Giáo án Marketing Management Chapter 16 Managing Retailing, Wholesaling, And Logistics What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermediaries?
Managing Retailing, Wholesaling, And Logistics Chapter 16 Chapter Questions • What major types of marketing intermediaries occupy this sector? • What marketing decisions these marketing intermediaries make? • What are the major trends with marketing intermediaries? Chapter outline Retailing Private labels Wholesaling Market logistics ZARA Places Retail Stores in High-End, High Traffic Areas Zara’s nimble retailing model enables it to bring new fashions from drawing board to selling floor in a matter of weeks and to sell most of its merchandise at full price Section RETAILING What is Retailing? Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use Table 16.1 Major Retailer Types • Specialty store – Athlete’s Foot, The limited, The body shop • Department store – JC Penney, Nordstrom, Bloomingdale’s • Supermarket – Tesco, Safeway • Convenience store – 7-Eleven, Centra • Discount store – Wal-mart, Kmart • Off-price retailer – Filene’s Basement, TJ Maxx, Costco • Superstore – Staples, Home Depot, Carrefour • Catalog showroom Level of retail service -The Wheel of retailing MATURE RETAILER • Top heaviness •Conservatism •Declining ROI Vulnerabilit y phase INNOVATION RETAILER • Low status •Low price •Minimal service •Poor facilities •Limited assortments Entry phase Trading-up phase TRADITIONAL RETAILER •Higher price •Expected, essential, and exotic service •Elaborate facilities •Higher-rent locations •Extended assortments Levels of Retail Service Self-service Self-selection Full service Limited service Figure 16.1 Retail Positioning Map Breath of Product line Broad Narrow High Value-added Low