Copyright © 2009 Pearson Education, Inc.. Publishing as Prentice Hall 16-2 Chapter Questions • What major types of marketing intermediaries occupy this sector?. Copyright © 2009 Pearson
Trang 1Managing Retailing, Wholesaling, and Logistics
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Chapter Questions
• What major types of marketing intermediaries occupy this sector?
• What marketing decisions do these
marketing intermediaries make?
• What are the major trends with marketing
intermediaries?
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What is Retailing?
Retailing includes all the activities involved
in selling goods or services directly to final consumers for personal, nonbusiness use
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What is a Franchising System?
A franchising system is a system of
individual franchisees, a tightly knit group of enterprises whose systematic operations are planned, directed, and controlled by the
operation’s franchisor
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Changes in the Retail Environment
• New retail forms and combinations
• Growth of intertype competition
• Competition between store-based and
non-store-based retailing
• Growth of giant retailers
• Decline of middle market retailers
• Growing investment in technology
• Global profile of major retailers
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Retail Category Management
• Define the category
• Figure out its role
• Assess performance
• Set goals
• Choose the audience
• Figure out tactics
• Implement the plan
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Tips for Increasing Sales
in Retail Space
• Keep shoppers in the store
• Honor the transition zone
• Don’t make them hunt
• Make merchandise available to the reach and touch
• Note that men do not ask questions
• Remember women need space
• Make checkout easy
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Location Decision
• Central business districts
• Regional shopping centers
• Community shopping centers
• Shopping strips
• Location within a larger store
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Indicators of Sales Effectiveness
• Number of people passing by
• Percent who enter store
• Percent who buy
• Average amount spent per sale
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Private Label Brands
• Private labels are ubiquitous
• Consumer accepts private labels
• Private-label buyers come from all
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Market Logistics Planning
• Deciding on the company’s value proposition
to its customers
• Deciding on the best channel design and
network strategy
• Developing operational excellence
• Implementing the solution
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What are Integrated Logistics Systems?
An integrated logistics system (ILS)
includes materials management, material flow systems, and physical distribution, aided
by information technology
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• Shipping-room processing
• Outbound transportation
• Field warehousing
• Customer delivery and servicing
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Market Logistics Decisions
• How should orders be handled?
• Where should stock be located?
• How much stock should be held?
• How should goods be shipped?
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