Bài giảng Marketing - Chương 15: Quản trị bán lẻ, bán sỉ và hậu cần thị trường

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Bài giảng chương 15 giúp người học 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. Mời các bạn cùng tham khảo.

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Nội dung Text: Bài giảng Marketing - Chương 15: Quản trị bán lẻ, bán sỉ và hậu cần thị trường

Chapter 15 Quản trị bán lẻ, bán sỉ và hậu cần thị trường ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 15
Mục 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, 2nd Edition Slide 2 in Chapter 15
Bán lẻ Các vấn đề về bán lẻ  Chu kỳ sống bán lẻ  Vòng quay bán lẻ  Các kiểu nhà bán lẻ  Các mức độ dịch  Các quyết định vụ marketing  Các chiến lược  Các xu hướng bán định vị bán lẻ lẻ  Bán lẻ không tồn kho  Tổ chức bán lẻ ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 15
Bán lẻ Các kiểu nhà bán lẻ quan trọng  Cửa hàng chuyên  Cửa hàng chiết dụng khấu  Cửa hàng bách  Cửa hàng tiện hóa dụng  Siêu thị  Nhà bán lẻ giá rẻ (Off-price)  Cửa hàng lớn ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 15
Bán 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, 2nd Edition Slide 5 in Chapter 15
Bán 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, 2nd Edition Slide 6 in Chapter 15
Bán lẻ Các loại tổ chức bán lẻ quan trọng  Corporate  Consumer chain store cooperative  Voluntary  Franchise chain organization  Retailer  Merchandising cooperative conglomerate ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 15
Retailing  Target market Retailing Basics  Product assortment and placement  Types of retailers  Services mix and  Marketing store atmosphere decisions  Price  Retailing trends  Promotion  Place ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 15
Retailing Location Options for Retailers  General business  Strip mall district (shopping strip)  Regional  Location within a shopping center larger store or  Community operation shopping center ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 15
Retailing  New retail forms Retailing Basics  Intertype competition  Growth of giant  Types of retailers retailers  Technology  Marketing  Global expansion decisions  Selling experiences  Retailing trends  Competition between store-based and non- store-based retailing ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 15
Wholesaling  Wholesaling excludes Wholesaling manufacturers, farmers, and retailers  Wholesaling basics  Wholesalers differ from  Types of retailers in three key ways wholesalers  Wholesalers handle  Marketing decisions many functions more efficiently than do  Wholesaling trends manufacturers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 15
Wholesaling Wholesaler Functions  Selling and  Warehousing promoting  Transportation  Buying and  Financing assortment building  Risk bearing  Bulk breaking  Market information ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 15
Wholesaling  Wholesalers vary in type Wholesaling and function  Wholesaling has been  Wholesaling basics growing due to two key  Growth and types factors: – Many factories are located of wholesalers far from buyers  Marketing decisions – An increasing need to adapt product quantities,  Wholesaling trends features, or packages to meet buyer needs ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 15
Wholesaling Major Wholesaler Types  Merchant  Brokers wholesalers  Agents  Full-service  Manufacturers’ and wholesalers retailers’ branches  Limited-service and offices wholesalers  Miscellaneous  Brokers & agents wholesalers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 15
Wholesaling Wholesaling  Target market  Product assortment  Wholesaling basics and placement  Types of  Price wholesalers  Promotion  Marketing decisions  Place  Wholesaling trends ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 15
Wholesaling  Direct buying trends Wholesaling initially threatened wholesalers  Wholesaling basics  Wholesalers have  Types of adapted by: wholesalers – Adding value – Reducing costs  Marketing decisions – Strengthening  Wholesaling trends relationships with manufacturers ©2003 Prentice Hall, Inc. To accompany A 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 Logistics  Logistics involve trade- Key Elements offs between costs and customer service  Market-logistics  Maximizing profits, not sales, is key objectives  A total system basis  Market-logistics should be considered decisions  Designing a system that will minimize the cost of  Market logistics achieving objectives lessons should be the outcome ©2003 Prentice Hall, Inc. 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 proposed system; FW = total fixed warehouse cost of proposed system; VW = total variable warehouse cost of 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 19 in Chapter 15
Market Logistics  Order processing Key Elements  Warehousing – Storage, distribution,  Market-logistics automated warehouses objectives  Inventory – Determine reorder point,  Market-logistics relevant cost comparison, optimal order quantity decisions  Transportation  Market logistics – Containerization lessons – Private vs. contract carriers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 15