Managing Retailing, Wholesaling, and Market Logistics参考.ppt

Objectives Retailing Wholesaling Market Logistics Four Levels of Retail Service Self-service Self-selection Limited-service Full-service Logistics Systems Transportation Modes Objectives The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated Marketing Communications The Marketing Communications Mix Message Problems * ?2000 Prentice Hall * Retail Positioning Map Bloomingdale’s Kinney Shoe Wal-Mart Tiffany Broad Narrow Breadth of product line Value added Low High Classification Of Retailer Types Specialty Stores Department Stores Supermarkets Convenience Stores Off-Price Retailer Superstores Catalog Showroom Wide Variety of Product Lines i.e. Clothing, Home Furnishings, Household Items Wide Variety of Food, Laundry, Household Products Limited Line of High-Turnover Convenience Goods Inexpensive, Overruns, Irregulars, and Leftover Goods Large Assortment of Routinely Purchased Food Nonfood Products, Plus Services Broad Selection, Fast Turnover, Discount Prices Narrow Product Line, Deep Assortment Store Type Length and Breadth of Product Assortment Discount Stores Broad Product Line, Low Margin, High Volume Types of NonStore Retailing Direct Selling Direct Marketing Buying Services NonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending up. Automatic Vending Low Price Low Status Low Margin Mid Price Mid Status Mid Margin High Price High Status High Margin Wheel of Retailing Why are Wholesalers Used? Wholesaler Functions Management Services Advice Selling and Promoting Market Information Buying and Assortment Building Risk Bearing Bulk Breaking Transporting Financing Warehousing Goals of the Logistics System Provide a Targeted Level of Customer Service at the Least Cost. Maximize Profits, Not Sales. Higher Distribution Costs/ Higher Customer Service Levels Lower Distribution Costs/ Lower Customer Service Levels