Monica Denise S. MendozaCh16 Managing Retailing, Wholesaling, and Logistics

Retailing…1. Is selling goods or services directly to final consumers for personal, non-business

use. Major retailer types are: Specialty store, Department store, Supermarket, Convenience store, Discount store, Off-price retailer, Superstore, and Catalog showroom.

2. Involves four levels of service: Self-service, self-selection, Limited service, and Full service.

3. Has four positioning strategies which were created by combining the different service levels with the assortment breadths.

4. Marketing decisions should be made on target market, product assortment, procurement, services and store atmosphere, store activities and experiences, price, communication, and location.

5. Should consider trends in planning for competitive strategies. These trends include:

a. New retail forms and combinationsb. Growth of intertype competitionc. Competition between store-based and non-store-based retailingd. Growth of giant retailerse. The traditional trade is alive and wellf. Growing investment in technologyg. Global presence of major retailersh. Upgrading of Asian retailers

Wholesaling…6. Is selling goods or services to those who buy for resale or business use.7. Involves 9 functions which are:

a. Selling and Promotingb. Buying and Assortment Buildingc. Bulk Breakingd. Warehousinge. Transportingf. Financingg. Risk Bearingh. Market Informationi. Management Services and Advice

8. Marketing decisions should be made on target market, product assortment and services, price, promotion, and place.

9. Can strengthen their relationships with manufacturers by:a. Seeking a clear agreement about their expected function in the marketing

channelb. Gaining insight into the manufacturers’ requirements by visiting their

plantsc. Fulfilling commitments by meeting volume targets

d. Identifying and offering value-added services to help their suppliers

Logistics…10. Decides on the best way to store and move goods and services to market

destinations, to coordinate the activities of suppliers, purchasing agents, manufacturers, marketers, channel members, and customers.

Conclusion:

- Intermediaries also require marketing strategies and must strive for marketing excellence like any other company or suffer the consequences.

Monica Denise S. Mendoza (December 1, 2009)