1 16
Managing
Retailing,
Wholesaling,
and Logistics
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
intermediaries?
What does the future hold for private label
brands?
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Retailing
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Table 16.1 Major Retailer Types
Discount store
Specialty store
Department
Off-price retailer
store
Supermarket
Superstore
Convenience
Catalog showroom
store
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Levels of Retail Service
Self service
Self selection
Limited service
Full service
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Nonstore Retailing
Direct selling
Direct marketing
Automatic vending
Buying service
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Table 16.2 Major Types of Corporate
Retail Organizations
Corporate chain store
Voluntary chain
Retailer cooperative
Consumer cooperative
Franchise organization
Merchandising conglomerate
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Franchising System
The franchisor owns a trade or service mark
and licenses it to franchisees in return for
royalty payments
The franchisee pays for the right to be part of
the system
The franchisor provides its franchisees with a
system for doing business
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Changes in the
Retail Environment
New retail forms and combinations
Competition between store-based and non-
store-based retailing
Growth of giant retailers
Decline of middle market retailers
Growing investment in technology
Global profile of major retailers
Growth of shopper marketing
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Retailers’ Marketing Decisions
Target market
Store atmosphere
Product assortment
Store activities
Procurement
Store experiences
Prices
Communications
Services
Location
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Retailer Services Mix
Prepurchase services
Postpurchase services
Ancillary services
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Store Atmosphere
and Experiences
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Tips for Increasing Sales
in Retail Space
Keep shoppers in the store
Honor the transition zone
Don’t make them hunt
Make merchandise available to the reach
and touch
Note that men do not ask questions
Remember women need space
Make checkout easy
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Location Decision
Central business districts
Regional shopping centers
Community shopping centers
Shopping strips
Location within a larger store
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Private Label Brands
Private labels are ubiquitous
Consumer accepts private labels
Private-label buyers come from all
socioeconomic strata
Private labels are not a recessionary
phenomenon
Consumer loyalty shifts from manufacturers
to retailers
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Wholesaling Functions
Selling and
Transportation
promoting
Financing
Buying and
Risk bearing
assortment building
Market information
Bulk breaking
Management
Warehousing services and
counseling
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Major Wholesaler Types
Merchant
Full-service
Limited-service
Brokers and agents
Manufacturers
Specialized
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Supply Chain Management
Supply chain management starts before
physical distribution and means strategically
procuring the right inputs (raw materials,
components, and capital equipment);
converting them efficiently into finished
products; and dispatching them to the final
destinations.
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Market Logistics Planning
Deciding on the company’s value proposition
to its customers
Deciding on the best channel design and
network strategy
Developing operational excellence
Implementing the solution
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What are
Integrated Logistics Systems?
An integrated logistics system (ILS)
includes materials management, material
flow systems, and physical distribution,
aided by information technology.
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Market Logistics
In-plant
Sales forecasting
warehousing
Distribution scheduling
Shipping-room processing
Productiontransportation
Outbound plans
Finished-goods
Field warehousinginventory decisions
Packagingdelivery and servicing
Customer
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Market Logistics Decisions
How should orders be handled?
Where should stock be located?
How much stock should be held?
How should goods be shipped?
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Figure 16.1 Determining Optimal
Order Quantity
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Transportation Factors
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For Review
What major types of marketing intermediaries
occupy this sector?
What marketing decisions do these marketing
intermediaries make?
What are the major trends with marketing
intermediaries?
What does the future hold for private label
brands?
Copyright © 2012 Pearson Education 16-25