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. Quản trịChapter bán lẻ, bán15 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