Upload
monica-mendoza
View
2.412
Download
9
Embed Size (px)
DESCRIPTION
Top 10 Concepts of Chapter 16 - Retailing, Wholesaling, Logistics in Kotler's book.
Citation preview
1
Managing Retailing, Wholesaling, & Logistics
Monica Denise S. MendozaAteneo Graduate School of Business
Top 10 Concepts
Outline: Retailing…
1. Is selling to consumers for personal use (What?)
2. Involves 4 Levels of Service3. Has 4 Positioning Strategies4. Marketing decisions should be made5. Should consider trends in planning
for strategies
Outline:Wholesaling…
6. Is selling for resale / business use (What?)
7. Involves 9 functions 8. Marketing decisions
should be made9. Can strengthen relationships
with Manufacturer
Outline:Logistics…
10. Decides best way to move goods (What?)
Concept 1:
Retailing is selling to consumers for personal use
Self-service Self-selection Limited service Full service
Concept 2:
Retailing has Four Levels of Service
Concept 3:
Retailing has Four Positioning Strategies
BroadBroad
NarrowNarrow
Bre
adth
of
Bre
adth
of
pro
du
ct li
ne
pro
du
ct li
ne
Value addedValue addedLowLowHighHigh
Target Market Product Assortment Procurement Services & Store
Atmosphere
Concept 4:
Retailing Marketing Decisions should be made…
Store Activities & Experiences
Price Communication Location
Concept 4:
Retailing Marketing Decisions should be made…
STRATEGY PLANNING New retail forms and combinations Growth of intertype competition Store-based and non-store-based
competition Growth of giant retailers
Concept 5:
Retailers should consider trends
STRATEGY PLANNING The traditional trade is alive and
well Growing investment in technology Global presence of major retailers Upgrading of Asian retailers
Concept 5:
Retailers should consider trends
Promotion, atmosphere, location
Concept 6:
Wholesaling is selling for resale or business use
Legal regulations are different
Larger transactions
Concept 7:
Wholesaling includes several functions…
Target Market Product Assortment Services Price Promotion Place
Concept 8:
Wholesaling Marketing Decisions should be made…
Seek clear agreement on expected marketing channel function
Gain insight into manufacturer’s requirements
Fulfill commitments by meeting volume targets
Identify & offer value-added services
Concept 9:
Wholesalers can strengthen manufacturer relationships
Concept 10:
Logistics decides best way to move goods
LogisticsFunction
s
Summary: Retailing…
1. Is selling to consumers for personal use (What?)
2. Involves 4 Levels of Service3. Has 4 Positioning Strategies4. Marketing decisions should be made5. Should consider trends in planning
for strategies
Summary:Wholesaling…
6. Is selling for resale / business use (What?)
7. Involves 9 functions 8. Marketing decisions
should be made9. Can strengthen relationships
with Manufacturers
Summary:Logistics…
10. Decides best way to move goods (What?)
My Conclusion: Managing Retailers, Wholesalers, & Logistics
Intermediaries also requiremarketing strategies
&must strive for marketing excellence
like any other companyor
suffer the consequences