国际营销国际营销国际营销 (30).pdf

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1、输 入 您 的 标 题Marketing DecisionsTarget marketChannelsProduct assortmentProcurementPricesServicesStore atmosphereStore activities and experiencesCommunicationsLocation Feature exclusive national brands Feature private-label merchandise Feature distinctive-merchandise events Feature ever-changing mercha

2、ndise Feature the latest merchandise first Offer merchandise-customizing services Offer a highly targeted assortment Develop product differentiationProduct AssortmentServicesRetailers must decide on the services mix to offer customers:Prepurchase servicesPostpurchase servicesAncillary servicesCentra

3、l business districtsRegional shopping centersCommunity shopping centersShopping stripsLocation within a larger storeStand-alone storesLocation A private-label brand is a brand that retailers and wholesalers develop Role of private labels Private-label success factorsPrivate LabelsWholesaling include

4、s all the activities in selling goods or services to those who buy for resale or business useWholesalingMajor wholesaler typesMerchant wholesalersFull-service wholesalersLimited-service wholesalersBrokers and agentsManufacturers/retailers branches/officesSpecialized wholesalers输 入 您 的 标 题PLEASE ADD

5、YOUR TITTLE HEREWholesaler functions Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counselingMarket Logistics Supply chain management(SCM)Market logistics Integrated logistics systems(IL

6、S)Lean manufacturingDeciding on companys value propositionSelecting best channel design and network strategyDeveloping operational excellenceImplementing solutionMarket logistics planningOrder processing:how should we handle orders?Warehousing:where should we locate our stock?Inventory:how much stock should we hold?Transportation:how should we ship goods?Market-Logistics DecisionsFigure 14.1Optimal Ordering Quantity Containerization Piggyback,fishyback,trainship,and airtruck Private vs.contract mon carriersTransportation