MARKETING MANAGEMENT 12th editionChapter QuestionsRetailingTable 16.1 Major Retailer TypesLevels of Retail ServiceNonstore RetailingMajor Types of Corporate Retail OrganizationsRetailers’ Marketing DecisionsRetail Category ManagementRetailer Services MixLocation DecisionIndicators of Sales EffectivenessTrends in RetailingWholesaling FunctionsMajor Wholesaler TypesWholesalers’ Marketing DecisionsMarket Logistics PlanningMarket Logistics DecisionsTransportation FactorsMARKETING MANAGEMENT12th editionKotler Keller16 Managing Retailing,Wholesaling, and Logistics16-2Chapter QuestionsWhat major types of marketing intermediaries occupy this sector?What marketing decisions do these marketing intermediaries make?What are the major trends with marketing intermediaries?16-3RetailingIncludes all the activities involved inselling goods or services directlyto final consumers for personal,nonbusiness use.16-4Table 16.1 Major Retailer TypesSpecialty storeDepartment storeSupermarketConvenience storeDiscount storeOff-price retailerSuperstoreCatalog showroom16-5Levels of Retail ServiceSelf-serviceSelf-selectionLimited serviceFull service16-6Nonstore RetailingDirect sellingDirect marketingAutomatic vendingBuying service16-7Major Types of Corporate Retail OrganizationsCorporate chain storeVoluntary chainRetailer cooperativeConsumer cooperativeFranchise organizationMerchandising conglomerate16-8Retailers’ Marketing DecisionsTarget marketProduct assortmentService/store atmospherePriceCommunicationLocation16-9Retail Category ManagementDefine the categoryFigure out its roleSet goalsChoose the audienceImplement the planFigure out tacticsAssess performance16-10Retailer Services MixPrepurchase servicesPostpurchase servicesAncillary services16-11Location DecisionGeneral business districtsRegional shopping centersCommunity shopping centersStrip mallsLocation within a larger store16-12Indicators of Sales EffectivenessNumber of people passing by locationPercentage who enter storePercentage of those who enter who also buyAverage amount spent per sale16-13Trends in RetailingNew retail forms and combinationsGrowth of intertype competitionCompetition between store-based and non-store-based retailingGrowth of giant retailersDecline of middle market retailersGrowing investment in technologyGlobal presence of major retailers16-14Wholesaling FunctionsSelling and promotingBuying and assortment buildingBulk breakingWarehousingTransportationFinancingRisk bearingMarket informationManagement services and counseling16-15Major Wholesaler TypesMerchantFull serviceLimited serviceBrokers and agentsManufacturersSpecialized16-16Wholesalers’ Marketing DecisionsTarget marketProduct assortmentPricePromotionPlace16-17Market Logistics PlanningDeciding on the company’s value proposition to its customersDeciding on the best channel design and network strategyDeveloping operational excellenceImplementing the solution16-18Market Logistics DecisionsHow should orders be handled?Where should stock be located?How much stock should be held?How should goods be shipped?16-19Transportation
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