国际营销国际营销国际营销 (29).pdf

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1、Managing Retailing,Wholesaling,and LogisticsChapter 1401What major types of marketing intermediaries occupy this sector?Learning Objectives02What major changes are occurring in the modern retail marketing environment with respect to competitive market structure and technology?03What marketing decisi

2、ons do marketing intermediaries make?04What does the future hold for private label brands?Learning Objectives05What are some of the important issues in wholesaling?06What are some important issues in logistics?studystudyRetailing RetailingRetailingAll the activities in selling goods or All the activ

3、ities in selling goods or services directly to final consumers services directly to final consumers for personal,nonbusiness usefor personal,nonbusiness use Retailer/retail storeRetailer/retail storeAny business enterprise whose sales Any business enterprise whose sales volume comes primarily from r

4、etailingvolume comes primarily from retailingTypes of retailers Store retailers,nonstore retailers,and retail organizationsTypes of retailers Store retailers:Specialty store Department store Supermarket Convenience store Drug store Discount store Extreme value or hard-discount store Off-price retail

5、er Superstore Catalog showroomTypes of retailers Self-service Self-selection Limited service Full service Levels of service for store retailers Nonstore retailingDirect marketingDirect sellingAutomatic vendingBuying servicesTypes of retailersTypes of retailers Corporate retailing and franchising Fra

6、nchises are distinguished by three characteristics:The franchisor owns a trade or service mark and licenses it to franchisees in return for royalty payments The franchisee pays for the right to be part of the system The franchisor provides its franchisees with a system for doing businessCorporate Re

7、tailing and FranchisingThe Modern Retail Marketing Environment New retail forms and combinations Growth of giant retailers Growth of intertype competition Emergence of fast retailing Decline of middle-market retailersCompetitive retail market structure Role of technology Retailers use technology for business operations,to enhance the consumer shopping experience inside the store,and Internet/social media strategiesThe Modern Retail Marketing Environment