Managing Retailing, Wholesaling, and Logistics.ppt

1、MARKETING MANAGEMENT12th edition,KotlerKeller,16 Managing Retailing, Wholesaling, and Logistics,16-2,Chapter Questions,What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermedia

2、ries?,16-3,Retailing,Includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use.,16-4,Table 16.1 Major Retailer Types,Specialty store Department store Supermarket Convenience store,Discount store Off-price retailer Superstore Catalog s

3、howroom,16-5,Levels of Retail Service,Self-service Self-selection Limited service Full service,16-6,Nonstore Retailing,Direct selling Direct marketing Automatic vending Buying service,16-7,Major Types of Corporate Retail Organizations,Corporate chain store Voluntary chain Retailer cooperative Consum

4、er cooperative Franchise organization Merchandising conglomerate,16-8,Retailers Marketing Decisions,Target market Product assortment Service/store atmosphere Price Communication Location,16-9,Retail Category Management,Define the category,Figure out its role,Set goals,Choose the audience,Implement t

5、he plan,Figure out tactics,Assess performance,16-10,Retailer Services Mix,Prepurchase services Postpurchase services Ancillary services,16-11,Location Decision,General business districts Regional shopping centers Community shopping centers Strip malls Location within a larger store,16-12,Indicators

6、of Sales Effectiveness,Number of people passing by location Percentage who enter store Percentage of those who enter who also buy Average amount spent per sale,16-13,Trends in Retailing,New retail forms and combinations Growth of intertype competition Competition between store-based and non-store-ba

7、sed retailing Growth of giant retailers Decline of middle market retailers Growing investment in technology Global presence of major retailers,16-14,Wholesaling Functions,Selling and promoting Buying and assortment building Bulk breaking Warehousing,Transportation Financing Risk bearing Market infor

8、mation Management services and counseling,16-15,Major Wholesaler Types,Merchant Full service Limited service,Brokers and agents Manufacturers Specialized,16-16,Wholesalers Marketing Decisions,Target market Product assortment Price Promotion Place,16-17,Market Logistics Planning,Deciding on the compa

9、nys value proposition to its customers Deciding on the best channel design and network strategy Developing operational excellence Implementing the solution,16-18,Market Logistics Decisions,How should orders be handled? Where should stock be located? How much stock should be held? How should goods be

10、 shipped?,16-19,Transportation Factors,Speed Frequency Dependability Capability Availability Traceability Cost,MARKETING MANAGEMENT12th edition,KotlerKeller,17 Designing and Managing Integrated Marketing Communications,16-21,Chapter Questions,What is the role of marketing communications? How do mark

11、eting communications work? What are the major steps in developing effective communications? What is the communications mix and how should it be set? What is an integrated marketing communications program?,16-22,Marketing Communications,The means by which firms attempt to inform, persuade, and remind

12、 consumers, directly or indirectly, about the products and brands they sell.,16-23,Table 17.1 Communication Platforms,Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes,Sales Promotion Contests, games, sweepst

13、akes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs,16-24,Table 17.1 Communication Platforms,Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities,Public Relations Press kits Speeches Seminars Annual

14、reports Charitable donations Publications Community relations Lobbying,16-25,Table 17.1 Communication Platforms,Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows,Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax ma

15、il E-mail Voice mail,16-26,Figure17.2 Elements in the Communications Process,Sender Message Receiver Response Feedback Noise,16-27,The Communications Process,Selective attention Selective distortion Selective retention,16-28,Figure 17.4 Steps in Developing Effective Communications,Identify target au

16、dience,Determine objectives,Design communications,Select channels,Establish budget,Decide on media mix,Manage IMC,16-29,Image,The set of beliefs, ideas, and impressions a person holds regarding an object.,16-30,Communications Objectives,Category need Brand awareness Brand attitude Purchase intention

17、,16-31,Designing the Communications,Message strategy Creative strategy Message source Personal communication channels Nonpersonal communication channels Integration,16-32,Creative Strategy,Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy,

18、16-33,The Importance of Taglines,16-34,Message Source,Celebrity Characteristics Expertise Trustworthiness Likeability,16-35,Personal Communications Channels,Advocate Channels Expert Channels Social Channels,16-36,Stimulating Personal Influence Channels,Identify influential individuals and devote ext

19、ra attention to them Create opinion leaders Use community influentials in testimonial advertising Develop advertising with high “conversation value” Develop WOM referral channels Establish an electronic forum Use viral marketing,16-37,Nonpersonal Communication Channels,Media Sales Promotion Events a

20、nd Experiences Public Relations,16-38,Establish the Budget,Affordable Percentage-of-Sales Competitive Parity Objective-and-Task,16-39,Objective-and-Task Method,Establish the market share goal. Determine the percentage that should be reached. Determine the percentage of aware prospects that should be

21、 persuaded to try the brand. Determine the number of advertising impressions per 1% trial rate. Determine the number of gross rating points that would have to be purchased. Determine the necessary advertising budget on the basis of the average cost of buying a GRP.,16-40,Characteristics of Communications,Adv