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Chapter 16: Managing Retailing, Wholesaling, and Logistics
Jerold I. SaddiMay 10, 2012
TOP 10 Learning Concepts
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Outline:Top 10 Concepts of Managing Retailing, Wholesaling, and
Logistics
1. Major Retailer Types2. Levels of Retail Service3. Retail Positioning Map4. Nonstore Retailing5. Retailer’s Marketing Decision
To manage effectively, one should
know the following:
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Plus..
6. Retailer Services Mix7. Location Decision8. Major Wholesaler Types9. Market Logistic Decisions10. Transportation Factors
Outline:Top 10 Concepts of Managing Retailing, Wholesaling, and
Logistics
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Concept 1:
Major Retailer TypesTo demonstrate I will use banks as
example…
Specialty Store
Department Store
Supermarket
Convenience Store
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Also…
Discount Store
Off-price retailer
Superstore
Catalog Showroom
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Concept 2:
Retailers can offer one of the four levels of service..
Self – Selection
In opening a bank account you may choose your preferential bank…
Where
begins…
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Concept 2:You may either choose some of the banks service
features..
Self-Service
If you’re always on the go, choose BDO for you can find BDO ATMs anywhere…
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Concept 2:
If you want extra mile of service, choose BPI..
FULL SERVICE
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Concept 2:
If you often sends Telegraphic transfers abroad, choose HSBC but with
LIMITED SERVICE
DUE TO ITS Limited Branches in the country…
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Concept 3:
Retail Positioning Map
Value Added
Bre
adth
of
Pro
duct
Lin
ebroad
HighNarrow Low
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Concept 4:Nonstore Retailing
Direct Selling
Direct Marketing
To market clients, Banks would do the following:
Managers will convince you to get a credit card..
Put posters in their branches..
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Concept 4: Non Store Retailing
Automatic Vending
Buying Service
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Concept 5: Retailer’s Marketing Decision
TARGET MARKET
PRODUCT ASSORTMENT
Bank’s position their branches based on their..
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Concept 5: Retailer’s Marketing Decision
PROCUREMENT PRICES
SERVICES
Determine rates..
Determine the manpower needed…
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Concept 5: Retailer’s Marketing Decision
Store Atmosphere Store Activities Communications
Locations
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Concept 6:Retailer Services Mix
Prepurchase services
Postpurchase Services
To convince you to open an account, managers may invite you for a coffee break..
Managers will deliver your passbook to your doorsteps..
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Concept 6:Retailer Services Mix
Ancillary Services
If you incur overdraft on your checking account, they will waive it the charges…
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Concept 7:Location Decisions
Banks will strategize to position their branches to get a substantial market share on the deposits…
Central Business Districts
Regional Shopping Centers
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Concept 7:Location Decisions
Community Shopping Centers
Shopping Strips
Location within a larger store
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Concept 8:
Major Wholesaler Types
Merchant
Full-Service
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Concept 8:
Major Wholesaler Types
Limited Service
Brokers and Agents
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Concept 8:
Major Wholesaler Types
Manufacturers
Specialized
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Concept 9Market Logistics Decisions
How should orders be handled? Where should stock be
located? How much stock should be
held? How should goods be shipped?
In making a decision, he should answer the following:
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Concept 10Transportation Factors
Speed Dependability Capability Availability
Frequency Traceability Cost
In transporting stocks, he must think of the capabilities of an “Eagle”…
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Chapter 16: Managing Retailing, Wholesaling, and Logistics
Jerold I. SaddiMay 10, 2012
TOP 10 Learning Concepts
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Managing Retailing, Wholesaling, and Logistics
Mary Antonette B. VirayMay 10, 2012
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• What is retailing?• What are the 8 major types of retailer?• What are the 8 steps in retail category
management?• What is franchising?• What is wholesaling?• What is Market logistics?
Outline
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Activities
Retailing are all activities
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Activities
Goods and services
of selling of goods and services
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Activities
Goods and services
Final consumer
Individual non business
to final consumers for personal or non business use
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Activities
Goods and services
Final consumer
Individual non business
Retailing includes all activities in selling goods and services directly to final consumers for personal, non business use
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Specialty Store
Department Store
Supermarket
Convenience
There are 8 Major Types of Retailer and these are:
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Discount Store
Off-Price Retailer
Superstore
Catalog Showroom
And..
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Step 1
Step 2
There are 8 steps in Retail Category Management
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Define the category
Figure out its Role
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Step 3
Step 4
Next steps in Retail Category Management
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Assess Performance
Set Goals
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Step 5
Step 6
Followed by
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Choose the Audience
Figure out Tactics
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Step 7
And Lastly to..
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Implement the Plan
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Step 1Step 2
Step 3Step 4
Step 5Step 6
Step 7
These are the Retail Category Management Steps
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Franchises is when there is
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Franchisor Franchisee
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Franchisor owns the trade mark and gives licenses to franchisees
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Franchisor Franchisee
gives licenses
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In return for royalty payment
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Franchisor Franchisee
gives licenses
royalty fee
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The Franchisor provides its franchisees with a system and the franchisee pays the royalty fee
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Franchisor Franchisee
gives licenses
royalty fee
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Wholesaling are all activities
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Activities
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Wholesaling are all activities in selling goods or services
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Activities
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Wholesaling are all activities in selling goods or services for resale or business use
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Activities
Goods services
Resale business use
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To meet customer to meet customer requirements at a
profit demand
to meet customer requirements at a profit
Market Logistics includes
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planning implementing controlling
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Chapter 16: Managing Retailing,Wholesaling and Logistics
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Levels of Service
Self-Service
Limited Service
Self-Selection
Full Service
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Non-Store Retailing
Direct Selling
Direct Marketing
Automatic Vending
Buying Service
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Major Retailing Types
Department Store Specialty Store
SupermarketConvenience Store
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Characteristics of Franchises• Franchisor owns a trade or service• Franchisor provides system for doing business
Franchisee pays for the right to be part of the system
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Retailer’s Marketing Decisions
Target Market
Product Assortment
Procurement
Price
Services
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Location Decision
Central Business District Shopping Center
Community Shopping Center
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Store Atmosphere
Walls Lighting
Floors Signage
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Market Logistics Decisions
Ordering
Warehousing
Inventory
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Wholesaling Functions
Selling & Promotions Warehousing Transportation
Financing Risk Bearing Market Information
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Market Logistics Decisions
How should orders be handled?
Where should Stock be located?
How much stock be held?
How should goods be shipped?
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Managing Retailing, Wholesaling, and LogisticsChapter 16
Maynard Anthony A. Cruz
Group 5
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Types of Major Retailers
Specialty Store
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Types of Major Retailers
Supermarket
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Types of Major Retailers
Convenience Store
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Types of Major Retailers
Discount Store
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Types of Major Retailers
Department Store
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Types of Major Retailers
Off-price Retailer
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Types of Major Retailers
Superstore
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Types of Major Retailers
Catalog Showroom
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Levels of Retail Service
Full service
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Levels of Retail Service
Self-selection
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Levels of Retail Service
Limited service
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Levels of Retail Service
Self service
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Retail Positioning Map
Rustan’s SM
Broad
Narrow
High Low
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Retail Positioning Map
Broad
High
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Retail Positioning Map
Broad
Low
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Retail Positioning Map
Narrow
High
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Retail Positioning Map
Narrow
Low
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Nonstore Retailing
Direct marketing
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Nonstore Retailing
Vending
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Nonstore Retailing
Direct selling
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Nonstore Retailing
Buying Service
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Characteristics of Franchises
Franchisor owns a trade or service
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Characteristics of Franchises
In return for royalty payments the trade or service is licensed to Franchisees
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Characteristics of Franchises
Franchisees pay for the right to be part of the system
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Characteristics of Franchises
Franchisor provides its Franchisees with a system for the business
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Location Decision
Central Business District
Community Shopping Centers
Shopping Strips
Regional Shopping Centers
Location within a larger store
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Location Decision
Central Business District
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Location Decision
Community Shopping Centers
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Location Decision
Shopping Strips
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Location Decision
Regional Shopping Centers
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Location Decision
Location within a larger store
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Types of Wholesalers
Merchant
Specialized
Full-service
Limited-service
Brokers & Agents
Manufacturers
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Retailer’s Marketing Decisions
Target market
Product assortment
Procurement
Prices
Services
Store atmosphere
Store activities
Communication
Locations
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Wholesaling Functions
Selling & Promoting
Warehousing
Transportation
Financing
Risk bearing
Buying
Bulk breaking
Market information
Management services & counseling
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Transportation Factors
Cost
Speed
Frequency
Capability
Dependability
Traceability
Availability
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Managing Retailing, Wholesaling, and LogisticsChapter 16
Maynard Anthony A. Cruz
Group 5