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Managing Retailing, Wholesaling, and Logistics. Key Concepts. Marketing Management at Zara. Zara controls all aspects of its supply chain. Retailing. All of the activities involved in selling goods or services directly to final consumers for personal, non-business use. Types of Retailers.
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Managing Retailing, Wholesaling, and Logistics Key Concepts
Marketing Management at Zara Zara controls all aspects of its supply chain.
Retailing All of the activities involved in selling goods or services directly to final consumers for personal, non-business use.
Types of Retailers • Specialty store • Department store • Supermarket • Convenience store • Discount store • Off-price retailer • Superstore • Catalog showroom .
Retail Concepts Retail life-cycle Stages of growth and decline. Wheel-of-retailing hypothesis New stores emerge after conventional stores increase services and raise prices to cover the cost.
Self-service Self-selection Limited service Full service Levels of Service
Bloomingdale’s Tiffany Sunglass Hut Wal-Mart Retail Positioning Strategies
Direct selling Direct marketing Automatic vending Buying service Nonstore Retailing
The New Retail Environment • Assortments have grown more alike • Differentiation has eroded • Limited-time-only “pop-up” outlets • Adding specialty products and customer-focused services • Growth in global competition
Corporate Retail Organizations • Corporate chain store • Voluntary chain • Retailer cooperative • Consumer cooperative • Franchise organization • Merchandising conglomerate
Retailer Marketing Decisions • Target market • Product assortment and procurement • Price • High-markup, lower-volume • Low-markup, higher-volume • Services and store atmosphere • Store activities and experiences • Communications • Location
Breakthrough Marketing: TARGET “Upscale discounter” image = $59 billion in annual sales!
Marketing Skills: Experience Marketing Enhance the sensory experience (feel, look, sound, smell, or taste).
Private Labels Generics Unbranded, plainly packaged, less expensive versions of common products. Private label brand One developed by retailers and wholesalers.
Wholesaling All the activities in selling goods or services to those who buy for resale or business use.
Major Wholesaler Types • Merchant wholesaler • Full-service wholesaler • Limited-service wholesaler • Brokers and agents • Manufacturers’ and retailers’ branches and offices • Specialized wholesalers
How Wholesalers Differ From Retailers • Pay less attention to promotion, atmosphere, and location • Transactions are usually larger and cover a larger trade area • Different legal regulations and taxes
What Wholesalers do • Selling and promoting • Buying and assortment building • Bulk breaking • Warehousing • Transportation • Financing • Risk bearing • Market information • Management services and counseling
Trends in Wholesaling • Facing mounting pressures from: • New sources of competition • Demanding customers • New technologies • More direct-buying programs by large buyers • Manufacturers • Responses: • Revisiting decisions • Cutting costs
Market Logistics Supply chain management (SCM) Starts before physical distribution, covering procurement of inputs, conversion into finished products, and product movement to final destinations. Market logistics Planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use to meet customer needs at a profit.
Integrated Logistics Systems (ILS) Include materials management, material flow systems, and physical distribution, aided by information technology.
Order processing Warehousing Inventory Transportation Market-Logistics Decisions
