-个人珍藏-市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler14-exs

RetailingandWholesalingChapter1414-1Objectives•Understandtherolesofretailersandwholesalersinthemarketingchannel.•Knowthemajortypesofretailers.•Knowthemajortypesofwholesalers.•Understandthemarketingdecisionsfacingretailersandwholesalers.14-2•Hugeproductassortment•Pricesare20%–30%belowhardwarestores•Obsessedwithofferinghighqualitycustomerservice•Lifetimevalueofcustomers:$25,000•Well-trained,highlymotivatedsalespeopleearnaboveaveragesalaries•Customerproblemsolvingisencouraged•Internetsiteoffersmanyhomeimprovementtips•Oneoftoday’smostsuccessfulretailersHomeDepotCaseStudy14-3Definitions•RetailingAllactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersfortheirpersonal,nonbusinessuse.•RetailerBusinesswhosesalescomeprimarilyfromretailing.14-4TypesofRetailersRetailing•SpecialtyStores专卖店•DepartmentStores百货店•Supermarkets超市•DiscountStores折扣店•ConvenienceStores便利店•Off-PriceRetailers低价零售商•Superstores超级商店14-5Retailing•Amountofservice•Productlines•Relativeprices•Organizationalapproach•Self-serviceretailers自助服务零售商Customersarewillingtoself-servetosavemoneyDiscountstores•Limited-serviceretailers有限服务零售商Mostdepartmentstores•Full-serviceretailers全面服务零售商SalespeopleassistcustomersineveryaspectofshoppingexperienceHigh-enddepartmentstoresSpecialtystoresRetailersAreClassifiedBy:14-6Retailing•Amountofservice•Productlines•Relativeprices•Organizationalapproach•SpecialtystoresNarrowproductlineswithdeepassortments分类•DepartmentstoresWidevarietyofproductlines•Supermarkets•ConveniencestoresLimitedline•SuperstoresFood,nonfood,andservices•Categorykillers类别杀手GiantspecialtystoresRetailersAreClassifiedBy:14-7Retailing•Amountofservice•Productlines•Relativeprices•Organizationalapproach•DiscountstoresLowmarginsareoffset弥补byhighvolume•Off-priceretailers低价零售商Independentoff-priceretailersTJMaxx,Marshall’sFactoryoutlets厂家门市部LeviStrauss,ReebokWarehouseclubsSam’sClub,CostcoRetailersAreClassifiedBy:14-8Retailing•Amountofservice•Productlines•Relativeprices•Organizationalapproach•CorporatechainstoresCommonlyowned/controlled•VoluntarychainsWholesaler-sponsoredgroupsofindependentretailers•RetailercooperativesGroupsofindependentretailerswhobuyinbulk•FranchiseorganizationsBasedonsomethingunique•Merchandisingconglomerates商业集团DiversifiedretailinglinesandformsundercentralownershipRetailersAreClassifiedBy:14-9•RetailerMarketingDecisionsTargetmarketingandpositioningProductassortment,servicemix,store’satmospherePricePromotionPlace(location)Retailing14-10•TheFutureofRetailingNewretailformsandshorteningretaillifecyclesWheel-of-retailingconcept零售概念轮Growthofnonstoreretailing非店铺零售Mail-order,television,phone,onlineshoppingRetailconvergenceRetailing14-11•TheFutureofRetailingRiseofmegaretailers巨型零售商GrowingimportanceofretailtechnologyGlobalexpansionofmajorretailersRetailstoresas“Communities”or“Hangouts”Retailing14-12Definitions•WholesalingAllactivitiesinvolvedinsellinggoodsandservicestothosebuyingforresaleorbusinessuse.•WholesalingAfirmengagedprimarilyinwholesalingactivity.14-13•Wholesalersaddvaluebyperformingthefollowingfunctions:SellingandpromotingBuyingandassortmentbuildingBulk大的-breaking化整为零Warehousing仓储TransportationWholesaling14-14•Wholesalersaddvaluebyperformingthefollowingfunctions:Financing融资Riskbearing风险承担MarketinginformationManagementservicesandadviceWholesaling14-15Wholesaling•MerchantWholesalers独立批发商•BrokersandAgents•Manufacturers’andretailers’branchesandoffices•Full-servicewholesalersWholesalemerchants批发商人Industrialdistributors产业分销商•Limited-servicewholesalersCash-and-carrywholesalers收现自运批发商Truckwholesalers(jobbers)Dropshippers直运批发商Rackjobbers专柜寄售批发商Producer’scooperatives生产商合作社Mail-orderwholesalers邮购批发商TypesofWholesalers14-16Wholesaling•MerchantWholesalers•Brokers经纪人andAgents•Manufacturers’andretailers’branchesandoffices•Brokers经纪人Bringbuyersandsellerstogetherandassistinnegotiation•AgentsManufacturers’agentsSellingagentsPurchasingagentsCommission佣金merchantsTypesofWholesalers14-17Wholesaling•MerchantWholesalers•BrokersandAgents•Manufacturers’andretailers’branchesandoffices•SalesbranchesandofficesBranchescarryinventory掌管存货:lumber木材,autoequipment,partsOfficesdonotcarryinventory:drygoods•PurchasingofficersPerformrolessimilartobrokersandagents,howevertheseindividualsareemployeesoftheorganizationTypesofWholesalers14-18•WholesalerMarketingDecisionsTargetmarketandpositioningTargetingmaybemadeonthebasisofsizeofcustomer,typeofretailer,needforservice.MarketingmixdecisionsProductandserviceassortment:inventory,linePricing:usualmarkuponCOGis20%Promotion:largelydisorganizedandunplannedPlace:location,facilitiesWholesaling14-19•TrendsinWholesalingPricecompetitionisstillintenseSuccessfulwholesalersmustaddvaluebyincreasingefficiencyandeffectivenessThedistinctionbetweenlargeretailersandwholesalerscontinuestoblurMoreserviceswillbeprovidedtoretailersManywholesalersaregoingglobalWholesaling