Bài giảng quan tri marketing 15

Bài giảng quan tri marketing Định nghĩa marketing vào thế kỷ 21 Làm Marketing phù hợp với môi trường kinh tế mới

Chapter 15

Quản trị bán lẻ, bán sỉ và

hậu cần thị trường

 Các chiến lược định vị bán lẻ

 Bán lẻ không tồn kho

 Tổ chức bán lẻ

 Cửa hàng tiện dụng

 Nhà bán lẻ giá rẻ (Off-price)

 Cửa hàng lớn

Các kiểu nhà bán lẻ quan trọng

– Tự phục vụ, tự lựa chọn, dịch vụ hạn

chế và dịch vụ trọn gói

 Bán lẻ không qua cửa hàng tăng

trưởng nhanh hơn bán lẻ qua cửa

hàng

 Services mix and store atmosphere

 Price

 Promotion

 Place

 Location within a larger store or

operation

Location Options for Retailers

 Wholesalers differ from retailers in three key

ways

 Wholesalers handle many functions more efficiently than do

manufacturers

– Many factories are located

far from buyers

– An increasing need to

adapt product quantities, features, or packages to meet buyer needs

 Miscellaneous wholesalers

Major Wholesaler Types

 Price

 Promotion

 Place

 Wholesalers have adapted by:

– Adding value – Reducing costs – Strengthening relationships with manufacturers

trade- Maximizing profits, not sales, is key

 A total system basis should be considered

 Designing a system that will minimize the cost of achieving objectives

Market Logistics

M = T + FW + VW + S

Where

M = total market-logistics cost of proposed system;

T = total freight cost of proposed system;

FW = total fixed warehouse cost of proposed system;

VW = total variable warehouse cost of proposed system

S = total cost of lost sales due to average delivery delay

Calculating the Cost of Market-Logistics Systems

relevant cost comparison, optimal order quantity

 Transportation

 Senior V.P must maintain close control

 Software and systems are essential for

competitively superior logistics performance