中山大学吴柏林教授“广告策划与策略”绝密资料CHAP14.ppt

Chapter 14 Objectives Identify types of organizations that comprise retailers, wholesalers, and logistical organizations. Describe marketing decisions that organizations in this sector make. List major trends in retailing. Discuss wholesaling and its effects. Describe market logistics. Retailers More Retailers Types of Retailers Types of Retailers Types of Retail Organizations Marketing Decisions Assortment, Procurement, Services, and Atmosphere Define product assortment. What is the difference between breadth and depth? What is direct product profitability? How is it used? What are three components of the services mix? How does atmosphere affect a retailer? Place Decision Trends in Retailing Emergence of new retail forms Shorter life spans More technology Increased competition between different types of retailers Move toward either mass merchandising or specialty retailers More Trends in Retailing Emergence of supercenters Increased number of gathering places for people such as coffee houses Professional management Multinational marketing Innovative technology such as scanners, electronic banking Functionsof Wholesaling Describe each of the following: Management services and advice Buying and assortment building Selling and promoting Market information Bulk breaking Risk bearing Warehousing Transporting Financing Types of Wholesalers Merchant wholesalers Full-service wholesalers Limited service wholesalers Brokers Agents Manufacturers’ and retailers’ branches and offices Miscellaneous wholesalers Wholesaler Marketing Decisions Market Logistics Getting goods to customers goes beyond physical distribution now. Supply chain management attempts to procure right components, convert them into finished product, and dispatch them to final consumer. Demand chain looks at what customers want. Logistics links several activities in the marketing process. Market Logistics Decisions To accompany A Framework for Marketing Management by Kotler 2001 Prentice Ha