Bài giảng quan tri marketing 15

Bài giảng quan tri marketing Định nghĩa marketing vào thế kỷ 21 Làm Marketing phù hợp với môi trường kinh tế mới

To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 15©2003 Prentice Hall, Inc.Chapter 15Chapter 15Qu n tr bán l , bán s và ả ị ẻ ỉQu n tr bán l , bán s và ả ị ẻ ỉh u c n th tr ngậ ầ ị ườh u c n th tr ngậ ầ ị ườ To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 15©2003 Prentice Hall, Inc.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. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 15©2003 Prentice Hall, Inc.Bán lẻBán lẻCác 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 To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 15©2003 Prentice Hall, Inc.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 lớnCác kiểu nhà bán lẻ quan trọng To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 15©2003 Prentice Hall, Inc.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 To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 15©2003 Prentice Hall, Inc.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 To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 15©2003 Prentice Hall, Inc.Bán lẻBán lẻCorporate chain storeVoluntary chainRetailer cooperativeConsumer cooperative Franchise organizationMerchandising conglomerateCác loại tổ chức bán lẻ quan trọng To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 15©2003 Prentice Hall, Inc.RetailingRetailingRetailing BasicsTypes of retailersMarketing decisionsRetailing trendsTarget marketProduct assortment and placementServices mix and store atmospherePricePromotionPlace To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 15©2003 Prentice Hall, Inc.RetailingRetailingGeneral business districtRegional shopping centerCommunity shopping centerStrip mall (shopping strip)Location within a larger store or operationLocation Options for Retailers To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 15©2003 Prentice Hall, Inc.RetailingRetailingRetailing 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 [...]... Target market  Product assortment and placement  Types of wholesalers  Price  Marketing decisions  Place  Promotion  Wholesaling trends ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 15 Wholesaling Wholesaling  Wholesaling basics  Types of wholesalers  Marketing decisions  Wholesaling trends ©2003 Prentice Hall, Inc  Direct buying... Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 15 Market Logistics  Interrelated Aspects Associated with Market Logistics: – Physical distribution – Supply chain management (SCM) – Value network – Demand chain planning – Market logistics – Integrated logistics systems (ILS) ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 15 Market... Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 15 Wholesaling Wholesaling  Wholesaling basics  Growth and types of wholesalers  Marketing decisions  Wholesaling trends ©2003 Prentice Hall, Inc  Wholesalers vary in type and function  Wholesaling has been growing due to two key factors: – Many factories are located far from buyers – An increasing need to adapt product quantities,... for Marketing Management, 2nd Edition Slide 13 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 14 in Chapter 15. .. 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  Order processing  Warehousing – Storage, distribution, automated warehouses  Inventory – Determine reorder point, relevant cost comparison, optimal order quantity  Transportation... basics  Types of wholesalers  Marketing decisions  Wholesaling trends ©2003 Prentice Hall, Inc  Wholesaling excludes manufacturers, farmers, and retailers  Wholesalers differ from retailers in three key ways  Wholesalers handle many functions more efficiently than do manufacturers To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 15 Wholesaling Wholesaler Functions... is key  A total system basis should be considered  Designing a system that will minimize the cost of achieving objectives should be the outcome To accompany A Framework for Marketing Management, 2nd Edition Slide 18 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... Inventory – Determine reorder point, relevant cost comparison, optimal order quantity  Transportation – Containerization – Private vs contract carriers To accompany A Framework for Marketing Management, 2nd Edition Slide 20 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... 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 21 in Chapter 15 . accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 15 2003 Prentice Hall, Inc.Chapter 15Chapter 15Qu n tr bán l , bán s . hàng lớnCác kiểu nhà bán lẻ quan trọng To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 15 2003 Prentice Hall, Inc.Bán