Quản trị kinh doanh - Chapter 15: Quản trị bán lẻ, bán sỉ và hậu cần thị trường

To accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Chapter 15Quản trị bán lẻ, bán sỉ và hậu cần thị trườngTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Mục tiêuXác định các kiểu tổ chức trong lĩnh vực này.Tìm hiểu những quyết định marketing nào được thực hiện trong lĩnh vực này.Hiểu những xu hướng chính trong lĩnh vực này.To accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Bán lẻCác vấn đề về bán lẻCác kiểu nhà bán lẻCác quyết định marketingCác xu hướng bán lẻChu kỳ sống bán lẻVòng quay bán lẻCác mức độ dịch vụCác chiến lược định vị bán lẻBán lẻ không tồn khoTổ chức bán lẻTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Bán lẻCửa hàng chuyên dụngCửa hàng bách hóaSiêu thịCửa hàng chiết khấuCửa hàng tiện dụngNhà bán lẻ giá rẻ (Off-price)Cửa hàng lớnCác kiểu nhà bán lẻ quan trọngTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Bán lẻCác loại cửa hàng bán lẻ trải qua các giai đoạn của chu kỳ sống.Chu kỳ sống của bán lẻ mô tả những loại cửa hàng mới ra đời như thế nào.Các nhà bán lẻ có thể cung ứng một trong bốn mức dịch vụ sau:Tự phục vụ, tự lựa chọn, dịch vụ hạn chế và dịch vụ trọn góiTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Bán lẻBốn chiến lược định vị bán lẻ bao gồm:Bloomingdale’sTiffanySunglass HutWal-MartBán lẻ không qua cửa hàng tăng trưởng nhanh hơn bán lẻ qua cửa hàngTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Bán lẻCorporate chain storeVoluntary chainRetailer cooperativeConsumer cooperative Franchise organizationMerchandising conglomerateCác loại tổ chức bán lẻ quan trọngTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15RetailingRetailing BasicsTypes of retailersMarketing decisionsRetailing trendsTarget marketProduct assortment and placementServices mix and store atmospherePricePromotionPlaceTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15RetailingGeneral business districtRegional shopping centerCommunity shopping centerStrip mall (shopping strip)Location within a larger store or operationLocation Options for RetailersTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15RetailingRetailing BasicsTypes of retailersMarketing decisionsRetailing trendsNew retail formsIntertype competitionGrowth of giant retailersTechnologyGlobal expansionSelling experiencesCompetition between store-based and non-store-based retailingTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15WholesalingWholesalingWholesaling basics Types of wholesalersMarketing decisionsWholesaling trendsWholesaling excludes manufacturers, farmers, and retailersWholesalers differ from retailers in three key waysWholesalers handle many functions more efficiently than do manufacturersTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15WholesalingSelling and promotingBuying and assortment buildingBulk breakingWarehousingTransportationFinancingRisk bearingMarket informationWholesaler FunctionsTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15WholesalingWholesalingWholesaling basicsGrowth and types of wholesalersMarketing decisionsWholesaling trendsWholesalers vary in type and functionWholesaling has been growing due to two key factors:Many factories are located far from buyersAn increasing need to adapt product quantities, features, or packages to meet buyer needsTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15WholesalingMerchant wholesalersFull-service wholesalersLimited-service wholesalersBrokers & agentsBrokersAgentsManufacturers’ and retailers’ branches and officesMiscellaneous wholesalersMajor Wholesaler TypesTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15WholesalingWholesalingWholesaling basicsTypes of wholesalersMarketing decisionsWholesaling trendsTarget marketProduct assortment and placementPricePromotionPlaceTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15WholesalingWholesalingWholesaling basicsTypes of wholesalersMarketing decisionsWholesaling trendsDirect buying trends initially threatened wholesalersWholesalers have adapted by:Adding valueReducing costsStrengthening relationships with manufacturersTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Market LogisticsInterrelated Aspects Associated with Market Logistics:Physical distributionSupply chain management (SCM)Value networkDemand chain planningMarket logisticsIntegrated logistics systems (ILS)To accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Market LogisticsKey ElementsMarket-logistics objectivesMarket-logistics decisionsMarket logistics lessonsLogistics involve trade-offs between costs and customer serviceMaximizing profits, not sales, is key A total system basis should be consideredDesigning a system that will minimize the cost of achieving objectives should be the outcomeTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Market LogisticsM = T + FW + VW + SWhere . . . M = total market-logistics cost of proposed system; T = total freight cost of proposed system; FW = total fixed warehouse cost of proposed system; VW = total variable warehouse cost of proposed system S = total cost of lost sales due to average delivery delayCalculating the Cost of Market-Logistics SystemsTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Market LogisticsKey ElementsMarket-logistics objectivesMarket-logistics decisionsMarket logistics lessonsOrder processingWarehousingStorage, distribution, automated warehousesInventoryDetermine reorder point, relevant cost comparison, optimal order quantityTransportationContainerizationPrivate vs. contract carriersTo accompany A Framework for Marketing Management, 2nd Edition Slide * in Chapter 15Market LogisticsKey ElementsMarket-logistics objectivesMarket-logistics decisionsMarket logistics lessonsA senior V.P. is needed as the single contact point for all logistical elementsSenior V.P. must maintain close controlSoftware and systems are essential for competitively superior logistics performance