Kotler Keller 16 - Universitas Lampung

Kotler Keller 16 - Universitas Lampung

16 Managing Retailing, Wholesaling, and Logistics Marketing Management, 13th ed What is Retailing? Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use. Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-2

Wheel of Retailing Mid Price Mid Status Mid Margin Low Price Low Status Low Margin Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall High Price High Status High Margin

16-3 Table 16.1 Major Retailer Types Specialty store Department store Supermarket Convenience store

Discount store Off-price retailer Superstore Catalog showroom Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-4 Figure 16.1 Retail Positioning Map Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

16-5 Changes in the Retail Environment New retail forms and combinations Growth of intertype competition 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 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

16-6 Retailers Marketing Decisions Target market Product assortment Procurement Prices Services Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-7 Retailers Marketing Decisions (cont.)

Store atmosphere Store activities Communications Locations Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-8 Store Atmosphere

Walls Lighting Signage Product placement Floors Surface space Music The Fornarina flagship store features award-winning retail design. Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

16-9 Private Labels Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-10 Wholesaling Functions Selling and promoting Buying and assortment building Bulk breaking

Warehousing Transportation Financing Risk bearing Market information Management services and counseling

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-11 Transportation Factors Speed

Frequency Dependability Capability Availability Traceability Cost Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 16-12

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