSelf-selectionLimitedserviceFullservice16-6NonstoreRetailingDirectsellingDirectmarketingAutomaticvendingBuyingservice16-7MajorTypesofCorporateRetailOrganizationsCorporatechainstoreVoluntarychainRetailercooperativeConsumercooperativeFranchiseorganizationMerchandisingconglomerate16-8Retailers’MarketingDecisionsTargetmarketProductassortmentService/storeatmospherePriceCommunicationLocation16-9RetailCategoryManagementDefinethecategoryFigureoutitsroleSetgoalsChoosetheaudienceImplementtheplanFigureouttacticsAssessperformance16-10RetailerServicesMixPrepurchaseservicesPostpurchaseservicesAncillaryservices16-11LocationDecisionGeneralbusinessdistrictsRegionalshoppingcentersCommunityshoppingcentersStripmallsLocationwithinalargerstore16-12IndicatorsofSalesEffectivenessNumberofpeoplepassingbylocationPercentagewhoenterstorePercentageofthosewhoenterwhoalsobuyAverageamountspentpersale16-13TrendsinRetailingNewretailformsandcombinationsGrowthofintertypecompetitionCompetitionbetweenstore-basedandnon-store-basedretailingGrowthofgiantretailersDeclineofmiddlemarketretailersGrowinginvestmentintechnologyGlobalpresenceofmajorretailers16-14WholesalingFunctionsSellingandpromotingBuyingandassortmentbuildingBulkbreakingWarehousingTransportationFinancingRiskbearingMarketinformationManagementservicesandcounseling16-15MajorWholesalerTypesMerchantFullserviceLimitedserviceBrokersandagentsManufacturersSpecialized16-16Wholesalers’MarketingDecisionsTargetmarketProductassortmentPricePromotionPlace16-17MarketLogisticsPlanningDecidingonthecompany’svaluepropositiontoitscustomersDecidingonthebestchanneldesignandnetworkstrategyDevelopingoperationalexcellenceImplementingthesolution16-18MarketLogisticsDecisionsHowshouldordersbehandled?Whereshouldstockbelocated?Howmuchstockshouldbeheld?Howshouldgoodsbeshipped?16-19TransportationFactorsSpeedFrequencyDependabilityCapabilityAvailabilityTraceabilityCost