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

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

1. 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 0 in Chapter 15
2. 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 1 in Chapter 15
3. 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 2 in Chapter 15
4. 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 3 in Chapter 15
5. 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 4 in Chapter 15
6. 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 5 in Chapter 15
7. 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 6 in Chapter 15
8. Retailing Retailing Basics . Target market . 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 7 in Chapter 15
9. 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 8 in Chapter 15
10. Retailing Retailing Basics . New retail forms . 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 9 in Chapter 15
11. Wholesaling Wholesaling . Wholesaling excludes manufacturers, farmers, and retailers . Wholesaling basics . Wholesalers differ from . Types of retailers in three key ways wholesalers . Wholesalers handle . Marketing decisions many functions more . Wholesaling trends efficiently than do manufacturers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 15
12. 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 11 in Chapter 15
13. Wholesaling Wholesaling . Wholesalers vary in type and function . Wholesaling has been . Wholesaling basics growing due to two key . Growth and types factors: of wholesalers – Many factories are located 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 12 in Chapter 15
14. 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 13 in Chapter 15
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 14 in Chapter 15
16. Wholesaling Wholesaling . Direct buying trends initially threatened wholesalers . Wholesaling basics . Wholesalers have . Types of adapted by: wholesalers – Adding value . Marketing decisions – Reducing costs – Strengthening . Wholesaling trends relationships with manufacturers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 15
17. 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 16 in Chapter 15
18. Market Logistics . Logistics involve trade- Key Elements offs between costs and customer service . Market-logistics . Maximizing profits, not objectives sales, is key . 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 17 in Chapter 15
19. 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 18 in Chapter 15
20. Market Logistics Key Elements . Order processing . Warehousing – Storage, distribution, . Market-logistics automated warehouses objectives . Inventory – Determine reorder point, . Market-logistics relevant cost comparison, decisions optimal order quantity . Transportation . Market logistics – Containerization lessons – Private vs. contract carriers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 15
21. Market Logistics Key Elements . A senior V.P. is needed as the single contact point for all logistical . Market-logistics elements objectives . Senior V.P. must maintain close control . Market-logistics decisions . Software and systems are essential for . Market logistics competitively superior lessons logistics performance ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 15