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Kotler16

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  • 1. Managing Retailing,Wholesaling, and LogisticsMarketing Management, 13thed16
  • 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-2What is Retailing?Retailing includes all the activitiesinvolved in selling goods or servicesdirectly to final consumers for personal,nonbusiness use.
  • 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-3Low PriceLow StatusLow MarginMid PriceMid StatusMid MarginHigh PriceHigh StatusHigh MarginWheel of Retailing
  • 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-4Table 16.1 Major Retailer Types• Specialty store• Department store• Supermarket• Convenience store• Discount store• Off-price retailer• Superstore• Catalog showroom
  • 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-5Figure 16.1 Retail Positioning Map
  • 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-6Changes in theRetail Environment• New retail forms and combinations• Growth of intertype competition• Competition between store-based andnon-store-based retailing• Growth of giant retailers• Decline of middle market retailers• Growing investment in technology• Global profile of major retailers
  • 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-7Retailers’ Marketing DecisionsTarget marketProduct assortmentProcurementPricesServices
  • 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-8Retailers’ Marketing Decisions(cont.)Store atmosphereStore activitiesCommunicationsLocations
  • 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-9Store Atmosphere• Walls• Lighting• Signage• Product placement• Floors• Surface space• MusicThe Fornarina flagship storefeatures award-winning retaildesign.
  • 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-10Private Labels
  • 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-11Wholesaling Functions• Selling andpromoting• Buying andassortment building• Bulk breaking• Warehousing• Transportation• Financing• Risk bearing• Market information• Managementservices andcounseling
  • 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-12Transportation Factors• Speed• Frequency• Dependability• Capability• Availability• Traceability• Cost