中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER15.docx

中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER15.docx

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中山大学吴柏林教授广告策划实务与案例绝密资料KOTLER15

Chapter15–ManagingRetailing,Wholesaling,andMarketLogistics

I.ChapterOverview/Objectives/Outline

A.Overview

Retailingandwholesalingconsistsofmanyorganizationsdesignedtobringgoodsandservicesfromthepointofproductiontothepointofuse.Retailingincludesalltheactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersfortheirpersonal,non-businessuse.Retailerscanbeclassifiedintermsofstoreretailers,non-storeretailing,andretailorganizations.

Storeretailersincludemanytypes,suchasspecialtystores,departmentstores,supermarkets,conveniencestores,superstores,combinationstores,hypermarkets,discountstores,warehousestores,andcatalogshowrooms.Thesestoreformshavehaddifferentlongevitiesandareatdifferentstagesoftheretaillifecycle.Dependingonthewheel-of-retailing,somewillgooutofexistencebecausetheycannotcompeteonaquality,service,orpricebasis.

Non-storeretailingisgrowingmorerapidlythanstoreretailing.Itincludesdirectselling（door-to-door,partyselling）,directmarketing,automaticvending,andbuyingservices.

Muchofretailingisinthehandsoflargeretailorganizationssuchascorporatechains,voluntarychainandretailercooperatives,consumercooperatives,franchiseorganizations,andmerchandisingconglomerates.Moreretailchainsarenowsponsoringdiversifiedretailinglinesandformsinsteadofstickingtooneformsuchasthedepartmentstore.

Retailers,likemanufacturers,mustpreparemarketingplansthatincludedecisionsontargetmarkets,productassortmentandservices,storeatmosphere,pricing,promotion,andplace.Retailersareshowingstrongsignsofimprovingtheirprofessionalmanagementandtheirproductivity,inthefaceofsuchtrendsasshorteningretaillifecycles,newretailforms,increasingintertypecompetition,polarityofretailing,newretailtechnologies,andmanyothers.

Wholesalingincludesalltheactivitiesinvolvedinsellinggoodsorservicestothosewhoarebuyingforthepurposeofresaleorforbusinessuse.Wholesalershelpmanufacturersdelivertheirproductsefficientlytothemanyretailersandindustrialusersacrossthenation.Wholesalersperformmanyfunctions,includingsellingandpromoting,buyingandassortment-building,bulk-breaking,warehousing,transporting,financing,riskbearing,supplyingmarketinformation,andprovidingmanagementservicesandcounseling.

Wholesalersfallintofourgroups.Merchantwholesalerstakepossessionofthegoodsandincludefull-servicewholesalers（wholesalemerchants,industrialdistributors）andlimited-servicewholesalers（cash-and-carrywholesalers,truckwholesalers,dropshippers,rackjobbers,producers’cooperatives,andmail-orderwholesalers）.Agentsandbrokersdonottakepossessionofthegoodsbutarepaidacommissionforfacilitatingbuyingandselling.Manufacturers’andretailers’branchesandofficesarewholesalingoperationsconductedbynonwholesalerstobypassthewholesalers.Miscellaneouswholesalersincludeagriculturalassemblers,petroleumbulkplantsandterminals,andauctioncompanies.

Wholesalersalsomustmakedecisionsontheirtargetmarket,productassortmentandservices,pricing,promotion,andplace.Wholesalerswhofailtocarryadequateassortmentsandinventoryandprovidesatisfactoryservicearelikelytobebypassedbymanufacturers.Progressivewholesalers,ontheotherhand,adaptmarketingconceptsandstreamlinetheircostsofdoingbusiness.

Themarketingconceptcallsforpayingincreasedattentiontomarketinglogistics,anareaofpotentiallyhighcostsavingsandimprovedcustomersatisfaction.Whenorderprocessors,warehouseplanners,inventorymanagers,andtransportationmanagersmakedecisions,theyaffecteachother’scostsanddemand-creationcapacity.Thephysical-distributionconceptcallsfortreatingallthesedecisionswithinaunifiedframework.Thetaskbecomesthatofdesigningphysical-distributionarrangementsthatminimizethetotalcostofprovidingadesiredlevelofcustomerservice.

B.LearningObjectives

∙Learnhowtoclassifyanddescriberetailersandwholesalers.

∙Understandthefundamentalretailingandwholesalingdecisions.

∙LearnRetailingtrends.

∙Understandtheimportanceofmarketinglogistics.

C.ChapterOutline

I.Introduction-Consideringthestrategiesofthemembersofthechannels,asviewedbythoseorganizations.

II.Retailing-Includesalltheactivitiesinvolvedinsellinggoodsandservicesdirectlytoconsumersfortheirpersonal,non-businessuse.

A.TypesofRetailers

1.LevelsofService（wheelofretailing）-self-service,self-selection,fullservice

a）Majorretailertypes）

b）Non-storeretailing

c）Directselling（multi-levelandnetwork）

d）Directmarketing

e）Automaticvending

f）Buyingservice

2.CorporateRetailing（Corporateretailing:

voluntarychains,retailercooperatives,franchises,andmerchandisingconglomerate

B.MarketingDecisions

1.Target-market-Untilthetargetmarketisdefined,theretailercannotmakeconsistentdecisionsonproductassortment,storedecor,advertisingmessage,andmedia,pricelevels,etc.Toomanyretailershavenotdefinedtheirtargetmarkets.

2.Product-assortmentandprocurement—breadthanddepth.Severaldifferentiationstrategiesareavailable.Growinguseofdirectproductprofitable（DPP）measurement.

3.Servicesandstoreatmosphere-Theservicesmix,pre-purchaseservices,post-purchaseservices,andancillaryservices—storedifferentiation.

4.PriceDecision-Keypositioningfactorrelatedtothetargetmarket,product/serviceassortmentmixandcompetition.

5.PromotionDecision-Varioustoolsusedtogeneratetrafficandsupportimagepositioning

6.PlaceDecision-Location,location,location-centralbusinessdistrict,regionalshoppingcenter,communityshoppingcenter,shoppingstrip,orwithinalargerstore

C.TrendsinRetailing-Newretailforms,growthofintertypecompetition,growthofgiantretailers,growinginvestmentintechnology,globalpresenceofmajorretailers,sellingandexperience,notjustgoods,competitionbetweenstore-basedandnon-store-basedretailing.

III.Wholesaling-Includesallactivitiesinvolvedinsellinggoodsorservicestothosewhobuyforresaleorbusinessuse.Theyprovidesellingandpromoting,buyingandassortmentbuilding,bulkbreaking,warehousing,transportation,financing,riskbearing,marketinformation,managementservices,andconsulting.

A.GrowthandTypesofWholesaling-Merchants,brokersandagents,manufacturers’andretailers’branchesandoffices,andmiscellaneous.

B.WholesalerMarketingDecisions

1.Target-market

2.Product-assortment-and-services-Thewholesaler’sproductistheirassortment.

3.Pricedecision

4.Promotiondecision

5.Placedecision

C.TrendsinWholesaling-Newlevelofadaptationinfaceofgrowthindirectbuying.Efforttoaddvalue,reductioninoperatingcosts,Internet.

IV.MarketLogistics-Theprocessofgettinggoodstocustomers,useofsupplychainmanagement,demandchainplanningandintegratedlogisticssystems.Involvesplanning,implementingandcontrollingthephysicalflowsofmaterialsandfinalgoodsfrompointsoforigintopointsofusetomeetcustomerrequirementsataprofit.

A.Market-LogisticsObjectives-Gettingtherightgoodstotherightplacesattherighttimefortheleastcost.

B.Market-LogisticsDecisions

1.OrderProcessing-goalistoshortenorder-to-remittancecycle

2.Warehousing-storageoffinishedgoods.Distributionwarehousesreceivegoodsfromvariouscompanyplantsandsuppliersandmovethemoutassoonaspossible.

3.Inventory-growinginterestin“justintime”productiontooffsetthecostsofcarryinginventory.

4.Transportation（5modes）-rail,air,trucks,waterways,andpipelines.Allhaveadvantagesanddisadvantages.

C.OrganizationalLessonsaboutMarketLogistics-Experiencewithmarketlogisticshastaughtexecutivesmanylessonsrethevalueofgoodlogistics.

V.Summary

II.Lectures:

D.“RetailingVersuse-Tailing”

Thefocusisonretailingstrategyinthemodernmarketingenvironment.Inaddition,thereisemphasisontheroleandvalueofunderstandingthehistoryandroleofretailinginthelargerschemeoftheoverallmarketingprocessandstrategy.Itisusefultoupdatetheexamplessothatstudentswillbeabletoidentifyreadilywiththisconceptbasedontheirgeneralknowledgeofthecompaniesandproductsinvolvedinthelecture/discussion.

TeachingObjectives

∙Tostimulatestudentstothinkabouttheimportantretailingissues.

∙Pointstoconsiderinanalyzingthechangesinretailpricingstrategy.

∙Achievingabalancedpositioninachangingretailenvironment,especiallyintermsoftheconsumer,thecompetitionandthetechnologydrivingthechanges.

Discussion

Introduction

Thekeychangesintheretailingfieldarearesultof,oraby-productof,thechangesinourpopulation,inwhereandhowpeoplelive,work,andbuy.Duringthenextdecadesthetrendswillcontinue,butmostchangeswillcomeviathetechnologicalrevolution（handlinginformation,communication,management,andinservingtheneedsofcustomers）.

Themajorretailersmustdevelopresponsestoinclude:

∙Revivetheshrinkingprofitsbyimprovementofmanandmachineinstoresystems.

∙Takeadvantageofthetrendtoservice-orientedsocietybyofferingnewandmoreprofitableservices（theboutiqueconcept,etc.）,andalsostoreimagemanagementandcreativity.

∙Departmentstoreswillhavetofaceuptotheincreaseincompetitionfromdiscounters,specialtystores,foodanddrugchains,anddirectmarketing（shufflingthemerchandisemix）.

Econom