批發(fā)、零售管理和市場物流(ppt)
Chapter 8 Managing Retailing, Wholesaling, and Market Logistics
Power Point by
Cheng- Chiang
(Johnnie) Chen
Kotler on Marketing
Successful “go-to-market” strategies require integrating retailers, wholesalers, and logistical organizations.
Chapter Objectives
In this chapter, we focus on the following questions about each marketing intermediary:
What major types of organizations occupy this sector?
What marketing decisions do organizations in this sector make?
What are the major trends in this sector?
行銷通路成員所扮演的功能
行銷通路成員所扮演的功能（續(xù)）
行銷通路成員所扮演的功能（續(xù)1）
各種通路流
各種通路流（續(xù)）
消費(fèi)市場的通路結(jié)構(gòu)
組織市場的通路結(jié)構(gòu)
服務(wù)市場的通路結(jié)構(gòu)
造成通路沖突的來源
目標(biāo)不一致
雙方的目標(biāo)相互沖突或利益牴觸。
權(quán)利義務(wù)不清楚
安排通路成員時，對于彼此的權(quán)利義務(wù)缺乏明確的規(guī)定。
錯誤的認(rèn)知與溝通
彼此對自己和他人的角色認(rèn)知不同，并且缺乏有效的溝通。
解決通路沖突的方法
讓通路成員參與決策
增加通路各階層間及同一階層間的互動
集中于共同目標(biāo)
透過仲裁與調(diào)停
拉力策略與推力策略
供應(yīng)鏈關(guān)系圖
垂直行銷系統(tǒng)的類型
六種主要運(yùn)輸模式的 比較
零售商的分類方式
零售商的主要型態(tài)
各種零售型態(tài)的特性
零售主要型態(tài)的相關(guān) 位置
無店鋪零售
自動販賣機(jī)
直銷
地?cái)?
直效行銷
直效行銷
零售商的零售組合
界定目標(biāo)市場
零售組合的選擇
零售組合的選擇
批發(fā)商的分類
Five Marketing Flows in the Marketing Channel for Forklift Trucks
Consumer and Industrial Marketing Channels
What Work is Performed by Marketing Channels?
Channel levels
Zero-level channel (aka direct-marketing channel)
One-level channel
Two-level channel
Three-level channel
Reverse-flow channel
Service Sector Channels
Information Highway Channels
Channel-Design Decisions
Push strategy
Pull strategy
Designing a channel system involves four steps:
Analyzing customer needs
Establishing channel objectives
Identifying major channel alternatives
Evaluating major channel alternatives

Channel-Design Decisions
Analyze Customers' Desired Service Output Levels
Lot size
Waiting time
Spatial convenience
Product variety
Service backup
Channel-Design Decisions
Establish Objectives and Constraints
Identify Major Channel Alternatives
Types of Intermediaries
Number of Intermediaries
Exclusive distribution
Exclusive dealing
Selective distribution
Intensive distribution





Channel-Design Decisions
Terms and Responsibilities of Channel Members
Price policy
Conditions of sale
Distributors’ territorial rights
Evaluate the Major Alternatives
Economic Criteria





The Value-Adds versus Costs of Different Channels
Channel Dynamics
Vertical Marketing Systems
Conventional marketing channel
Vertical marketing systems (VMS)
Corporate and Administered VMS
Corporate VMS
Administered VMS

Channel Dynamics
Contractual VMS
Wholesaler-sponsored voluntary chains
Retailer cooperatives
Franchise organizations
Manufacturer-sponsored retailer franchise
Manufacturer-sponsored wholesaler franchise
Service-firm-sponsored retailer franchise

Channel Dynamics
The New Competition in Retailing
Horizontal Marketing Systems
Multichannel Marketing Systems


Channel Dynamics
Managing Channel Conflict
Diplomacy
Mediation
Arbitration
Legal and Ethical Issues in Channel Distribution
Exclusive distribution
Exclusive dealing
Tying agreements



Retailing
Retailing
Types of Retailers
Retail life cycle
Major Retailer Types
Retailing
Levels of Service
Wheel-of-retailing
Four levels of service:
Self-service
Self-selection
Limited service
Full service
Retail Positioning Map
Retailing
Nonstore retailing
Categories of nonstore retailing
Direct selling
Direct marketing
Telemarketing
Television direct-response marketing
Electronic shopping
Automatic vending
Buying service
Corporate Retailing

Major Types of Retail Organizations
Retailing
Marketing Decisions
Target Market
Product Assortment and Procurement
Breadth
Depth
Retailing
Product-differentiation Strategy Possibilities
Feature exclusive national brands that are not available at competing retailers
Feature mostly private branded merchandise
Feature blockbuster distinctive merchandise events
Feature surprise or ever-changing merchandise
Feature the latest or newest merchandise first
Offer merchandise customizing services
Offer a highly targeted assortment

Retailing
Merchandise managers
Direct product profitability (DPP)
Services and Store Atmosphere
Prepurchase services include accepting telephone and mail orders, etc.
Postpurchase services include shipping and delivery, etc.
Ancillary services include general information, check cashing, parking, etc.
Price Decision
High-markup, lower volume
Low-markup, high volume
Retailing
Promotion Decision
Place Decision
General business districts
Regional shopping centers
Community centers
Strip malls (a.k.a. shopping strips)
A location within a larger store
Retailing
Trends in Retailing
New retail forms and combinations
Growth of intertype competition
Growth of giant retailers
Growing investment in technology
Global presence of major retailers
Selling an experience, not just goods
Competition between store-based and non-store-based retailing
Wholesaling
Wholesaling
Wholesalers’ functions:
Selling and promoting
Buying and assortment building
Bulk breaking
Warehousing
Transportation
Financing
Risk bearing
Market information
Management services and counseling
The Growth and Types of Wholesaling
Major Wholesaler Types
Wholesaling
Wholesaler Marketing Decisions
Target Market
Product Assortment and Services
Price Decision
Promotion Decision
Place Decision

Wholesaling
Trends in Wholesaling
Narus and Anderson identified four ways to strengthen relationships with manufacturers
Sought clear agreement about their expected function in the marketing channel
Gained insight into the manufacturers' requirements by visiting their plants
Fulfilled commitments by meeting volume targets
Identified and offered value-added services to help their suppliers
Market Logistics
Supply chain management (SCM)
Value network
Demand chain planning
Market logistics
Market logistics planning has four steps:
Deciding on the company's value proposition to its customers
Deciding on the best channel design and network strategy for reaching the customers
Developing operational excellence in sales forecasting, warehouse management, transportation management, and materials management
Implementing the solution with the best information systems, equipment, policies, and procedures
Integrated logistics systems (ILS)
Market Logistics
Market-logistics Objectives
Market-logistics Decisions
Order Processing
Order-to-payment cycle
Warehousing
Storage warehouses
Distribution warehouses
Automated warehouses
Market Logistics
Inventory
Inventory cost increases at an accelerating rate as the customer service level approaches 100%
Order (reorder) point
Order-processing costs
Inventory-carrying costs
Determining Optimal Order Quantity
Market Logistics
Just-In-Time production (JIT)
Transportation
Containerization
Piggyback
Fishyback
Trainship
Airtruck
Private carrier
Contract carrier
Common carrier
Market Logistics
Organizational Lessons
Companies should appoint a senior vice president of logistics to be the single point of contact for all logistical elements
The senior vice president of logistics should hold periodic meetings with sales and operations people to review inventory, etc.
New software and systems are the key to achieving competitively superior logistics performance in the future
批發(fā)、零售管理和市場物流(ppt)