Chapter 15

Managing Retailing, Wholesaling and Logistics

Vishal YadavGHRCEM, Amravati

What marketing decisions do these

marketing intermediaries make ?

RetailMarketing Decision

A target market is a particular group of consumers at which a product or service is aimed

Channels:Based on Target Market analysis retailers must decide which channel to employ to reach their customer.

The retailer’s product assortment must match the target market’s shopping expectations in breadth and depth.

Procurement : After deciding on the product assortment strategy, the retailer must establish merchandise sources, policies, and practices.

Prices are a key positioning factor and must be set in relationship to the target market, product-and-services assortment mix, and competition.

The action of helping of doing something for someone is services

1.Pre Purchase Services2.Post Purchase Services3.Ancillary Services

The Store Atmosphere is another element in the store arsenal. Every store has a look and a physical layout that makes it hard or easy to move around.

The growth of e-commerce has forced traditional brick-and-mortar retailers to respond. In addition to their natural advantage, such as products that shoppers can actually see, touch, and test; real life customer services; and no delivery lag time for most purchases stores also provide a shopping experience as a strong differentiator.

Retailers use a wide range of communication tools to generate traffic and purchases through ads, run special sales, money saving coupons.

The three keys to retail success are often said to be “Location, location, and location.”

Retailers can use these locations

• Central Business Districts• Regional shopping centers• Community Shopping centers• Shopping strips• A Location within a larger store• Stand-alone stores

Logistics Decisions

Order Processing

To hold the stocks big warehouses are constructed.

INVENTORY: a complete list of items such as property, goods in stock, or the contents of a building.

Transport

Created by – Vishal Yadav, GHRCEM, Amravati

During an internship by Prof. Sameer Mathur, IIM Lucknowwww.IIMInternship.com