©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 15 Chapter 15Chapter 15 Quản trị bán lẻ, bán sỉ và Quản trị bán lẻ, bán sỉ và hậu cần thị trườnghậu cần thị trường ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 1 in Chapter 15 Mục tiêuMục tiêu Xác định các kiểu tổ chức trong lĩnh vực này. Tìm hiểu những quyết định marketing nào được thực hiện trong lĩnh vực này. Hiểu những xu hướng chính trong lĩnh vực này. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 2 in Chapter 15 Bán lẻBán lẻ Các vấn đề về bán lẻ Các kiểu nhà bán lẻ Các quyết định marketing Các xu hướng bán lẻ Chu kỳ sống bán lẻ Vòng quay bán lẻ Các mức độ dịch vụ Các chiến lược định vị bán lẻ Bán lẻ không tồn kho Tổ chức bán lẻ ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 3 in Chapter 15 Bán lẻBán lẻ Cửa hàng chuyên dụng Cửa hàng bách hóa Siêu thị Cửa hàng chiết khấu Cửa hàng tiện dụng Nhà bán lẻ giá rẻ (Off-price) Cửa hàng lớn Các kiểu nhà bán lẻ quan trọng ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 4 in Chapter 15 Bán lẻBán lẻ Các loại cửa hàng bán lẻ trải qua các giai đoạn của chu kỳ sống. Chu kỳ sống của bán lẻ mô tả những loại cửa hàng mới ra đời như thế nào. Các nhà bán lẻ có thể cung ứng một trong bốn mức dịch vụ sau: – Tự phục vụ, tự lựa chọn, dịch vụ hạn chế và dịch vụ trọn gói ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 5 in Chapter 15 Bán lẻBán lẻ Bốn chiến lược định vị bán lẻ bao gồm: – Bloomingdale’s – Tiffany – Sunglass Hut – Wal-Mart Bán lẻ không qua cửa hàng tăng trưởng nhanh hơn bán lẻ qua cửa hàng ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 6 in Chapter 15 Bán lẻBán lẻ Corporate chain store Voluntary chain Retailer cooperative Consumer cooperative Franchise organization Merchandising conglomerate Các loại tổ chức bán lẻ quan trọng ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 7 in Chapter 15 RetailingRetailing Retailing Basics Types of retailers Marketing decisions Retailing trends Target market Product assortment and placement Services mix and store atmosphere Price Promotion Place ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 8 in Chapter 15 RetailingRetailing General business district Regional shopping center Community shopping center Strip mall (shopping strip) Location within a larger store or operation Location Options for Retailers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 9 in Chapter 15 RetailingRetailing Retailing Basics Types of retailers Marketing decisions Retailing trends New retail forms Intertype competition Growth of giant retailers Technology Global expansion Selling experiences Competition between store-based and non- store-based retailing [...]... Marketing Management, 2nd Edition Slide 12 in Chapter 15 Wholesaling Major Wholesaler Types Merchant wholesalers Full-service wholesalers Limited-service wholesalers Brokers & agents ©2003 Prentice Hall, Inc Brokers Agents Manufacturers’ and retailers’ branches and offices Miscellaneous wholesalers To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 15 Wholesaling... chain planning – Market logistics – Integrated logistics systems (ILS) ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 15 Market Logistics Key Elements Market-logistics objectives Market-logistics decisions Market logistics lessons ©2003 Prentice Hall, Inc Logistics involve tradeoffs between costs and customer service Maximizing profits,... that will minimize the cost of achieving objectives should be the outcome To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 15 Market Logistics Calculating the Cost of Market-Logistics Systems M = T + FW + VW + S Where M = total market-logistics cost of proposed system; T = total freight cost of proposed system; FW = total fixed warehouse cost of proposed system; VW... proposed system S = total cost of lost sales due to average delivery delay ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 15 Market Logistics Key Elements Market-logistics objectives Market-logistics decisions Market logistics lessons ©2003 Prentice Hall, Inc Order processing Warehousing – Storage, distribution, automated warehouses Inventory... comparison, optimal order quantity Transportation – Containerization – Private vs contract carriers To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 15 Market Logistics Key Elements Market-logistics objectives Market-logistics decisions Market logistics lessons ©2003 Prentice Hall, Inc A senior V.P is needed as the single contact point for all logistical elements ... accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 15 Wholesaling Wholesaler Functions Selling and promoting Buying and assortment building Bulk breaking ©2003 Prentice Hall, Inc Warehousing Transportation Financing Risk bearing Market information To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 15 Wholesaling Wholesaling Wholesaling... Edition Slide 14 in Chapter 15 Wholesaling Wholesaling Wholesaling basics Types of wholesalers Marketing decisions Wholesaling trends ©2003 Prentice Hall, Inc Direct buying trends initially threatened wholesalers Wholesalers have adapted by: – Adding value – Reducing costs – Strengthening relationships with manufacturers To accompany A Framework for Marketing Management, 2nd Edition Slide. .. logistical elements Senior V.P must maintain close control Software and systems are essential for competitively superior logistics performance To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 15 . Marketing Management, 2 nd Edition Slide 0 in Chapter 15 Chapter 15Chapter 15 Quản trị bán lẻ, bán sỉ và Quản trị bán lẻ, bán sỉ và hậu cần thị trườnghậu cần thị trường ©2003 Prentice Hall, Inc Management, 2 nd Edition Slide 2 in Chapter 15 Bán l Bán lẻ Các vấn đề về bán lẻ Các kiểu nhà bán lẻ Các quyết định marketing Các xu hướng bán lẻ Chu kỳ sống bán lẻ Vòng quay bán lẻ Các mức. lược định vị bán lẻ Bán lẻ không tồn kho Tổ chức bán lẻ ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 3 in Chapter 15 Bán l Bán lẻ Cửa