©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 15 Chapter 15Chapter 15 Quản trị bán lẻ, bán sỉ và Quản trị bán lẻ, bán sỉ và hậu cần thị trườnghậu cần thị trường ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 1 in Chapter 15 Mục tiêuMục 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, 2 nd Edition Slide 2 in Chapter 15 Bán lẻBán lẻ Các vấn đề về bán lẻ  Các kiểu nhà bán lẻ  Các quyết định marketing  Các xu hướng bán lẻ  Chu kỳ sống bán lẻ  Vòng quay bán lẻ  Các mức độ dịch vụ  Các chiến lược định vị bán lẻ  Bán lẻ không tồn kho  Tổ chức bán lẻ ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 3 in Chapter 15 Bán lẻBán lẻ  Cửa hàng chuyên dụng  Cửa hàng bách hóa  Siêu thị  Cửa hàng chiết khấu  Cửa hàng tiện dụng  Nhà bán lẻ giá rẻ (Off-price)  Cửa hàng lớn Các kiểu nhà bán lẻ quan trọng ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 4 in Chapter 15 Bán lẻBán 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, 2 nd Edition Slide 5 in Chapter 15 Bán lẻBán 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, 2 nd Edition Slide 6 in Chapter 15 Bán lẻBán lẻ  Corporate chain store  Voluntary chain  Retailer cooperative  Consumer cooperative  Franchise organization  Merchandising conglomerate Các loại tổ chức bán lẻ quan trọng ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 7 in Chapter 15 RetailingRetailing Retailing Basics  Types of retailers  Marketing decisions  Retailing trends  Target market  Product assortment and placement  Services mix and store atmosphere  Price  Promotion  Place ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 8 in Chapter 15 RetailingRetailing  General business district  Regional shopping center  Community shopping center  Strip mall (shopping strip)  Location within a larger store or operation Location Options for Retailers ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 9 in Chapter 15 RetailingRetailing Retailing Basics  Types of retailers  Marketing decisions  Retailing trends  New retail forms  Intertype competition  Growth of giant retailers  Technology  Global expansion  Selling experiences  Competition between store-based and non- store-based retailing [...]... Marketing Management, 2nd Edition Slide 12 in Chapter 15 Wholesaling Major Wholesaler Types  Merchant wholesalers  Full-service wholesalers  Limited-service wholesalers  Brokers & agents ©2003 Prentice Hall, Inc  Brokers  Agents  Manufacturers’ and retailers’ branches and offices  Miscellaneous wholesalers To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 15 Wholesaling... 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 Market Logistics Key Elements  Market-logistics objectives  Market-logistics decisions  Market logistics lessons ©2003 Prentice Hall, Inc  Logistics involve tradeoffs between costs and customer service  Maximizing profits,... that will minimize the cost of achieving objectives should be the outcome To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 15 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... 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 Market Logistics Key Elements  Market-logistics objectives  Market-logistics decisions  Market logistics lessons ©2003 Prentice Hall, Inc  Order processing  Warehousing – Storage, distribution, automated warehouses  Inventory... comparison, optimal order quantity  Transportation – Containerization – Private vs contract carriers To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 15 Market Logistics Key Elements  Market-logistics objectives  Market-logistics decisions  Market logistics lessons ©2003 Prentice Hall, Inc  A senior V.P is needed as the single contact point for all logistical elements ... accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 15 Wholesaling Wholesaler Functions  Selling and promoting  Buying and assortment building  Bulk breaking ©2003 Prentice Hall, Inc  Warehousing  Transportation  Financing  Risk bearing  Market information To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 15 Wholesaling Wholesaling  Wholesaling... Edition Slide 14 in Chapter 15 Wholesaling Wholesaling  Wholesaling basics  Types of wholesalers  Marketing decisions  Wholesaling trends ©2003 Prentice Hall, Inc  Direct buying trends initially threatened wholesalers  Wholesalers have adapted by: – Adding value – Reducing costs – Strengthening relationships with manufacturers To accompany A Framework for Marketing Management, 2nd Edition Slide. .. logistical elements  Senior V.P must maintain close control  Software and systems are essential for competitively superior logistics performance To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 15 . Marketing Management, 2 nd Edition Slide 0 in Chapter 15 Chapter 15Chapter 15 Quản trị bán lẻ, bán sỉ và Quản trị bán lẻ, bán sỉ và hậu cần thị trườnghậu cần thị trường ©2003 Prentice Hall, Inc Management, 2 nd Edition Slide 2 in Chapter 15 Bán l Bán lẻ Các vấn đề về bán lẻ  Các kiểu nhà bán lẻ  Các quyết định marketing  Các xu hướng bán lẻ  Chu kỳ sống bán lẻ  Vòng quay bán lẻ  Các mức. lược định vị bán lẻ  Bán lẻ không tồn kho  Tổ chức bán lẻ ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 3 in Chapter 15 Bán l Bán lẻ  Cửa