Bài giảng môn học Marketing - Chương 15: Quản trị bán lẻ, bán sỉ và hậu cần thị trường

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1. Chapter 15 Quản trị bán lẻ, bán sỉ và hậu cần thị trường ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 0 in Chapter 15
2. Mục tiêu ▪ Xác 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. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 15
3. Bán lẻ Các vấn đề về bán lẻ ▪ Chu kỳ sống bán lẻ ▪ Vòng quay bán lẻ ▪ Các kiểu nhà bán lẻ ▪ Các mức độ dịch ▪ Các quyết định vụ marketing ▪ Các chiến lược ▪ Các xu hướng bán định vị bán lẻ lẻ ▪ Bán lẻ không tồn kho ▪ Tổ chức bán lẻ ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 15
4. Bán lẻ Các kiểu nhà bán lẻ quan trọng ▪ Cửa hàng chuyên ▪ Cửa hàng chiết dụng khấu ▪ Cửa hàng bách ▪ Cửa hàng tiện hóa dụng ▪ Siêu thị ▪ Nhà bán lẻ giá rẻ (Off-price) ▪ Cửa hàng lớn ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 15
5. Bán lẻ ▪ Các 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 gói ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 15
6. Bán lẻ ▪ Bốn chiến lược định vị bán lẻ bao gồm: – Bloomingdale’s – Tiffany – Sunglass Hut – Wal-Mart ▪ Bán lẻ không qua cửa hàng tăng trưởng nhanh hơn bán lẻ qua cửa hàng ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 15
7. Bán lẻ Các loại tổ chức bán lẻ quan trọng ▪ Corporate ▪ Consumer chain store cooperative ▪ Voluntary ▪ Franchise chain organization ▪ Retailer ▪ Merchandising cooperative conglomerate ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 15
8. Retailing Retailing Basics ▪ Target market ▪ Product assortment and placement ▪ Types of retailers ▪ Services mix and ▪ Marketing store atmosphere decisions ▪ Price ▪ Retailing trends ▪ Promotion ▪ Place ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 15
9. Retailing Location Options for Retailers ▪ General business ▪ Strip mall district (shopping strip) ▪ Regional ▪ Location within a shopping center larger store or ▪ Community operation shopping center ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 15
10. Retailing Retailing Basics ▪ New retail forms ▪ Intertype competition ▪ Growth of giant ▪ Types of retailers retailers ▪ Technology ▪ Marketing ▪ Global expansion decisions ▪ Selling experiences ▪ Retailing trends ▪ Competition between store-based and non- store-based retailing ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 15
11. Wholesaling Wholesaling ▪ Wholesaling excludes manufacturers, farmers, and retailers ▪ Wholesaling basics ▪ Wholesalers differ from ▪ Types of retailers in three key ways wholesalers ▪ Wholesalers handle ▪ Marketing decisions many functions more ▪ Wholesaling trends efficiently than do manufacturers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 15
12. Wholesaling Wholesaler Functions ▪ Selling and ▪ Warehousing promoting ▪ Transportation ▪ Buying and ▪ Financing assortment building ▪ Risk bearing ▪ Bulk breaking ▪ Market information ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 15
13. Wholesaling Wholesaling ▪ Wholesalers vary in type and function ▪ Wholesaling has been ▪ Wholesaling basics growing due to two key ▪ Growth and types factors: of wholesalers – Many factories are located far from buyers ▪ Marketing decisions – An increasing need to adapt product quantities, ▪ Wholesaling trends features, or packages to meet buyer needs ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 15
14. Wholesaling Major Wholesaler Types ▪ Merchant ▪ Brokers wholesalers ▪ Agents ▪ Full-service ▪ Manufacturers’ and wholesalers retailers’ branches ▪ Limited-service and offices wholesalers ▪ Miscellaneous ▪ Brokers & agents wholesalers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 15
15. Wholesaling Wholesaling ▪ Target market ▪ Product assortment ▪ Wholesaling basics and placement ▪ Types of ▪ Price wholesalers ▪ Promotion ▪ Marketing decisions ▪ Place ▪ Wholesaling trends ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 15
16. Wholesaling Wholesaling ▪ Direct buying trends initially threatened wholesalers ▪ Wholesaling basics ▪ Wholesalers have ▪ Types of adapted by: wholesalers – Adding value ▪ Marketing decisions – Reducing costs – Strengthening ▪ Wholesaling trends relationships with manufacturers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 15
17. Market Logistics ▪ Interrelated Aspects Associated with Market Logistics: – Physical distribution – Supply chain management (SCM) – Value network – Demand chain planning – Market logistics – Integrated logistics systems (ILS) ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 15
18. Market Logistics ▪ Logistics involve trade- Key Elements offs between costs and customer service ▪ Market-logistics ▪ Maximizing profits, not objectives sales, is key ▪ A total system basis ▪ Market-logistics should be considered decisions ▪ Designing a system that will minimize the cost of ▪ Market logistics achieving objectives lessons should be the outcome ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 15
19. Market Logistics Calculating the Cost of Market-Logistics Systems M = T + FW + VW + S Where . . . 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 delay ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 15
20. Market Logistics Key Elements ▪ Order processing ▪ Warehousing – Storage, distribution, ▪ Market-logistics automated warehouses objectives ▪ Inventory – Determine reorder point, ▪ Market-logistics relevant cost comparison, decisions optimal order quantity ▪ Transportation ▪ Market logistics – Containerization lessons – Private vs. contract carriers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 15
21. Market Logistics Key Elements ▪ A senior V.P. is needed as the single contact point for all logistical ▪ Market-logistics elements objectives ▪ Senior V.P. must maintain close control ▪ Market-logistics decisions ▪ Software and systems are essential for ▪ Market logistics competitively superior lessons logistics performance ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 15