(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.18-4What is R

2、etailingCopyright 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向循环发展的，每一次循

3、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历创新期、发展期、成熟期

4、、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 specialty storesCopyri

5、ght 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,&Household ProductsLimi

6、ted 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 Breadth of Product AssortmentD

7、iscount 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 Prentice-Hall,Inc.18-16WholesalingCopyrigh

8、t 2003 Prentice-Hall,Inc.18-17Why are Wholesalers Used?WholesalerFunctionsManagementServices&AdviceSelling andPromotingMarketInformationBuying andAssortment BuildingRisk BearingBulk BreakingTransportingFinancingWarehousingCopyright 2003 Prentice-Hall,Inc.18-18Major Wholesaler TypesMerchantFull-servi

9、ce 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 Objectives Copyright 2003 Prentice-Hall,Inc.18

10、-22Market Logistics DecisionsCopyright 2003 Prentice-Hall,Inc.18-23InventoryWhen to orderHow much to orderJust-in-timeCostsMinimize Costs ofAttaining LogisticsObjectives WarehousingStorageDistributionOrder ProcessingOrder-to-payment cycleLogisticsFunctionsTransportation Water,Truck,Rail,Pipeline&Air

11、Logistics 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&time schedules,efficient for short-hauls of high value go

12、odsWaterLow 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