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1、第十三章 零售与批发 尽管许多零售店是独立所有、自主经营的，但是越来越多的零售店在某种公司制或者契约组织形式下使用共同的品牌。批发商也经历了近来的环境变迁，其中大多来自于日渐增加的竞争压力。他们面对着新的竞争来源、要求更高的顾客和越来越多地用于产业、机构和零售购买者的直接购买计划。1、解释在分销渠道中零售商和批发商的作用零售和批发由许多将产品和服务从生产带到使用的组织组成。零售包括与直接向最终消费者销售产品或服务以满足其个人的非商业目的有关的所有活动。批发包括涉及将产品和服务出售给把这些商品或服务再次出售或者用于商业用途的对象的全部活动。批发商行使很多职能，包括销售和促销、购买和产品类别管理、
2、化整为零、仓储、运输、融资、承担风险、提供市场信息、并且提供管理服务和建议。 2、描述主要的零售商类型并分别举出例子零售商可以分为店铺零售和无店铺零售商，无店铺零售业的发展速度却大大超过店铺零售业。店铺零售业可以根据下列一些标准进一步细分。现在，很多零售商通过公司或协议的零售组织形式集结在同一品牌下。3、识别主要的批发商类型并分别举出例子批发商分为三个群体：独立批发商对商品拥有所有权、经纪人和代理商对商品不拥有所有权、制造商的销售分支和办公室。 4、阐释零售商和批发商面对的营销决策每个零售商都必须对其目标市场、产品类别和服务、价格、促销、分销进行决策。零售商需要精心选择目标市场并对自己进行强有
3、力的定位。有远见的批发商正根据目标客户的需要调整其服务，并努力寻求经营中降低成本的方法，许多大型批发商现在也正走向全球。关键概念和原则零售包括与直接向最终消费者销售产品或服务以满足其个人的非商业目的的相关的所有活动。零售商可以提供三种服务水平中的一种：自助服务、有限服务和全面服务。零售商也可以根据其产品组合的长度和宽度进行分类。专卖店、百货店、超级市场、便利店、超级商店。零售商业可以根据其要价来分类。大多数零售商以通常的价格提供一般质量的商品和顾客服务，还有一些以更高的价格提供更高质量的商品。以低价格为特征的零售商看折扣店、低价零售商和目录展厅。低价零售商有三种主要类型：独立低价零售商、厂家门
4、市部和仓储俱乐部。主要的零售组织类型有公司制连锁、自愿连锁和零售商合作社、特许经营组织，以及商业集团。零售商面对的主要营销决策包括：目标市场和定位，产品种类和服务，价格，促销以及分销。太多的零售商未能清晰地界定目标市场并明确地定位。零售商的产品组合应当符合目标顾客的期望。零售商们注意将自己的店面变幻成一个剧院，把顾客带进一个不同寻常、令人兴奋的购物环境。零售商的价格政策是一个关键的定位因素，并且必须根据其目标市场、产品和服务组合以及竞争对手进行决策。零售商使用常规的促销工具-广告、人员推销、销售促进、公共关系和直销-来与每个消费者取得联系。许多零售商已经建立了自己的网站，向顾客提供信息和其他特
5、色服务，有时还在网上进行直销。一个零售商的店址对其吸引顾客的能力而言相当重要。多数商店现在聚集在一起以提高其顾客的带动力，并且为顾客提供驻足一次购物，一网打尽而归的便利。新的零售业态不断出现，以适应新的形势并满足消费者需要，而新零售业态的生命周期却越来越短。消费者现在有了更多选择，包括邮购、电视购物、电话购物和网上购物。如今的零售商越来越多地面对来自许多其他不同业态零售商的竞争。大型大宗商店和专卖超级商店的兴起、垂直营销体系和采购联盟的形成，以及零售业并购的浪潮已经创造了超强的巨型零售商的核心。零售技术作为竞争工具正变得日益重要。拥有独特设计和布局以及强势品牌定位的零售商们越来越多地拓展进入其
6、他国家。随着独居、在家工作或者住在彼此分隔的大片郊区的人数的增多，零售店已经出现了一股新的复古潮流，就是这些零售店同时为人们提供相聚的场所。批发商通常能够更好地执行下列渠道职能：销售和促销、采购和产品类别管理、化整为零、仓储、运输、融资、承担风险、市场信息、管理服务和建议。批发商主要分成三个类型：独立批发商、经纪人和代理商、以及制造商的销售分支和办公室。批发商近年来经历着不断增长的竞争压力。他们必须改进其对目标市场的定位，以及营销组合的战略决策-产品组合和服务、价格、促销、分销。地域扩张要求批发商学会如何在更加广阔而又互异的地区进行竞争。大零售商和大批发商之间的界限越来越模糊。批发商会继续增加
7、他们提供给零售商的服务，许多大批发商现在正走向全球。CHAPTER 13RETAILING AND WHOLESALINGSummaryRetailing and wholesaling consist of many organizations bringing goods and services from the point of production to the point of use. Retailing by definition includes all the activities involved in selling goods and services directl
8、y to final consumers for their personal, nonbusiness use. Retailers can be classified as store retailers and nonstore retailers. Store retailers can be further classified by the amount of service they provide, the product line sold, relative prices charged, and retail organization format (control of
9、 outlets). Nonstore retailers are described as being in direct marketing, catalogs, telephone, home TV shopping shows, home and office parties, door-to-door contact, automatic vending, online services and the Internet, and other direct retailing approaches.Retailing decisions involve the constant se
10、arch for new marketing strategies to attract and hold customers. Considerations are the target market and positioning decision, the product assortment and services decision, the price decision, the promotion decision, and the place decision. Retailers operate in a harsh and fast-changing environment
11、, which offers threats as well as opportunities. New retail forms continue to emerge to meet new situations and consumer needs, but the life cycle of new retail forms is getting shorter. In addition to the traditional forms of retailing, consumers now have an array of nontraditional alternatives to
12、choose. The last major trend that seems to be of interest to business strategists and marketers is the rise of huge mass merchandisers and specialty superstores. These forms will have a pronounced effect on the way retailing is conducted in the future.Wholesaling, unlike retailing, deals with the sa
13、le of goods and services that will be resold by and/or used by the business customer itself. One way to study and understand wholesaling is to examine the functions that are performed by the wholesalers. Wholesalers can be divided into numerous groups. Three primary types of wholesalers are merchant
14、 wholesalers, agents and brokers, and manufacturers sales branches. Each of these general types are explained and detailed. The chapter also explains how wholesalers use target market and positioning information and make marketing mix decisions in a rapidly changing domestic and global marketing env
15、ironment.Keywords and principleRetailing includes all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use.Retailing can be done in stores (store retailing) or out of a store (nonstore retailing). Retail stores come in all shapes and si
16、zes. They can be classified by the amount of service that they offer, the breadth and depth of their product lines, the relative prices that they charge, and the form of retail organization (control of outlets).Different products require different amounts of service and customer preferencesvary. Retailers can offer three
