市场营销第十四章(英文)

Copyright©2011byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinLO1Identifyretailersintermsoftheutilitiestheyprovide.Explainthealternativewaystoclassifyretailoutlets.LO2LEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER14,YOUSHOULDBEABLETO:Describethemanymethodsofnonstoreretailing.LO314-2LEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER14,YOUSHOULDBEABLETO:LO4Specifytheretailingmixactionsusedtoimplementaretailingstrategy.Explainchangesinretailingwiththewheelofretailingandtheretaillifecycleconcepts.LO5Describethetypesoffirmsthatperformwholesalingactivitiesandtheirfunctions.LO314-384MILLIONCONSUMERSWERESHOPPINGONLINEONCYBERMONDAY.WEREYOUONEOFTHEM?14-4THEVALUEOFRETAILINGLO1RetailingConsumerUtilitiesOfferedbyRetailing•Place•PossessionTheGlobalEconomicImpactofRetailing•Form•Time14-5FIGURE14-1Whichretailerbestprovideswhichutilities?14-6CLASSIFYINGRETAILOUTLETSLO2LevelofServiceFormofOwnershipMerchandiseLine14-7MAKINGRESPONSIBLEDECISIONSEnvironmentallyFriendlyRetailingTakesOff!LO214-8CLASSIFYINGRETAILOUTLETSFORMOFOWNERSHIPLO2IndependentRetailerCorporateChain•Wholesaler-SponsoredVoluntaryChainsContractualSystems•Retailer-SponsoredCooperatives14-9CLASSIFYINGRETAILOUTLETSFORMOFOWNERSHIPLO2•FranchisingContractualSystemsBusiness-FormatFranchisesProduct-DistributionFranchises14-10Self-ServiceCLASSIFYINGRETAILOUTLETSLEVELOFSERVICELO2LimitedServiceFull-Service14-11FIGURE14-2Storesvaryintermsofthebreadthanddepthoftheirmerchandiselines14-12DepthofProductLineCLASSIFYINGRETAILOUTLETSTYPEOFMERCHANDISELINELO2•SpecialtyOutlets•CategoryKillersBreadthofProductLine•GeneralMerchandiseStores•ScrambledMerchandising14-13FIGURE14-AManyretailertypesdon’thavestores:customervs.retailerinvolvement14-14NONSTORERETAILINGLO3AutomaticVendingDirectMailandCatalogs14-15NONSTORERETAILINGLO3TelevisionHomeShoppingOnlineRetailing14-16NONSTORERETAILINGLO3TelemarketingDirectSelling•Do-Not-CallRegistryMaryKay14-17FIGURE14-3Elementsofaretailingstrategy14-18RETAILINGSTRATEGYRETAILPRICINGLO4RetailingMixOriginalMarkupMaintainedMarkupGrossMarginMarkdown14-19RETAILINGSTRATEGYRETAILPRICINGLO4EverydayLowPricing(EDLP)EverydayFairPricingBenchmarkorSignpostItemsOff-PriceRetailing•OutletStore14-20RETAILINGSTRATEGYSTORELOCATIONLO4CentralBusinessDistrict•AnchorStoresRegionalShoppingCentersStripMallPowerCenterMultichannelRetailers14-21MallofAmericaTVAdWhattypeofstorelocation?QuickTime?andaYUV420codecdecompressorareneededtoseethispicture.LO414-22RETAILINGSTRATEGYRETAILCOMMUNICATION&MERCHANDISELO4RetailCommunication•AtmosphereorAmbiance•ImageMerchandise•CategoryManagement•MarketingMetricsConsumerMarketingatRetail(CMAR)14-23USINGMARKETINGDASHBOARDSWhyAppleStoresMayBetheBestintheUnitedStates!SalesperSquareFoot($)andSameStoreGrowth(%)SameStoreGrowth(%)=StoreSalesYear2($)ŠStoreSalesYear1($)StoreSalesYear1($)100SalesperSquareFoot($)=TotalSales($)SellingAreainSquareFeet(#)LO414-24THECHANGINGNATUREOFRETAILINGTHEWHEELOFRETAILINGANDRETAILLIFECYCLELO5WheelofRetailingRetailLifeCycle14-25FIGURE14-4Thewheelofretailingdescribeshowoutletschangeovertime14-26FIGURE14-5Theretaillifecycledescribesthestageofgrowthanddeclineforretailoutlets14-27WHOLESALINGMERCHANTWHOLESALERSLO6MerchantWholesalers•Full-ServiceWholesalersGeneralMerchandise(Full-Line)WholesalersSpecialtyMerchandise(Limited-Line)Wholesalers14-28WHOLESALINGMERCHANTWHOLESALERSLO6RackJobbersCashandCarryWholesalersDropShippers/DeskJobbersTruckJobbersMerchantWholesalers•Limited-ServiceWholesalers14-29WHOLESALINGOTHERINTERMEDIARIESLO6AgentsandBrokers•Manufacturer’sAgents•SellingAgents•BrokersManufacturerItself•BranchOffices•SalesOffices14-30MALLOFAMERICA:SHOPPINGANDAWHOLELOTMOREVIDEOCASE1414-31VIDEOCASE14MALLOFAMERICA1.WhyhasMallofAmericabeensuchamarketingsuccesssofar?14-32VIDEOCASE14MALLOFAMERICA2.What(a)retailand(b)consumertrendshaveoccurredsinceMallofAmericawasopenedin1992thatitshouldconsiderwhenmakingfutureplans?14-33VIDEOCASE14MALLOFAMERICA3.(a)WhatcriteriashouldMallofAmericauseinaddingnewfacilitiestoitscomplex?(b)Evaluate(i)retailstores,(ii)entertainmentofferings,and(iii)hotelsonthesecriteria?14-34VIDEOCASE14MALLOFAMERICA4.WhatspecificmarketingactionswouldyouproposethatMallofAmericamanagerstaketoensureitscontinuingsuccessinattractingvisitors(a)fromthelocalmetropolitanareaand(b)fromoutsideofit?14-35RetailingRetailingconsistsofallactivitiesinvolvedinselling,renting,andprovidingproductsandservicestoultimateconsumersforpersonal,family,orhouseholduse.14-36ScrambledMerchandisingScrambledmerchandisingconsistsofofferingseveralunrelatedproductlinesinasingleretailstore.14-37TelemarketingTelemarketingconsistsofusingthetelephonetointeractwithandselldirectlytoconsumers.14-38RetailingMixTheretailingmixconsistsoftheactivitiesrelatedtomanagingthestoreandthemerchandiseinthestore,whichincludesretailpricing,storelocation,retailcommunication,andmerchandise.14-39MultichannelRetailersMultichannelretailersareretailersthatutilizeandintegrateacombinationoftraditionalstoreformatsandnonstoreforma