零售与批发中英文对照简单.pptxVIP

RetailingandWholesaling零售与批发

14-1Objectives目标Understandtherolesofretailersandwholesalersinthemarketingchannel.Knowthemajortypesofretailers.Knowthemajortypesofwholesalers.Understandthemarketingdecisionsfacingretailersandwholesalers.解释在分销渠道中零售商和批发商的作用描述主要的零售商类型并分别举例识别主要的批发商类型并分别举例阐释零售商和批发商面对的营销决策

14-2HugeproductassortmentPricesare20%–30%belowhardwarestoresObsessedwithofferinghighqualitycustomerserviceLifetimevalueofcustomers:$25,000Well-trained,highlymotivatedsalespeopleearnaboveaveragesalariesCustomerproblemsolvingisencouragedInternetsiteoffersmanyhomeimprovementtipsOneoftoday’smostsuccessfulretailersHomeDepot家居货栈CaseStudy案例研究

14-3Definitions定义RetailingAllactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersfortheirpersonal,nonbusinessuse.RetailerBusinesswhosesalescomeprimarilyfromretailing.零售与直接向最终消费者销售产品或服务以满足其个人的非商业目的相关的所有活动。零售商销售额主要来自零售的企业。

14-4TypesofRetailers零售商类型SpecialtyStoresDepartmentStoresSupermarketsDiscountStoresConvenienceStoresOff-PriceRetailersSuperstores专卖店百货店超级市场折扣店便利店低价零售商超级商店TypesofRetailers零售商类型

14-5Amountofservice

服务的数量Self-serviceretailersCustomersarewillingtoself-servetosavemoneyDiscountstoresLimited-serviceretailersMostdepartmentstoresFull-serviceretailersSalespeopleassistcustomersineveryaspectofshoppingexperienceHigh-enddepartmentstoresSpecialtystores自助服务零售商消费者愿意自助服务来省钱折扣店有限服务零售商大多数百货商店全面服务零售商销售人员在购物过程的每个阶段都为顾客提供帮助和支持一流的百货店专卖店

14-6Productlines产品线专卖店经营狭窄的产品线百货店经营种类繁多的产品线超级市场便利店产品线有限超级商店食品、非食品商品和服务类别杀手巨型专卖店SpecialtystoresNarrowproductlineswithdeepassortmentsDepartmentstoresWidevarietyofproductlinesSupermarketsConveniencestoresLimitedlineSuperstoresFood,nonfood,andservicesCategorykillersGiantspecialtystores

14-7Relativeprices相对价格折扣店通过销售较大的批量，接受较低的毛利低价零售商独立低价零售商TJMaxx,Marshall’s厂家门市部LeviStrauss,Reebok仓储俱乐部Sam’sClub,CostcoDiscountstoresLowmarginsareoffs