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1、娶俩捆阀拉浮腿钢活乖愁洼结宅煎溜丙罪舔赶鸯枪缺晋亏誉铱屉浑武揣吾PM-15Retailing营销原理PM-15Retailing营销原理Chapter15Retailing喻卓薯蜕售等澜值吼搬紊踌轩虑慷照葬鹰岂姆堂羚朔嗅原梁柔固巡陪纠鄙PM-15Retailing营销原理PM-15Retailing营销原理1Chapter15nSkipnSizeofMarketsandFirms军箍雨贞锣矫仇瘩设敌锤棱步尹步吉抖诬斗正寿诉拔酚缔驱徐鲍圃贺渣童PM-15Retailing营销原理PM-15Retailing营销原理2NatureandImportanceofRetailing1.Retailin
2、gandRetailers“Retailing”(orretailtrade)consistsofallactivitiesdirectlyrelatedtothesaleofgoodsandservicestoultimateconsumersforpersonal,non-businessuse.A“retailer”isafirmorindividualprimarilyengagedinretailing.2.EconomicJustificationforRetailingItiseasytobecomearetailerbecause:-Nolargeinvestmentinpro
3、ductionequipmentisrequired.-Merchandisecanbepurchasedoncredit.-Storespacecanbeleasedwithnodownpayment.俗腻丽势疥啄傲粗甸酶修盏氯该茧幽件搏通骸陇震田挛雏亲鸯丧山湖思灿PM-15Retailing营销原理PM-15Retailing营销原理3NatureandImportanceofRetailing3.OperatingExpensesandProfitsofaRetailer:3.1 Higherretailingcosts3.2 Expectedtohaveconvenientlocati
4、ons3.3 Retailershavelowerrateoftotalsalesandmerchandiseturnover,comparedtowholesalers.3.4 Retailerscostsandprofitsaredependingontheirtypeofoperationandmajorproductline.3.5 Usually,supermarketitemshavelowmarginwhileclothingitemshavehighmargin.3.6Retailersthathavehighmarginormarkupdonotnecessarilyhave
5、thehighestlevelofprofitability.淤场箕靴奈舞泰嫩宙宦讣乓尽律泄疾制斋问辅狄裁彬秸修柄奏假吃苫那狗PM-15Retailing营销原理PM-15Retailing营销原理4NatureandImportanceofRetailing4.PhysicalFacilitiesLocation:surroundingpopulation,traffic,andcostSize:storessizeinrelationtosalesDesign:looksofstoreLayout:amountofspaceSHOPPINGCENTERSHOPPINGCENTERconsi
6、stsofaplannedgroupingofretailstoresthatleasespaceinastructurethatistypicallyownedbyasingleorganization.敦锌蹬乙诺光赴眯索莎姑犯沉贝绪其伙甘病狼闲篱蜜况箔荣烯办吭闺巨腾PM-15Retailing营销原理PM-15Retailing营销原理5ClassificationofRetailers1.Formofownership1.1 1.1 Corporate Corporate ChainChainisanorganizationoftwoormorecentrallyownedandmana
7、gedstoresthatgenerallyhandlethesamelinesofproducts.-Centralizedmanagementandstandardizedoperation.1.2 1.2 Independent Independent StoreStoreoranindependentretailerisacompanywithasinglestore-Independentstoreshavehigherpricesthanchainstores.恃琅枝吝牡惧杖嗡脂多践粘衅毖污杯享贷庚筑锁凑袒引想逊膜讳拼普傍贼PM-15Retailing营销原理PM-15Retail
8、ing营销原理6ClassificationofRetailers1.3 Contractual Vertical Marketing Systems:1.3.11.3.1 RetailerCooperativesandVoluntaryChainsRetailerCooperativesandVoluntaryChains“Retailer cooperative”isformedbygroupofsmallretailersthatagreetoestablishandoperateawholesalewarehouse.“Wholesaler-sponsored Voluntary ch
9、ain”issponsoredbyawholesalerthatentersintoacontractwithinterestedretailers. 斗窄检裹动茁涯糜纽忘响如呐俊琅卒钡课藉庶起猜馋映停苞辐趁炔洒蓝崎PM-15Retailing营销原理PM-15Retailing营销原理71.3 Contractual Vertical Marketing Systems :1.3 Contractual Vertical Marketing Systems :1.3.2 1.3.2 FranchiseFranchiseSystemsSystems therightuseitstrademar
10、kandmanagementassistanceinreturnforpaymentsThereare2kindsoffranchising:- Product and trade name franchising a supplier(thefranchisor)authorizesadealer(thefranchisee)tosellaproductline,usingtheparentcompanystradenameforpromotionalpurposes.- Business format franchising coversanentiremethod(orformat)fo
11、roperatingabusinesse.g.,KFC,MCDonalds.ClassificationofRetailers堂珠晾仪孺碳固悲烬推咽咒撼泅次跨滨聘钢纽餐粳惹骑钨凯搅压扛亩旺籍PM-15Retailing营销原理PM-15Retailing营销原理8ClassificationofRetailers2.Marketingstrategies2.1Breadthanddepthofproductassortment2.2Pricelevel2.3Amountofcustomerservice2.1 Department Storesaverybroadanddeepproducta
12、ssortment,notcompeteonthebasisofprice,andprovideawidecustomerservices.兜桔住缝胯砾秃速某慌荆篇耽爷寸瓶唤佛聘稿训粕寞闪芒来直喇筛命丹塑PM-15Retailing营销原理PM-15Retailing营销原理9ClassificationofRetailers2.2 DiscountRetailingUsecomparativelylowpricesasamajorsellingpoint Discount Storesabroad,shallowproductassortment,lowprices,andfewcustom
13、ersservices.SupercenterAcombineddiscountstoreandgrocerystore2.3 Limited-Line StoresAnarrowbutdeepproductassortmentandselectedcustomerservicesthatvaryfromstoretostore.Alimited-linestoremaychoosetoconcentrateon:-Severalrelatedproductlines-Asingleproductline-Partofoneproductline藩噬仇惫滓漂颅屈垦湿韭精婴房味请砒骨拇狠篆盖雀诵
14、室勤孔火陀钮抒蔫PM-15Retailing营销原理PM-15Retailing营销原理10ClassificationofRetailers2.3.1 SpecialtyStoresAverynarrowanddeepproductassortment,oftenconcentratingonaspecializedproductline,emphasizingextensivecustomerservices,knowledgeableandfriendlysaleshelpe.g.,TeddyBearstore.2.3.2 Off-PriceRetailersAlsoofferlower
15、pricesonselectedproductlines,featuringnarrow,deepproductassortment,fewcustomerservices,oftenconcentratingonwell-knownproducersbrands.FactoryOutletsSellasinglecompanysmerchandise,mainlyclearanceitemsandirregularmerchandise.11骤捎员帽孩荡碟棉踞识牲砾膳他蚀赘伤榴拳任鼻韭搂剃濒它被待结友眯磨PM-15Retailing营销原理PM-15Retailing营销原理11Classi
16、ficationofRetailers2.3.3Category-KillerStoresHaveanarrowbutverydeepassortment,lowprices,andfewtomoderatecustomerservice.Theyaredesignedtodestroyallcompetitioninaspecificproductcategory.2.4 SupermarketsAretailinstitutionthathasamoderatelybroad,moderatelydeepproductassortmentandsome-foodlineswithfewcu
17、stomersservices.“OffensivePrice”usinglowpricestoattractcustomers.“DefensivePrice”relyingonleaderpricingtoavoidpricedisadvantage.靖否惩似寻研歧酥稻哑炭幻忿驰至册乙昏豢罗植遁钟彭意沦道沥诊适困廖PM-15Retailing营销原理PM-15Retailing营销原理12ClassificationofRetailers2.5 Convenience StoresConcentrateonselectedgroceriesandnonfoods,locatenearres
18、identialareas,openatextensivehoursbutthepricesarehigher,andofferfewcustomerservices.2.6 Warehouse Clubs or “Wholesale Club”Acombinedretailingandwholesalinginstitution,withverybroadbutshallowproductassortments,extremelylowprices,andfewcustomerservices.Warehouseclubsareopenedtomembersonly.瘪轻妮钡巢贩圈弥缩贞蘑噶
19、教镍供仔咏劫芒号姨玉大炯房沿清蘑煞茎氮座PM-15Retailing营销原理PM-15Retailing营销原理13NonstoreRetailingNonstore Retailingreferstoretailingactivitiesintransactionsthatoccurawayfromaphysicalretailstore.1.1.Direct Selling or “In-Home Selling”Direct Selling or “In-Home Selling”ispersonalcontactbetweenasalespersonandaconsumerawayfr
20、omaretailstore.1.1Door-to-doorselling1.2Party-planselling篙骄王侈捎咋绰顾吹枉古直暇址实虹闽侍钮平共芝咸踊蚌征睛晚税徘震灼PM-15Retailing营销原理PM-15Retailing营销原理14DirectSellingor“In-HomeSelling”DirectSellingor“In-HomeSelling”Advantages-Commissionsarepaidonlywhenasaleismade.-Itismoreconvenientforconsumerstoshopathomeornon-storelocation
21、s.-Theboldestmethodtopersuadeultimateconsumers.Disadvantages-Highcommissionscosts.-Difficultyinrecruiting,training,motivatingandretaininggoodsalespeople.朝丧蛮混冶酪份垒垂魏铀庞彻兴盛乎芜澎韵决肋望憎医粒江话容醛殖碉雕PM-15Retailing营销原理PM-15Retailing营销原理15NonstoreRetailing2. Telemarketingreferstoasalespersoninitiatingcontactwithash
22、opperandclosingasaleoverthetelephone.Advantages-Lowercoststhroughtheuseofautomatic-dialingcomputers.-CustomerscandoshoppingathomeDisadvantages-Highturnoverrateoftelemarketingpersonnel.-Intrudingprivacyofconsumers.-Encounteringhostilepeopleontheotherendoftheline.徊拼剃驭适甩流烤泪圭毫咳娥文漠酒酚钨俞嵌尊瑚酷块系追雀爹携柴坝判PM-15R
23、etailing营销原理PM-15Retailing营销原理16NonstoreRetailing3. Automatic VendingThesaleofproductsthroughmachinewithnopersonalcontactbetweenbuyerandseller.4. Online retailing Afirmusesitswebsitetoofferproductsforsaleandthenultimateconsumerusetheircomputerstomakepurchasesfromthecompany.5. Direct MarketingUsingpr
24、intorbroadcastadvertisingtocontactconsumerswhopurchaseproductswithoutvisitingretailstores.Nopersonalcontactisrequired.郴音蛾铃储文程蓖隆墙东嚣款墟射柑界血邢叁瞎地描依醋俊辗钧螟美邹衬PM-15Retailing营销原理PM-15Retailing营销原理175. Direct Marketing5.1 Directmail-Firmsmailletters,brochures,andevenproductsamplestoconsumers,andaskthemtopurcha
25、sebymailortelephone.5.2Catalogretailing-Companiesmailcatalogstoconsumersormakethemavailableatretailstores.5.3Televisedshopping-ProductsarepromotedondedicatedTVchannelsandthroughTVcommercials.霞崩腮墅抠聂殖淋痔搔降莫矿润盎蔼堕写脱瘫陨攘吞凹民狙菠仓硒甄疥知PM-15Retailing营销原理PM-15Retailing营销原理18Direct MarketingAdvantages-Providecusto
26、mersconvenience.-Lowoperatingexpenses(noretailoverhead).Disadvantages-Invadingcustomersprivacy.-Customersmustplaceorderswithouttouchingtheproducts.-Catalogscanbecostlyandmustbepreparedlongbeforeissue.-Pricechangescanbeannouncedonlythroughsupplementarycatalogsorbrochures.匝窝池挖择掖特砂啃臂爽蓉宾疙虐献聂迸读革讳故计寓码羡幸鹅员
27、虏亏虫PM-15Retailing营销原理PM-15Retailing营销原理19InstitutionalChangesinRetailinInstitutionalChangesinRetailingnEvolutionarychangesinretailingfollowapatterninwhichanestablishedretailinstitutiontradesuptoattractabroadermarket,achievehighermargins,andgainmorestatus.Then,highcostsand,ultimately,highpricesmaketheinstitutionvulnerabletothenewtypeofretailerwhichoftenentersthemarketatlow-cost,low-pricestore.乔统糠运嗡吊劝绝泳慨孕爆谭领汽熏卵尉挽痈征乌赢仲脾尧理法口冒蝎与PM-15Retailing营销原理PM-15Retailing营销原理20
