ch16 - retailing, wholesaling, logistics - visual edition
DESCRIPTION
Visual Edition of the Top 10 Concepts of Chapter 16 - Retailing, Wholesaling, Logistics in Kotler's book.TRANSCRIPT
1
Managing Retailing, Wholesaling, & Logistics
Monica Denise S. MendozaAteneo Graduate School of Business
Top 10 Concepts
Outline: Retailing…
1. Is selling to consumers for personal use (What?)
2. Involves 4 Levels of Service3. Has 4 Positioning Strategies4. Marketing decisions should be made5. Should consider trends in planning
for strategies
Outline:Wholesaling…
6. Is selling for resale / business use (What?)
7. Involves 9 functions 8. Marketing decisions
should be made9. Can strengthen relationships
with Manufacturer
Outline:Logistics…
10. Decides best way to move goods (What?)
Concept 1:
Retailing is selling to consumers for personal use
Retailing
Concept 2:
Retailing has Four Levels of Service
Retailing 4 Levels of
Service
Concept 3:
Retailing has Four Positioning Strategies
Retailing 4 Levels of
Service4
Positioning Strategies
Decision
Concept 4:
Retailing Marketing Decisions should be made…
Retailing 4 Levels of
Service4
Positioning Strategies
Decision
Concept 5:
Retailers should consider trends in planning for strategy
Retailing 4 Levels of
Service4
Positioning Strategies
Trend
Decision
Concept 6:
Wholesaling is selling for resale or business use
Retailing 4 Levels of
Service4
Positioning Strategies
Trend
Wholesaling
Decision
Concept 7:
Wholesaling includes several functions
Retailing 4 Levels of
Service4
Positioning Strategies
Trend
Wholesaling
Function
Decision
Decision
Concept 8:
Wholesaling Marketing Decisions should be made…
Retailing 4 Levels of
Service4
Positioning Strategies
Trend
Wholesaling
Function
Decision
Decision
Concept 9:
Wholesalers can strengthen manufacturer relationships
Retailing 4 Levels of
Service4
Positioning Strategies
Trend
Wholesaling
Relationship
Function
Decision
Decision
Concept 10:
Logistics decides best way to move goods
Retailing 4 Levels of
Service4
Positioning Strategies
Trend
Wholesaling
Logistics
Relationship
Function
Summary: Retailing…
1. Is selling to consumers for personal use (What?)
2. Involves 4 Levels of Service3. Has 4 Positioning Strategies4. Marketing decisions should be made5. Should consider trends in planning
for strategies
Summary:Wholesaling…
6. Is selling for resale / business use (What?)
7. Involves 9 functions 8. Marketing decisions
should be made9. Can strengthen relationships
with Manufacturers
Summary:Logistics…
10. Decides best way to move goods (What?)