Ch16 - Retailing, Wholesaling, Logistics

1

Managing Retailing, Wholesaling, & Logistics

Monica Denise S. MendozaAteneo Graduate School of Business

Top 10 Concepts

Outline: Retailing…

1. Is selling to consumers for personal use (What?)

2. Involves 4 Levels of Service3. Has 4 Positioning Strategies4. Marketing decisions should be made5. Should consider trends in planning

for strategies

Outline:Wholesaling…

6. Is selling for resale / business use (What?)

7. Involves 9 functions 8. Marketing decisions

should be made9. Can strengthen relationships

with Manufacturer

Outline:Logistics…

10. Decides best way to move goods (What?)

Concept 1:

Retailing is selling to consumers for personal use

Self-service Self-selection Limited service Full service

Concept 2:

Retailing has Four Levels of Service

Concept 3:

Retailing has Four Positioning Strategies

BroadBroad

NarrowNarrow

Bre

adth

of

Bre

adth

of

pro

du

ct li

ne

pro

du

ct li

ne

Value addedValue addedLowLowHighHigh

Target Market Product Assortment Procurement Services & Store

Atmosphere

Concept 4:

Retailing Marketing Decisions should be made…

Store Activities & Experiences

Price Communication Location

Concept 4:

Retailing Marketing Decisions should be made…

STRATEGY PLANNING New retail forms and combinations Growth of intertype competition Store-based and non-store-based

competition Growth of giant retailers

Concept 5:

Retailers should consider trends

STRATEGY PLANNING The traditional trade is alive and

well Growing investment in technology Global presence of major retailers Upgrading of Asian retailers

Concept 5:

Retailers should consider trends

Promotion, atmosphere, location

Concept 6:

Wholesaling is selling for resale or business use

Legal regulations are different

Larger transactions

Concept 7:

Wholesaling includes several functions…

Target Market Product Assortment Services Price Promotion Place

Concept 8:

Wholesaling Marketing Decisions should be made…

Seek clear agreement on expected marketing channel function

Gain insight into manufacturer’s requirements

Fulfill commitments by meeting volume targets

Identify & offer value-added services

Concept 9:

Wholesalers can strengthen manufacturer relationships

Concept 10:

Logistics decides best way to move goods

LogisticsFunction

s

Summary: Retailing…

1. Is selling to consumers for personal use (What?)

2. Involves 4 Levels of Service3. Has 4 Positioning Strategies4. Marketing decisions should be made5. Should consider trends in planning

for strategies

Summary:Wholesaling…

6. Is selling for resale / business use (What?)

7. Involves 9 functions 8. Marketing decisions

should be made9. Can strengthen relationships

with Manufacturers

Summary:Logistics…

10. Decides best way to move goods (What?)

My Conclusion: Managing Retailers, Wholesalers, & Logistics

Intermediaries also requiremarketing strategies

&must strive for marketing excellence

like any other companyor

suffer the consequences