1、Chapter 14 ObjectivesIdentify types of organizations that comprise retailers, wholesalers, and logistical organizations.Describe marketing decisions that organizations in this sector make.List major trends in retailing.Discuss wholesaling and its effects.Describe market logistics.第1頁(yè)，共16頁(yè)。Retailers4

2、. Full-service3. Limited-service1. Self-service2. Self-selectionGet with a classmate and in five minutes, list as many specific examples of each of the following retailers as you can.LetsDiscuss第2頁(yè)，共16頁(yè)。More Retailers4. Buying service3. Vending1. Direct selling2. Direct marketingGet with a classmate

3、 and in five minutes, list as many specific examples of each of the following non-store retailers as you can.LetsDiscuss第3頁(yè)，共16頁(yè)。Types of RetailersSpecialty storesNarrow product line, deep assortmentDepartment stores Wide variety of product linesSupermarkets Variety of food, laundry, household produ

4、ctsConvenience storesLimited line of high-turnover convenience goods第4頁(yè)，共16頁(yè)。Types of RetailersDiscount stores Broad product line, low margin, high volumeOff-price retailerInexpensive, overruns, irregulars, leftovers SuperstoresLarge assortment of routinely purchased food and nonfood products, plus

5、services Catalog showroomBroad selection, fast turnover, discount prices第5頁(yè)，共16頁(yè)。Types of Retail OrganizationsCorporate chain storeMerchandising conglomerateConsumer cooperativeFranchiseVoluntary chainRetailer cooperative第6頁(yè)，共16頁(yè)。Marketing DecisionsPromotion decisionTarget marketPrice decisionProduc

6、t assortment and procurementServices and store atmospherePlace decision第7頁(yè)，共16頁(yè)。Assortment, Procurement, Services, and AtmosphereDefine product assortment.What is the difference between breadth and depth?What is direct product profitability? How is it used?What are three components of the services m

7、ix?How does atmosphere affect a retailer?QuickQuiz第8頁(yè)，共16頁(yè)。Place Decision5. Within larger stores2. Regional shopping centers1. General business district4. Strip mallRetailers can locate their stores in any number of locations:3. Community shopping center第9頁(yè)，共16頁(yè)。Trends in RetailingEmergence of new r

8、etail formsShorter life spansMore technologyIncreased competition between different types of retailersMove toward either mass merchandising or specialty retailers第10頁(yè)，共16頁(yè)。More Trends in RetailingEmergence of supercentersIncreased number of gathering places for people such as coffee housesProfession

9、al managementMultinational marketingInnovative technology such as scanners, electronic banking第11頁(yè)，共16頁(yè)。LetsDiscussFunctionsof WholesalingDescribe each of the following: Management services and advice Buying and assortment building Selling and promoting Market information Bulk breaking Risk bearing

10、Warehousing Transporting Financing第12頁(yè)，共16頁(yè)。Types of Wholesalers Merchant wholesalersFull-service wholesalersLimited service wholesalersBrokersAgentsManufacturers and retailers branches and officesMiscellaneous wholesalers第13頁(yè)，共16頁(yè)。Wholesaler Marketing Decisions5. Place decision2. Price decision1. T

11、arget market4. Promotion decisionExplain wholesaler marketing decisions that can be made using the following factors:3. Product assortment and servicesQuickQuiz第14頁(yè)，共16頁(yè)。Market LogisticsGetting goods to customers goes beyond physical distribution now.Supply chain management attempts to procure right components, convert them into finished product, and dispatch them to final consumer.Demand chain looks a