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Bài giảng quan tri marketing Định nghĩa marketing vào thế kỷ 21 Làm Marketing phù hợp với môi trường kinh tế mới
To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 15©2003 Prentice Hall, Inc.Chapter 15Chapter 15Qu n tr bán l , bán s và ả ị ẻ ỉQu n tr bán l , bán s và ả ị ẻ ỉh u c n th tr ngậ ầ ị ườh u c n th tr ngậ ầ ị ườ To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 15©2003 Prentice Hall, Inc.Mục tiêuMục 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 3 in Chapter 15©2003 Prentice Hall, Inc.Bán lẻBán 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 lẻ To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 15©2003 Prentice Hall, Inc.Bán lẻBán 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 trọng To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 15©2003 Prentice Hall, Inc.Bán lẻBán 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 gói To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 15©2003 Prentice Hall, Inc.Bán lẻBán lẻBốn chiến lược định vị bán lẻ bao gồm:–Bloomingdale’s–Tiffany–Sunglass Hut–Wal-MartBán lẻ không qua cửa hàng tăng trưởng nhanh hơn bán lẻ qua cửa hàng To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 15©2003 Prentice Hall, Inc.Bán lẻBán lẻCorporate chain storeVoluntary chainRetailer cooperativeConsumer cooperative Franchise organizationMerchandising conglomerateCác loại tổ chức bán lẻ quan trọng To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 15©2003 Prentice Hall, Inc.RetailingRetailingRetailing BasicsTypes of retailersMarketing decisionsRetailing trendsTarget marketProduct assortment and placementServices mix and store atmospherePricePromotionPlace To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 15©2003 Prentice Hall, Inc.RetailingRetailingGeneral business districtRegional shopping centerCommunity shopping centerStrip mall (shopping strip)Location within a larger store or operationLocation Options for Retailers To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 15©2003 Prentice Hall, Inc.RetailingRetailingRetailing BasicsTypes of retailersMarketing decisionsRetailing trendsNew retail formsIntertype competitionGrowth of giant retailersTechnologyGlobal expansionSelling experiencesCompetition between store-based and non-store-based retailing [...]... Target market Product assortment and placement Types of wholesalers Price Marketing decisions Place Promotion Wholesaling trends ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 15 Wholesaling Wholesaling Wholesaling basics Types of wholesalers Marketing decisions Wholesaling trends ©2003 Prentice Hall, Inc Direct buying... Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 15 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 17 in Chapter 15 Market... Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 15 Wholesaling Wholesaling Wholesaling basics Growth and types of wholesalers Marketing decisions Wholesaling trends ©2003 Prentice Hall, Inc Wholesalers vary in type and function Wholesaling has been growing due to two key factors: – Many factories are located far from buyers – An increasing need to adapt product quantities,... for Marketing Management, 2nd Edition Slide 13 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 14 in Chapter 15. .. 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 Order processing Warehousing – Storage, distribution, automated warehouses Inventory – Determine reorder point, relevant cost comparison, optimal order quantity Transportation... basics Types of wholesalers Marketing decisions Wholesaling trends ©2003 Prentice Hall, Inc Wholesaling excludes manufacturers, farmers, and retailers Wholesalers differ from retailers in three key ways Wholesalers handle many functions more efficiently than do manufacturers To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 15 Wholesaling Wholesaler Functions... is key A total system basis should be considered Designing a system that will minimize the cost of achieving objectives should be the outcome To accompany A Framework for Marketing Management, 2nd Edition Slide 18 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... Inventory – Determine reorder point, relevant cost comparison, optimal order quantity Transportation – Containerization – Private vs contract carriers To accompany A Framework for Marketing Management, 2nd Edition Slide 20 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... 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 21 in Chapter 15 . accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 15 2003 Prentice Hall, Inc.Chapter 15Chapter 15Qu n tr bán l , bán s . hàng lớnCác kiểu nhà bán lẻ quan trọng To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 15 2003 Prentice Hall, Inc.Bán