Ch 16 Saluran-distribusi

8/19/2019 Ch 16 Saluran-distribusi

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Managing Retailing,

Wholesaling, and Logistics

Marketing Management, 13 th ed

16


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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16 2

Chapter Questions

! "hat #a$or types o% #ar&etinginter#ediaries occupy this sector'

!"hat #ar&eting decisions do these#ar&eting inter#ediaries #a&e'

! "hat are the #a$or trends (ith#ar&eting inter#ediaries'


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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16 )

ZARA Places Retail Stores inHigh-End, High Tra ic Areas


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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16 *

What is Retailing!

Retailing includes all the acti+itiesin+ol+ed in selling goods or ser+ices

directly to %inal consu#ers %or personal,nonbusiness use.


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Le(els o Retail Ser(ice

-el% ser+ice

-el% selection

i#ited ser+ice

ull ser+ice


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)igure #$%# Retail Positioning Map


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*onstore Retailing

irect

selling

4uying

ser+ice

5uto#atic

+ending

irect

#ar&eting


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Ta"le #$%+ Ma&or T'pes o CorporateRetail rgani ations

! Corporate chain store! oluntary chain

! 7etailer cooperati+e! Consu#er cooperati+e! ranchise organi8ation

! erchandising conglo#erate


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Corporate Retailing

http://www.supercuts.com/


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What is a )ranchising S'ste.!

5 ranchising s'ste. is a syste# o%indi+idual %ranchisees, a tightly &nit

group o% enterprises (hose syste#aticoperations are planned, directed, and

controlled by the operation:s %ranchisor.


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Characteristics o )ranchises

! ;he %ranchisor o(ns a trade or ser+ice#ar& and licenses it to %ranchisees inreturn %or royalty pay#ents

! ;he %ranchisee pays %or the right to bepart o% the syste#

! ;he %ranchisor pro+ides its %ranchisees(ith a syste# %or doing business


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Qui nos is a )ranchising S'ste.

http://www.quiznosfranchises.com/


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Changes in theRetail En(iron.ent

!


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Retailers0 Mar1eting 2ecisions

;arget #ar&et

Product assort#ent

Procure#ent

Prices

-er+ices


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Retailers0 Mar1eting 2ecisions3cont%4

-tore at#osphere

-tore acti+ities

Co##unications

ocations


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Retail Categor' Manage.ent

e%ine the category

igure out its role

-et goals

Choose the audience

I#ple#ent the plan

igure out tactics

5ssess per%or#ance


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2irect Product Pro ita"ilit'

http://www.traderjoes.com/


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Retailer Ser(ices Mi5

Prepurchase ser+ices

Postpurchase ser+ices

5ncillary ser+ices


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Store At.osphere

! "alls! ighting! -ignage

! Product place#ent! loors! -ur%ace space

! usic

;he ornarina %lagship store%eatures a(ard (inning retail

design.


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Tips or 6ncreasing Sales in Retail Space

! >eep shoppers in the store! Honor the transition 8one! on:t #a&e the# hunt! a&e #erchandise a+ailable to the

reach and touch!


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Location 2ecision

! Central businessdistricts

! 7egional shoppingcenters

! Co##unity shoppingcenters

! -hopping strips

! ocation (ithin a largerstore


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6ndicators o Sales E ecti(eness


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Pri(ate La"els


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Pri(ate La"el 7rands

! Pri+ate labels are ubi?uitous! Consu#ers accepts pri+ate labels! Pri+ate label buyers co#e %ro# all

socioecono#ic strata! Pri+ate labels are not a recessionary

pheno#enon

! Consu#er loyalty shi%ts %ro# #anu%acturersto retailers


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Wholesaling )unctions

! -elling andpro#oting

! 4uying andassort#ent building! 4ul& brea&ing! "arehousing

! ;ransportation! inancing

! 7is& bearing! ar&et in%or#ation! anage#ent

ser+ices andcounseling


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Ma&or Wholesaler T'pes

erchant

ull ser+ice

i#ited ser+ice

4ro&ers and agents

anu%acturers

-peciali8ed


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Mar1et Logistics Planning

! eciding on the co#pany:s +alueproposition to its custo#ers

! eciding on the best channel designand net(or& strategy

! e+eloping operational eAcellence

! I#ple#enting the solution


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What are6ntegrated Logistics S'ste.s!

5n integrated logistics s'ste. BI -includes #aterials #anage#ent, #aterial

%lo( syste#s, and physical distribution,aided by in%or#ation technology.


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Mar1et Logistics

! -ales %orecasting! istribution

scheduling

! Production plans! inished goods

in+entory decisions

! Pac&aging

! In plant(arehousing

! -hipping roo#

processing! /utbound

transportation

! ield (arehousing! Custo#er deli+eryand ser+icing


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Mar1et Logistics 2ecisions

! Ho( should ordersbe handled'

! "here should stoc&be located'

! Ho( #uch stoc&should be held'

! Ho( should goodsbe shipped'


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Mar1eting 2e"ate

-hould national brand #anu%acturersalso supply pri+ate label brands'

;a&e a positionD1. anu%acturers should %eel %ree to sellpri+ate labels as a source o% re+enue.

or

2.


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C i ht © 2009 P Ed ti I P bli hi P ti H ll 16 )

Mar1eting 2iscussion

;hin& o% your %a+orite stores."hat do they do that encouragesyour loyalty'"hat do you li&e about the in store

eAperience'

Documents

Ch 16 Saluran-distribusi