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    Phillip Kevin Lane: Kotler - Keller

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    MauliaFebrianti
    Manajemen pemasaran

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    Phillip Kevin Lane: Kotler - Keller

    Uploaded by

    MauliaFebrianti
    40 views23 pages
    Manajemen pemasaran

    Original Title

    kotler_mm14_ch16_Managing-Retailing-Wholesali

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    Manajemen pemasaran

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    40 views23 pages

    Phillip Kevin Lane: Kotler - Keller

    Uploaded by

    MauliaFebrianti
    Manajemen pemasaran

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 23

    Phillip Kevin Lane

    Kotler • Keller
    Marketing Management • 14e
    1 6
    e r
    pt
    a
    Ch

    Managing Retailing,
    Wholesaling, and Logistics
    Discussion Questions
    1. What major types of marketing
    intermediaries occupy this sector?
    2. What marketing decisions do these
    marketing intermediaries make?
    3. What are the major trends with
    marketing intermediaries?
    4. What does the future hold for private
    label brands?

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 23


    ed
    fi n
    De
    Retailing

    All the activities in selling goods or


    services directly to final consumers for
    personal, nonbusiness use.

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 23


    Types of Retailers
    Limited Service Self-Service

    Full Service

    Self-Selection
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 23
    Major Types of Store Retailers
    Specialty store The Limited, The Body Shop
    Department store JCPenney, Bloomingdales
    Supermarket Kroger, Safeway
    Convenience store 7-Eleven, Circle K
    Drug store CVS, Walgreens
    Discount store Wal-Mart, K-Mart
    Extreme value or hard-
    Aldi, Lidl, Family Dollar, Dollar General
    discount store
    Off-price retailer Factory outlets, TJ Ma23, Costco
    Superstore Staples, Jewel-Osco, Carrefour
    Catalog showroom Inside Edge Ski and Bike
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 23
    Nonstore Retailing
    Automatic Vending

    Direct Selling

    Direct Marketing Buying Service


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 23
    Corporate Retailing and Franchising
    Corporate Retailing Organizations

    • Corporate Chain store


    • Voluntary chain
    • Retailer cooperative
    • Consumer cooperative
    • Franchise organization
    • Merchandising conglomerate
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 23
    Franchising
    Franchisee Pays:
    Royalty Payments
    Start-up / Licensing Fee

    Franchisee Receives:
    Well-known brand name
    Developed system
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 23
    New Retail Environment
    Store / Non-store Competition

    Global Retailers

    New Retail Forms Giant Retailers


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 23
    Marketing Decisions
    Target Market

    Prices
    Channels

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 23


    Marketing Decisions
    Communications

    Atmosphere

    Product Assortment
    Location
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 23
    Private Labels

    Lower Costs:
    • Development
    • Advertising
    • Sales promotions
    • Distribution

    Higher Profit Margins


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 23
    Top 10 Private Label Categories – 2009
    (billions of dollars)

    Milk $8.1
    Bread & Baked Goods $4.2
    Cheese $3.5
    Medications $3.4
    Paper Products $2.6
    Eggs – Fresh $1.9
    Fresh Produce $1.5
    Packaged Meat $1.5
    Pet Food $1.5
    Unprepared Meat $1.4
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 23
    ed
    fi n
    De
    Wholesaling

    All the activities in selling goods and


    services to those who buy for resale or
    business use.

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 23


    Types of Wholesalers
    Merchant Take title to merchandise; Full-service and
    wholesalers limited-service jobbers and distributors
    Carry stock, maintain a sales force, offer credit,
    Full-service
    make deliveries, and provide management
    wholesalers
    assistance.
    Limited line of fast-moving goods. Truck
    Limited-service
    wholesalers, drop shippers, rack jobbers, mail-
    wholesalers
    order wholesalers
    Brokers and Facilitate buying and selling; earn 2% - 6%
    agents commission on selling price.
    Specialized Agricultural assemblers, petroleum bulk plants,
    wholesalers and actions companies.
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 23
    Wholesaler Functions
    Selling and Promoting

    Warehousing

    Bulk breaking
    Buying and assortment building
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 23
    Wholesaler Functions
    Market information

    Transportation

    Management Services

    Risk bearing
    Financing
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 23
    Market Logistics
    Supply Chain Management

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 23


    Market-Logistics Objectives
    Integrated Logistics Systems

    Transportation Modes

    Tradeoffs
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 23
    Market-Logistics Decisions
    Order Processing Warehouse Locations

    Inventory Levels Transportation Mode


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 23
    .1
    1 6
    re
    g u
    Fi
    Determining Optimal Order Quantity

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 23


    Organizational Lessons

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 23

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