市場營銷學英文版版教學課件第11章

1、Marketing: An IntroductionThirteenth EditionChapter 11Retailing and WholesalingMarketing: An IntroductionThirLearning Objectives (1 of 2)11-1. Explain the role of retailers in the distribution channel and describe the major types of retailers.11-2. Describe the major retailer marketing decisions.11-

2、3. Discuss the major trends and developments in retailing.11-4. Explain the major types of wholesalers and their marketing decisions.Learning Objectives (1 of 2)11First Stop: Walmart The Worlds Largest Retailer-the Worlds Largest Company“Save money. Live better.” Says Walmarts CEO, “Were obsessed wi

3、th delivering value to customers.”First Stop: Walmart The WorldLearning Objective 11-1Explain the role of retailers in the distribution channel and describe the major types of retailers.Learning Objective 11-1ExplainRetailing (1 of 2)Activities involved in selling goods or services directly to consu

4、mers for their personal useRetailer: Business whose sales come primarily from retailingRetailing (1 of 2)Activities iRetailing (2 of 2)Shopper marketing: Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale Omni-channel retailing: Creating a se

5、am-less cross-channel buying experience that integrates in-store, online, and mobile shoppingRetailing (2 of 2)Shopper markTypes of RetailersRetailer classification can be based onAmount of service offeredBreadth and depth of the product linesRelative prices chargedWay they are organizedTypes of Ret

6、ailersRetailer claAmount of ServiceSelf-service retailersServe customers who are willing to perform their own locate-compare-select process Limited-service retailersCarry more shopping goods about which customers need informationProvide more sales assistanceFull-service retailersCarry more specialty

7、 goodsAssist customers in every phase of the shopping processAmount of ServiceSelf-serviceMajor Store Retailer Types (1 of 2)TypeType descriptionSpecialty storeCarries a narrow product line with a deep assortmentDepartment storeCarries several product lines Each line is operated as a separate depart

8、mentSupermarketLarge, low-cost, low-margin, high-volume, self-service operation Convenience storeCarries a limited line of high-turnover convenience products at slightly higher pricesDiscount storeSells goods at lower prices with lower margins and higher volumesOff-price retailerSells merchandise bo

9、ught at less-than-regular wholesale prices and sold at less than retailSuperstoreVery large store for routinely purchased itemsMajor Store Retailer Types (1 Major Store Retailer Types (2 of 2)Discounter Dollar General is the nations largest small-box discount retailer.Major Store Retailer Types (2 M

10、ajor Types of Retail OrganizationsTypeDescriptionCorporate chainTwo or more outlets that are commonly owned and controlledVoluntary chainWholesaler sponsored independent retailers engaged in group buying and merchandisingRetailer cooperativeGroup of independent retailers who jointly establish a cent

11、ral buying organization and conduct joint promotion effortsFranchise organizationContractual association between a franchisor and franchiseesMajor Types of Retail OrganizaLearning Objective 11-1 SummaryRetailing - selling goods or services directly to final consumers Shopper marketing - turning shop

12、pers into buyersOmni-channel retailing - integrates in-store, online, and mobile shoppingRetailers classified by amount of service, product line sold, and relative prices Corporate and contractual retail organizationsLearning Objective 11-1 SummarLearning Objective 11-2Describe the major retailer ma

13、rketing decisions.Learning Objective 11-2DescribFigure 11.1 - Retailer Marketing StrategiesFigure 11.1 - Retailer MarketiSegmentation, Targeting, Differentiation, and Positioning Decisions (1 of 2)Target markets must be segmented and defined. Retailers then decide how to differentiate and position t

14、hemselves in those markets. Segmentation, Targeting, DiffeSegmentation, Targeting, Differentiation, and Positioning Decisions (2 of 2)Which Wich Superior Sandwiches succeeds by positioning itself strongly away from larger competitors.Segmentation, Targeting, DiffeProduct Assortment and Services Deci

15、sionRetailers must determine three product variables.Product assortmentServices mixStore atmosphereProduct Assortment and ServicePrice DecisionPrice policy must fit the retailersTarget market and positioningProduct and service assortmentCompetitionEconomic factorsRetailers practice eitherEveryday lo

16、w pricing (EDLP)High-low pricingPrice DecisionPrice policy musPromotion DecisionRetailers use various combinations of the five promotion tools:AdvertisingPersonal sellingSales promotionPublic relations (PR)Direct and social media marketingPromotion DecisionRetailers usPlace DecisionLocations should

17、be accessible to the target market in areas that are consistent with the retailers positioning.Shopping center: Group of retail businesses built on a site that is planned, developed, owned, and managed as a unitPlace DecisionLocations shouldTypes of Shopping CentersRegional Shopping Center Community

18、 Shopping CenterNeighborhood Shopping CenterPower CenterLifestyle CenterTypes of Shopping CentersRegioLearning Objective 11-2 SummaryMajor retailer marketing decisionsSegmentation and targetingStore differentiation and positioningRetail marketing mix decisionsProduct and services assortmentPrice, pr

19、omotion, and placeLearning Objective 11-2 SummarLearning Objective 11-3Discuss the major trends and developments in retailing.Learning Objective 11-3DiscussRetailing Trends and Developments (1 of 5)Tighter consumer spendingImpact of the Great Recession on consumersChanged spending patternsImpact of

20、the Great Recession on retailersCost-cutting, price promotions, bankruptcyNew value pitches in positioning New retail forms, shortening retail life cycles, and retail convergenceRetailing Trends and DevelopmeRetailing Trends and Developments (2 of 5)Rise of megaretailersOffer better merchandise sele

21、ctions, good service, and strong price savings to consumers Have shifted the balance of power between retailers and producersGrowth of direct, online, mobile, and social media retailingAvailability of a variety of nonstore alternativesRetailing Trends and DevelopmeRetailing Trends and Developments (

22、3 of 5)Showrooming is the now common practice of viewing products in stores but buying them online.Retailing Trends and DevelopmeRetailing Trends and Developments (4 of 5)Growing importance of retail technologyProduce better forecastsControl inventory costsInteract electronically with suppliersSend

23、information between stores Sell to customers within storesRetailing Trends and DevelopmeRetailing Trends and Developments (5 of 5)Green retailing Promoting more environmentally responsible productsLaunching programs to help customers be more responsibleWorking with channel partners to reduce their e

24、nvironmental impactGlobal expansion of major retailersEscaping saturated home marketsRetailing Trends and DevelopmeLearning Objective 11-3 SummaryMajor trends and developments in retailingNew economic realities thrift-minded consumersNew retail forms and retail convergenceRise of mega retailersGrowt

25、h of direct, online, mobile, and social media retailing and retail technologyGreen retailing and global expansion of major retailersLearning Objective 11-3 SummarLearning Objective 11-4Explain the major types of wholesalers and their marketing decisions.Learning Objective 11-4ExplainWholesaling (1 o

26、f 2)Involves all the activities in selling goods and services to those buying for resale or business useWholesaler: A firm engaged primarily in wholesaling activitiesWholesaling (1 of 2)Involves aWholesaling (2 of 2)Many of the nations largest and most important wholesalers like Graingerare largely

27、unknown to final consumers.Wholesaling (2 of 2)Many of thChannel Functions Performed by WholesalersSelling and PromotingBuying and Assortment BuildingBulk BreakingWarehousingTransportationFinancingRisk BearingMarket InformationManagement Services and AdviceChannel Functions Performed byTypes of Whol

28、esalers (1 of 2)TypeDescriptionMerchant wholesalersIndependently owned wholesale businesses that take title to all merchandise handledFull-service wholesalersLimited-service wholesalersBrokersDo not take title to goodsFacilitate buying and sellingEarn a commission based on selling priceTypes of Whol

29、esalers (1 of 2)TTypes of Wholesalers (2 of 2)TypeDescriptionAgentsRepresent buyers or sellers on a relatively permanent basisPerform only a few functionsDo not take title to goodsManufacturers and retailers branches and officesWholesaling by sellers or buyers themselves rather than through independ

30、ent wholesalersTypes of Wholesalers (2 of 2)TTypes of Full-Service WholesalersWholesale merchantsSell primarily to retailersProvide a full range of servicesTypesGeneral merchandise wholesalersGeneral line wholesalersSpecialty wholesalersIndustrial distributorsSell to manufacturers Carry stockOffer c

31、reditProvide delivery May carry a broad range of merchandise, a general line, or a specialty lineTypes of Full-Service WholesalTypes of Limited-Service WholesalersTypesDescriptionCash-and-carry wholesalersCarry a limited line of fast-moving goods Sell to small retailers for cashTruck wholesalersPerf

32、orm primarily a selling and delivery functionDrop shippersDo not carry inventory or handle the productRack jobbersPrice the goodsKeep goods freshSet up point-of-purchase displaysKeep inventory recordsProducers cooperativesFarmer-owned membersAssemble farm produce for sale in local marketsMail-order

33、or Web wholesalersSend catalogs to or maintain Web sites for retail, industrial, and institutional customersTypes of Limited-Service WholeTypes of AgentsManufacturers agents Represent two or more manufacturers of complementary lines Selling agentsHave contractual authority to sell a manufacturers en

34、tire output Purchasing agentsHave a long-term relationship with buyers and make purchases for themCommission merchantsTake physical possession of products and negotiate salesTypes of AgentsManufacturers Types of Manufacturers and Retailers Branches and OfficesSales branches and offices Set up by manufacturers to improve inventory control, selling, and promotionSales branches carry inventory. Sales offices do no