Kotler16_mediamanaging Retailing Wholsaling and Logistics

8/8/2019 Kotler16_mediamanaging Retailing Wholsaling and Logistics

1/30


2/30


3/30


4/30


5/30


6/30


7/30


8/30


9/30


10/30


11/30


12/30


13/30

16-13

R etail Category M anage m ent

Define the category

Fig u re ou t its role

Set goals

Choose the a u dience

Im ple m ent the plan

Fig u re ou t tactics

A ssess perfor m ance


14/30

16-14

H ot T opic offers m erchandise first


15/30

16-15

Direct P rod u ct P rofitability


16/30

16-16

R etailer Services M ix

P rep u rchase services

P ostp u rchase services

A ncillary services


17/30

16-17

Location Decision

G eneral bu siness districtsR egional shopping

centers Commu nity shopping centers

Strip m alls Location w ithin a larger store


18/30

16-18

Indicators of Sales E ffectiveness

Num ber of people passing by

% w ho enter store

% of those w ho bu y

A verage a m ou nt spent per sale


19/30

16-19

T rends in R etailing

N e w retail for m s and co m binationsG row th of intertype co m petition

Com petition bet w een store-based and non-store-based retailingG row th of giant retailers

Decline of m iddle m arket retailersG row ing invest m ent in technologyG lobal presence of m ajor retailers


20/30

16-20

P rivate Labels


21/30

16-21

Wholesaling Fu nctions

Selling and pro m oting Bu ying and assort m ent bu ilding

Bu lk breaking Wareho u sing

T ransportation Financing

R isk bearingM arket infor m ationM anage m ent services and co u nseling


22/30

16-22

M ajor Wholesaler T ypes

M erchant

Fu ll-service

Lim ited-service

Brokers and agents

M an u fact u rers

Specialized


23/30

16-23

Wholesalers M arketing Decisions

Target m arket

Prod

uct

assort

ment

P rice

Pro

motion

P lace


24/30

16-24

M arket Logistics P lanning

Deciding on the co m panys val u e proposition to its cu sto m ers

Deciding on the best channel design and net w ork strategy

Developing operational excellenceIm ple m enting the sol u tion


25/30

16-25

M arket Logistics Decisions

H ow sho u ld orders be handled?

Where sho u ld stock be located?H ow mu ch stock sho u ld be held?

H ow sho u ld goods be shipped?


26/30

16-26

Fig u re 16.2 Deter m ining Opti m al Order Qu antity


27/30

16-27

T ransportation Factors

Speed Frequ ency

Dependability Capability A vailabilityT raceability

Cost


28/30

16-28

Containerization


29/30

16-29

M arketing Debate

Sho u ld national brand m an u fact u rersalso s u pply private label brands?

Take a position:1. M an u fact u rers sho u ld feel free to sell

private labels

as

a

so

urce

of

reven

ue.2. N ational m an u fact u rers sho u ld never get

involved w ith private labels.


30/30

16-30

M arketing Disc u ssion

T hink of you r favorite stores. Whatdo they do that enco u rages

you r loyalty? What do you like abo u t

the in-store experience?

Documents

Kotler16_mediamanaging Retailing Wholsaling and Logistics