Ch 16 : Managing Retailing, Wholesaling, and Logistics - Morales

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Ch 16 Managing Retailing, Wholesaling, and Logistics

Source: Marketing Management, 13th Ed, Kotler

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Ch 16 : Managing Retailing, Wholesaling, and Logistics - Morales

  1. 1. TOP 10 Learning Concepts Ch 16: Managing Retailing,Wholesaling, and Logistics<br />Joseph Gabriel N. Morales<br />April 7, 2011<br />Source: 13th Ed., Marketing Management by Kotler<br />josephgabrielmorales.blogspot.com<br />
  2. 2. Retailing<br />1. Major Types<br />2. Levels of Service<br />3. Positioning Map<br />4. Non-Store Retailing<br />5. Retailer Services Mix<br />6. Marketing Decisions Encountered<br />7. Location Decision<br />2<br />josephgabrielmorales.blogspot.com<br />
  3. 3. Wholesaling<br />1. Functions<br />2. Major Types<br />3<br />josephgabrielmorales.blogspot.com<br />
  4. 4. Logistics<br />1. Market Logistics Decision<br />4<br />josephgabrielmorales.blogspot.com<br />
  5. 5. RETAILING<br />josephgabrielmorales.blogspot.com<br />
  6. 6. What are the major types?<br />josephgabrielmorales.blogspot.com<br />
  7. 7. Specialty Store<br />- Limited product lines such as jewelry or men’s clothing<br />7<br />josephgabrielmorales.blogspot.com<br />
  8. 8. Department Store<br /><ul><li>Wide variety of product lines</li></ul>8<br />josephgabrielmorales.blogspot.com<br />
  9. 9. Supermarket<br /><ul><li>Wide range of food, toiletries, and other basic household items</li></ul>9<br />josephgabrielmorales.blogspot.com<br />
  10. 10. Convenience Store<br />- Similiar to a supermarket, but at a smaller scale<br />- Usually located in residential areas<br />- Provide customers convenient place and time to buy needed items<br />10<br />josephgabrielmorales.blogspot.com<br />
  11. 11. Discount Store<br />- wide variety of merchandise at low prices<br />11<br />josephgabrielmorales.blogspot.com<br />
  12. 12. Off-price Retailer<br />- Goods priced below regular retail prices.<br />12<br />josephgabrielmorales.blogspot.com<br />
  13. 13. Superstore<br /><ul><li>specializes in a range of related products
  14. 14. huge selling space
  15. 15. Can be selling either gen. merchandise or specialty stores</li></ul>13<br />josephgabrielmorales.blogspot.com<br />
  16. 16. Catalog Showroom<br /><ul><li>Small area for display, big area for warehousing
  17. 17. Has declined since the boom of online shopping</li></ul>14<br />josephgabrielmorales.blogspot.com<br />
  18. 18. Modern day catalog showroom - Amazon<br />15<br />josephgabrielmorales.blogspot.com<br />
  19. 19. Non-Store Retailing<br />16<br />josephgabrielmorales.blogspot.com<br />
  20. 20. Retail Positioning Map<br />17<br />Broad<br />Breadth of Product Line<br />Narrow<br />High<br />Low<br />Value Added<br />josephgabrielmorales.blogspot.com<br />
  21. 21. Levels of Service<br />18<br />josephgabrielmorales.blogspot.com<br />
  22. 22. Decisions they have to make<br />josephgabrielmorales.blogspot.com<br />
  23. 23. Target Market<br />- To whom will we sell the product?<br />20<br />josephgabrielmorales.blogspot.com<br />
  24. 24. Product Assortment<br /><ul><li>What products and variety will be offered?
  25. 25. Broadness & depth of products?</li></ul>21<br />Shallow<br />Deep<br />Broad<br />Narrow<br />josephgabrielmorales.blogspot.com<br />
  26. 26. Product Assortment<br /><ul><li>What products and variety will be offered?
  27. 27. Length (# of products in the product line)
  28. 28. Breadth (# of products company offers)
  29. 29. Depth (Different varieties of product)
  30. 30. Consistency (Rel. bet. Products in their final destination)</li></ul>22<br />josephgabrielmorales.blogspot.com<br />
  31. 31. Procurement<br /><ul><li>Managing the inventory</li></ul>23<br />josephgabrielmorales.blogspot.com<br />
  32. 32. Prices<br />- How will I price my product?<br />24<br />josephgabrielmorales.blogspot.com<br />
  33. 33. Retailer’s Services Mix<br /><ul><li>Pre Purchase – advertising, interior design, shopping hours, fitting rooms
  34. 34. Post Purchase – delivery, installation, gift-wrapping
  35. 35. Ancillary (subordinate) - parking, restroom, credit terms</li></ul>25<br />josephgabrielmorales.blogspot.com<br />
  36. 36. Store Atmosphere<br /><ul><li>Interior design of store; ambiance</li></ul>26<br />josephgabrielmorales.blogspot.com<br />
  37. 37. Store Activities<br /><ul><li>creating in-store activities to attract customers
  38. 38. Product sampling / Tasting
  39. 39. Working Demo Units
  40. 40. Free seminars</li></ul>27<br />josephgabrielmorales.blogspot.com<br />
  41. 41. Communications<br /><ul><li>To generate customer traffic & sale</li></ul>28<br />josephgabrielmorales.blogspot.com<br />
  42. 42. Location – Where’s the best place?<br /><ul><li>Central Business District?
  43. 43. Regional Shopping centers?
  44. 44. Community Shopping centers?
  45. 45. Shopping strips?
  46. 46. Location within a larger store?</li></ul>29<br />josephgabrielmorales.blogspot.com<br />
  47. 47. WHOLESALING<br />josephgabrielmorales.blogspot.com<br />
  48. 48. What their functions are…<br />31<br />josephgabrielmorales.blogspot.com<br />
  49. 49. What their functions are… (cont’d)<br />32<br />josephgabrielmorales.blogspot.com<br />
  50. 50. What their functions are… (cont’d)<br />33<br />josephgabrielmorales.blogspot.com<br />
  51. 51. What are their major types?<br />josephgabrielmorales.blogspot.com<br />
  52. 52. <ul><li>Merchant
  53. 53. Independently owned; take title to the merchandise they handle
  54. 54. Ex: jobbers, distributors, mill supply houses
  55. 55. Full Service
  56. 56. Carry stock, maintain sales force, offer credit, make deliveries, provide management assistance
  57. 57. Limited Service
  58. 58. Cater to specific type of service / merchandise</li></ul>35<br />josephgabrielmorales.blogspot.com<br />
  59. 59. <ul><li>Brokers / Agents
  60. 60. Facilitate buying and selling on a commission of 2%-6%
  61. 61. Manufacturers
  62. 62. Operations conducted by own company
  63. 63. Specialized wholesalers
  64. 64. Ex auction companies, agricultural assemblers, </li></ul>36<br />josephgabrielmorales.blogspot.com<br />
  65. 65. LOGISTICS<br />josephgabrielmorales.blogspot.com<br />
  66. 66. Decisions that have to be made<br /><ul><li>How should orders be handled?</li></ul> (Order Processing)<br /><ul><li>Where should stock be located?</li></ul> (Warehousing)<br /><ul><li>How much stock should be held?</li></ul> (Inventory)<br /><ul><li>How should goods be shipped?</li></ul> (Transportation)<br />38<br />josephgabrielmorales.blogspot.com<br />
  67. 67. SUMMARY<br /><ul><li>Retailing</li></ul>1. Major Types<br />2. Levels of Service<br />3. Positioning Map<br />4. Non-Store Retailing<br />5. Retailer Services Mix<br />6. Marketing Decisions Encountered<br />7. Location Decision<br />39<br />josephgabrielmorales.blogspot.com<br />
  68. 68. SUMMARY (cont’d)<br /><ul><li>Wholesaling</li></ul>1.Functions<br />2. Major Types<br /><ul><li>Logistics</li></ul>1. Market Logistics Decision<br />40<br />josephgabrielmorales.blogspot.com<br />
  69. 69. TOP 10 Learning Concepts Ch 16: Managing Retailing,Wholesaling, and Logistics<br />Joseph Gabriel N. Morales<br />April 7, 2011<br />Source: 13th Ed., Marketing Management by Kotler<br />josephgabrielmorales.blogspot.com<br />

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