营销管理ch17-零售与直销

营销管理ch17-零售与直销17RetailingandDirectMarketingObjectivesTounderstandthepurposeandfunctionofretailersinthemarketingchannelToidentifythemajortypesofretailersTounderstanddirectmarketingandtwootherformsofnonstoreretailingToexaminemajortypesoffranchisingandthebenefitsandweaknessesoffranchisingToexplorestrategicissuesinretailing3ChapterOutlineTheNatureofRetailingMajorTypesofRetailStoresDirectMarketingOtherTypesofNonstoreRetailingFranchisingStrategicIssuesinRetailing4TheNatureofRetailingRetailingTransactionsinwhichultimateconsumersarethebuyersRetailersOrganizationsthatpurchaseproductsforthepurposeofresellingthemtoultimateconsumersRetailersaddvalue—shoppingconvenience,services,andpurchasingassistancetocustomersRetailerscreateutility—time,place,possession,andformSuccessinretailingcomesfromhavingastrongcustomerfocuscoupledwithdesiredlevelsofservice,productquality,andinnovation.56MajorTypesofRetailStoresGeneral-MerchandiseRetailersAretailestablishmentthatoffersavarietyofproductlinesDepartmentstoresLargeretailorganizationscharacterizedbywideproductmixesandorganizedintoseparatedepartmentstofacilitatemarketingeffortsandinternalmanagementDiscountstoresSelf-service,generalmerchandisestoresofferingbrandnameandprivatebrandproductsatlowprices7MajorTypesofRetailStores(cont’d)General-MerchandiseRetailers(cont’d)SupermarketsLarge,self-servicestores

thatcarryacompleteline

offoodproducts,along

withsomenonfood

productsSuperstoresGiantretailoutletsthatcarryfoodandnonfoodproductsfoundinsupermarkets,aswellasmostroutinelypurchasedconsumerproducts8MajorTypesofRetailStores(cont’d)General-MerchandiseRetailers(cont’d)HypermarketsStoresthatcombinesupermarketanddiscountshoppinginonelocationWarehouseclubsLarge-scale,members-onlyestablishmentsthatcombinefeaturesofcash-and-carrywholesalingwithdiscountretailing9MajorTypesofRetailStores(cont’d)General-MerchandiseRetailers(cont’d)WarehouseshowroomsRetailfacilitiesinlarge,low-costbuildingswithlargeon-premiseinventoriesandminimalservicesCatalogshowroomsAformofwarehouseshowroomwhereconsumerscanshopfromacatalogandproductsarestoredoutofbuyers’reach10MajorTypesofRetailStores(cont’d)SpecialtyRetailersTraditionalspecialtyretailersAlsocalled“limited-line”and“single-line”retailersCarryanarrowproductmixwithdeepproductlines(e.g.,petsupplies)HavehighercostsandhighermarginsProvidemoreproductselection(first-linebrands),productexpertise,andhighlevelsofpersonalservice11MajorTypesofRetailStores(cont’d)SpecialtyRetailers(cont’d)Off-priceretailersBuymanufacturers’seconds,overruns,returns,andoff-seasonmerchandiseforresaletoconsumersatdeepdiscountsChargelessthandepartmentstoresforcomparablemerchandiseandofferfewcustomerservicesHaveestablishedlong-termrelationshipswithsuppliersforcontinuingsuppliesofreduced-pricegoodsCategorykillersConcentrateonamajorproductcategoryandcompeteonthebasisoflowpricesandproductavailability12DirectMarketingDirectMarketingTheuseoftelephoneandnonpersonalmediatointroduceproductstoconsumers,whothencanpurchasethemviamail,telephone,ortheInternetAtypeofnonstore

retailingNonstoreRetailingThesellingofproducts

outsidetheconfinesof

aretailfacility13DirectMarketing(cont’d)CatalogMarketingAtypeofmarketinginwhichanorganizationprovidesacatalogfromwhichcustomerscanmakeselectionsandplaceordersbymail,telephone,ortheInternetConsumeradvantagesareefficiencyandconvenienceMarketeradvantagesarelowerlocation,facility,selling,andoperatingcosts.Disadvantagesareinflexibilityandlimitedselectionandlocalserviceavailability.14DirectMarketing(cont’d)Direct-ResponseMarketingAtypeofmarketingthatoccurswhenaretaileradvertisesaproductandmakesitavailablethroughmailortelephoneordersTelemarketingTheperformanceof

marketing-related

activitiesbytelephone15DirectMarketing(cont’d)TelevisionHomeShoppingAformofsellinginwhichproductsarepresentedtotelevisionviewers,whocanbuythembycallinga

toll-freenumberandpaying

withacreditcardOnlineRetailingRetailingthatmakes

productsavailableto

buyersthroughcomputer

connections16OtherTypesofNonstoreRetailingDirectSellingThemarketingofproductstoultimateconsumersthroughface-to-facesalespresentationsathomeorintheworkplacePartyplans:hostinggroupstoviewaproductdemonstrationandencouragingparticipantstopurchasetheproductsBenefitsPersonalattentiontocustomerConvenienceoftimeandplaceofpresentationLimitationsHighcostsmakeitthemostexpensiveformofsellingNegativeconsumerviewofdirectselling17OtherTypesofNonstoreRetailing(cont’d)AutomaticVendingTheuseofmachinestodispenseproductsCanincludeitemssuchascandy,chewinggum,softdrinks,cigarettes,newspapers,andcoffeeAdvantages:smallamountof

spaceneededandnosales

personnelDisadvantages:highcostsof

equipmentandfrequentservicing18FranchisingFranchisingAnarrangementinwhichasupplier(franchiser)grantsadealer(franchisee)therighttosellproductsinexchangeforsometypeofconsiderationFranchiserfurnishesequipment,

buildings,managementknow-how,

andmarketingassistance.Franchiseesupplieslaborand

capitalandoperatesthebusiness

bytheprovisionsofthefranchise

agreement.192021MajorTypesofRetailFranchisesManufacturerAuthorizationProductproducerlicensesretailerstosellitsbrandnameproduct(s)DistributorAuthorizationProductproducerlicensesdistributorstosellitsbrandnameproducttoretailersProducerAuthorizationFranchisersuppliesbrandnames,productiontechniques,orotherservicestofranchiseewhilemaintainingdevelopmentandcontrolofmarketingstrategies22Franchising(cont’d)AdvantagesEnablesstartupwithlimitedcapitalProvidesdevelopedandprovenbusinesstofranchiseeAttractscustomerswithestablishedbrandnameAllowsimmediatemarketentryMotivatesfranchiseetosucceedDisadvantagesControloveraspectsofthebusinessanditsoperationsbyfranchiserExpenseofcontinuingfranchiseroyaltiesandadvertisingfeesLackofcontroloffranchiseesbyfranchisor23StrategicIssuesinRetailingRetailStoreLocationFactorsaffectinglocationIntendedtargetmarketKindsofproductsSuitabilitysiteforcustomer

accessCharacteristicsofexisting

retailoperationsTypesofLocationsFree-standingstructuresTraditionalbusinessdistricts24StrategicIssuesinRetailing(cont’d)TraditionalShoppingCentersNeighborhoodshoppingcentersUsuallyconsistofseveralsmallconvenienceandspecialtystores.CommunityshoppingcentersIncludeoneormoredepartmentstores(anchors),somespecialtystores,andconveniencestores.RegionalshoppingcentersHavethelargestdepartmentstores,thewidestproductmix,andthedeepestproductlinesofallshoppingcenters.25StrategicIssuesinRetailing(cont’d)NontraditionalShoppingCentersFactoryoutletmallsFeaturediscountandfactoryoutletstorescarryingtraditionalbrandnameproductsMiniwarehousemallLooselyplanned;leasespacetoretailersrunningretailstoresoutofwarehousebaysNonanchoredmallsDonothavetraditionaldepartmentstoreanchors;combineoff-priceandcategorykillerstoresina“powercenter”format26StrategicIssuesinRetailing(cont’d)RetailPositioningIdentifyinganunservedorunderservedmarketsegmentandservingitthroughastrategythatdistinguishestheretailerfromothersinthemindsofconsumersinthatsegmentStoreImageAtmosphericsThephysicalelementsinastore’sdesignthatappealtoconsumers’emotionsandencouragebuyingInteriorlayout,colors,furnishings,andlightingExteriorstorefrontandentrancedesign,displaywindows,andtrafficcongestion27StrategicIssuesinRetailing(cont’d)ScrambledMerchandisingTheadditionofunrelatedproductsandproductlinestoanexistingproductmix,particularlyfast-movingitemsthatcanbesoldinvolumeIntentofscrambled

merchandisingConvertstore