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

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Ch 16 managing retailing, wholesailing, and logistics morales

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

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