(零售商与经销商)市场营销.课件.ppt

1、Copyright 2003 Prentice-Hall, Inc.18-1Copyright 2003 Prentice-Hall, Inc.18-2Successful “go-to-market” strategies require integrating retailers, wholesalers, and logistical organizations.Kotler on MarketingCopyright 2003 Prentice-Hall, Inc.18-3Chapter ObjectivesCopyright 2003 Prentice-Hall, Inc.18-4W

2、hat is RetailingCopyright 2003 Prentice-Hall, Inc.18-5RetailingCopyright 2003 Prentice-Hall, Inc.18-6Low PriceLow StatusLow MarginMid PriceMid StatusMid MarginHigh PriceHigh StatusHigh MarginWheel of RetailingCopyright 2003 Prentice-Hall, Inc.7这个理论认为，零售企业经营范围是不断从综合化向专这个理论认为，零售企业经营范围是不断从综合化向专业化再向综合化方

3、向循环发展的，每一次循环不是过去的重业化再向综合化方向循环发展的，每一次循环不是过去的重复，而是赋予新的内涵，从而出现了不同的零售组织。按这复，而是赋予新的内涵，从而出现了不同的零售组织。按这一理论，美国等西方国家零售业大致经历了五个时期：一理论，美国等西方国家零售业大致经历了五个时期：、手风琴理论、手风琴理论五、零售业变革理论回顾五、零售业变革理论回顾Copyright 2003 Prentice-Hall, Inc.8这种理论认为，如同产品生命周期一样，零这种理论认为，如同产品生命周期一样，零售组织也有生命周期。随着时代的发展，每一个售组织也有生命周期。随着时代的发展，每一个零售组织都将经

4、历创新期、发展期、成熟期、衰零售组织都将经历创新期、发展期、成熟期、衰退期四个阶段。退期四个阶段。3 3、生命周期理论生命周期理论五、零售业变革理论回顾五、零售业变革理论回顾Copyright 2003 Prentice-Hall, Inc.Copyright 2003 Prentice-Hall, Inc.18-10retailing-Most department stores Salespeople assist customers in every aspect of shopping experience High-end department stores and specialt

5、y storesCopyright 2003 Prentice-Hall, Inc.18-11Classification Of Retailer TypesSpecialty StoresDepartment StoresSupermarketsConvenience StoresOff-Price RetailerSuperstoresCatalog ShowroomWide Variety of Product Lines i.e. Clothing, Home Furnishings, & Household ItemsWide Variety of Food, Laundry, &

6、Household ProductsLimited Line of High-Turnover Convenience GoodsInexpensive, Overruns, Irregulars, and Leftover GoodsLarge Assortment of Routinely Purchased Food & Nonfood Products, Plus ServicesBroad Selection, Fast Turnover, Discount PricesNarrow Product Line, Deep Assortment Store TypeLength and

7、 Breadth of Product AssortmentDiscount StoresBroad Product Line, Low Margin, High VolumeCopyright 2003 Prentice-Hall, Inc.18-12RetailingCopyright 2003 Prentice-Hall, Inc.18-13RetailingCopyright 2003 Prentice-Hall, Inc.18-14RetailingCopyright 2003 Prentice-Hall, Inc.18-15RetailingCopyright 2003 Prent

8、ice-Hall, Inc.18-16WholesalingCopyright 2003 Prentice-Hall, Inc.18-17Why are Wholesalers Used?WholesalerFunctionsManagementServices & AdviceSelling andPromotingMarketInformationBuying andAssortment BuildingRisk BearingBulk BreakingTransportingFinancingWarehousingCopyright 2003 Prentice-Hall, Inc.18-

9、18Major Wholesaler TypesMerchantFull-service Limited-serviceBrokers and agentsmanufacturers and retailers branches and offices SpecializedCopyright 2003 Prentice-Hall, Inc.18-19WholesalingCopyright 2003 Prentice-Hall, Inc.18-20Market LogisticsCopyright 2003 Prentice-Hall, Inc.18-21Market-Logistics O

10、bjectives Copyright 2003 Prentice-Hall, Inc.18-22Market Logistics DecisionsCopyright 2003 Prentice-Hall, Inc.18-23InventoryWhen to orderHow much to orderJust-in-timeCostsMinimize Costs ofAttaining LogisticsObjectives WarehousingStorageDistributionOrder ProcessingOrder-to-payment cycleLogisticsFuncti

11、onsTransportation Water, Truck, Rail, Pipeline & AirLogistics SystemsCopyright 2003 Prentice-Hall, Inc.18-24Figure 14.2: Determining Optimal Order QuantityCopyright 2003 Prentice-Hall, Inc.18-25RailNations largest carrier, cost-effective for shipping bulk products, piggybackTruckFlexible in routing

12、& time schedules, efficient for short-hauls of high value goodsWaterLow cost for shipping bulky, low-value goods, slowest formPipelineShip petroleum, natural gas, and chemicalsfrom sources to marketsAirHigh cost, ideal when speed is needed or to ship high-value, low-bulk itemsTransportation ModesCopyright 2003 Prentice-Hall, Inc.18-26Market LogisticsCopyright 2003 Prentice-Hall, Inc.18-27Market Logistics