CH18E 中山大学吴柏林教授Kotler营销管理第11版绝密资料.docx
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CH18E 中山大学吴柏林教授Kotler营销管理第11版绝密资料.docx
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CH18E中山大学吴柏林教授Kotler营销管理第11版绝密资料
Chapter18—ManagingRetailing,Wholesaling,andMarketLogistics
Overview
Retailingandwholesalingconsistsofmanyorganizationsdesignedtobringgoodsandservicesfromthepointofproductiontothepointofuse.Retailingincludesalltheactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersfortheirpersonal,nonbusinessuse.Retailerscanbeclassifiedintermsofstoreretailers,nonstoreretailing,andretailorganizations.
Storeretailersincludemanytypes,suchasspecialtystores,departmentstores,supermarkets,conveniencestores,superstores,combinationstores,hypermarkets,discountstores,warehousestores,andcatalogshowrooms.Thesestoreformshavehaddifferentlongevitiesandareatdifferentstagesoftheretaillifecycle.Dependingonthewheel-of-retailing,somewillgooutofexistencebecausetheycannotcompeteonaquality,service,orpricebasis.
Nonstoreretailingisgrowingmorerapidlythanstoreretailing.Itincludesdirectselling(door-to-door,partyselling),directmarketing,automaticvending,andbuyingservices.
Muchofretailingisinthehandsoflargeretailorganizationssuchascorporatechains,voluntarychainandretailercooperatives,consumercooperatives,franchiseorganizations,andmerchandisingconglomerates.Moreretailchainsarenowsponsoringdiversifiedretailinglinesandformsinsteadofstickingtooneformsuchasthedepartmentstore.
Retailers,likemanufacturers,mustpreparemarketingplansthatincludedecisionsontargetmarkets,productassortmentandservices,storeatmosphere,pricing,promotion,andplace.Retailersareshowingstrongsignsofimprovingtheirprofessionalmanagementandtheirproductivity,inthefaceofsuchtrendsasshorteningretaillifecycles,newretailforms,increasingintertypecompetition,polarityofretailing,newretailtechnologies,andmanyothers.
Wholesalingincludesalltheactivitiesinvolvedinsellinggoodsorservicestothosewhoarebuyingforthepurposeofresaleorforbusinessuse.Wholesalershelpmanufacturersdelivertheirproductsefficientlytothemanyretailersandindustrialusersacrossthenation.Wholesalersperformmanyfunctions,includingsellingandpromoting,buyingandassortment-building,bulk-breaking,warehousing,transporting,financing,riskbearing,supplyingmarketinformation,andprovidingmanagementservicesandcounseling.
Wholesalersfallintofourgroups.Merchantwholesalerstakepossessionofthegoodsandincludefull-servicewholesalers(wholesalemerchants,industrialdistributors)andlimited-servicewholesalers(cash-and-carrywholesalers,truckwholesalers,dropshippers,rackjobbers,producers’cooperatives,andmail-orderwholesalers).Agentsandbrokersdonottakepossessionofthegoodsbutarepaidacommissionforfacilitatingbuyingandselling.Manufacturers’andretailers’branchesandofficesarewholesalingoperationsconductedbynonwholesalerstobypassthewholesalers.Miscellaneouswholesalersincludeagriculturalassemblers,petroleumbulkplantsandterminals,andauctioncompanies.
Wholesalersalsomustmakedecisionsontheirtargetmarket,productassortmentandservices,pricing,promotion,andplace.Wholesalerswhofailtocarryadequateassortmentsandinventoryandprovidesatisfactoryservicearelikelytobebypassedbymanufacturers.Progressivewholesalers,ontheotherhand,adaptmarketingconceptsandstreamlinetheircostsofdoingbusiness.
Themarketingconceptcallsforpayingincreasedattentiontomarketinglogistics,anareaofpotentiallyhighcostsavingsandimprovedcustomersatisfaction.Whenorderprocessors,warehouseplanners,inventorymanagers,andtransportationmanagersmakedecisions,theyaffecteachother’scostsanddemand-creationcapacity.Thephysical-distributionconceptcallsfortreatingallthesedecisionswithinaunifiedframework.Thetaskbecomesthatofdesigningphysical-distributionarrangementsthatminimizethetotalcostofprovidingadesiredlevelofcustomerservice.
LearningObjectives
Afterreadingthechapterthestudentshouldunderstand:
∙Howretailersareclassifiedanddescribed
∙Whatarefundamentalretailingdecisions
∙Retailingtrends
∙Howwholesalersareclassifiedanddescribed
∙Thefundamentalwholesalingdecisions
∙Theimportanceofmarketinglogistics
ChapterOutline
I.Introduction—consideringthestrategiesofthemembersofthechannels,asviewedbythoseorganizations
II.Retailing—includesalltheactivitiesinvolvedinsellinggoodsandservicesdirectlytoconsumersfortheirpersonal,nonbusinessuse
A.Typesofretailers
1.Levelsofservice(wheelofretailing)—self-service,self-selection,fullservice
a)Majorretailertypes(seeTable)
b)Nonstoreretailing
c)Directselling(multi-levelandnetwork)
d)Directmarketing
e)Automaticvending
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