Ch 16 managing retailing, wholesailing, and logistics morales

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Top 2 Learning Concepts from Kotler's Ch 16 - Managing Retailing, Wholesaling, and Logistics

Top 2 Learning Concepts from Kotler's Ch 16 - Managing Retailing, Wholesaling, and Logistics

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  • 1. TOP 2 Learning Concepts Ch 16: Managing Retailing,Wholesaling, and Logistics
    Joseph Gabriel N. Morales
    March 31, 2011
    josephgabrielmorales.blogspot.com
  • 2. Retailing
    1. Major Types
    2. Marketing Decisions Encountered
    2
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  • 3. MAJOR TYPES
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  • 4. Specialty Store
    - Limited product lines such as jewelry or men’s clothing
    4
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  • 5. Department Store
    • Wide variety of product lines
    5
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  • 6. Supermarket
    • Wide range of food, toiletries, and other basic household items
    6
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  • 7. Convenience Store
    - Similiar to a supermarket, but at a smaller scale
    - Usually located in residential areas
    - Provide customers convenient place and time to buy needed items
    7
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  • 8. Discount Store
    - wide variety of merchandise at low prices
    8
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  • 9. Off-price Retailer
    - Goods priced below regular retail prices.
    9
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  • 10. Superstore
    • specializes in a range of related products
    • 11. huge selling space
    • 12. Can be selling either gen. merchandise or specialty stores
    10
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  • 13. Catalog Showroom
    • Small area for display, big area for warehousing
    • 14. Has declined since the boom of online shopping
    11
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  • 15. Modern day catalog showroom - Amazon
    12
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  • 16. MARKETING DECISIONS THEY HAVE TO MAKE
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  • 17. Target Market
    - To whom will we sell the product?
    14
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  • 18. Product Assortment
    • What products and variety will be offered?
    • 19. Length (# of products in the product line)
    • 20. Breadth (# of products company offers)
    • 21. Depth (Different varieties of product)
    • 22. Consistency (Rel. bet. Products in their final destination)
    15
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  • 23. Procurement
    • Managing the inventory
    16
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  • 24. Prices
    - How will I price my product?
    17
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  • 25. Service
    • Pre Purchase – advertising, interior design, shopping hours, fitting rooms
    • 26. Post Purchase – delivery, installation, gift-wrapping
    • 27. Ancillary (subordinate) - parking, restroom, credit terms
    18
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  • 28. Store Atmosphere
    • Interior design of store; ambiance
    19
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  • 29. Store Activities
    • creating in-store activities to attract customers
    • 30. Product sampling / Tasting
    • 31. Working Demo Units
    • 32. Free seminars
    20
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  • 33. Communications
    • To generate customer traffic & sale
    21
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  • 34. Locations
    • Where will I put up a store?
    • 35. Central Business District?
    • 36. Mall?
    • 37. Marketplace?
    • 38. Location within a larger store?
    22
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  • 39. SUMMARY
    23
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  • 42. TOP 2 Learning Concepts Ch 16: Managing Retailing,Wholesaling, and Logistics
    Joseph Gabriel N. Morales
    March 31, 2011
    josephgabrielmorales.blogspot.com