Top 10 Concepts Marketing Management by Kotler & Keller 13th Edition.

1. Top 10 Concepts
Managing Retailing
Wholesaling and
Logistics
Lorelynn D. Papa, DDM
v49 AGSB Marketing Management MBA-Health
May 08, 2010
www.lorelynnpapa.blogspot.com

2. Chapter Overview:
1. Define : Retailing , Wholesaling , Logistics
2. What are the MAJOR TYPES of Retailing and
Wholesaling ?
3. How MARKET LOGISTIC DECISIONS
are made?
4. What are the MAJOR TRENDS in Logistics ?
www.lorelynnpapa.blogspot.com

3. Concept # 1
RETAILING : Selling directly to the
final consumers for personal,
nonbusiness use.

4. Concept # 2
Retailing has Eight (8) Major Types

5. Concept # 3
Retailing has Four (4) Levels of Service
Customers Locate - Compare - Select
Customers find their own goods but ask for assistance
Customers carry goods with credit & merchandise return policy
Salespeople are ready to assist but with high staffing cost

6. Concept # 4
Nonstore Retailing is growing much
faster than retailer stores
Storeless
Door to Door Selling Specific Clients
Multi Level
Network Marketing
Self Service
TV Shopping
Home Shopping Network Several Choices
E-bay
Convenient

7. RETAILING EXAMPLES

8. Retailer’s Marketing Decisions
• Target market
• Product Assortment
• Procurement
• Prices
• Services
• Store Atmosphere
• Store Activities
• Communications
• LOCATION

9. Concept # 5
FRANCHISING gives license to a franchisee to
carry out trade or service of the franchisor in
return for royalty payments

10. Concept # 6
WHOLESALING : Selling to those
who buy for resale or business use.
* Deal with Business Customers
* Transactions are usually larger
* Government has different legal regulation and taxes

11. Concept # 7
Wholesaling has six (6) major types

12. WHOLESALE EXAMPLE

13. Concept # 8
Both Retailers and Wholesalers have
to make decisions on the BEST WAY
to store and move goods/ services
to the market -- LOGISTICS

14. Market Logistic Planning
1. Decides on the company’s value
proposition to its customers
2. Decides on the best channel design and
network strategy
3. Develop operational excellence
4. Implementing the solution

15. Concept # 9
Market Logistics has major
decisions to consider

16. Concept # 10
New Trends in Logistics:
*Frequent deliveries
* Shorter order cycle times
* Direct store delivery
* Mixed Pallets
* Tighter promised delivery times
* Customized packaging, price tagging
and display building

17. Conclusion
1. Successful Retailers and Wholesalers
adapt their services to meet suppliers’ and
customers’ needs
2. MARKET LOGISTIC DECISIONS are the best
way to store and move goods and services to
market destinations.
3. MAJOR TRENDS in logistical efficiency have
come from advances in information technology

18. SUMMARY
• RETAILING vs. WHOLESALING
• 8 TYPES OF RETAILING
• 6 TYPES OF WHOLESALING
• FRANCHISING
• MARKET LOGISTICS
• MARKET LOGISTIC TRENDS

19. Top 10 Concepts
Managing Retailing
Wholesaling and
Logistics
Lorelynn D. Papa, DDM
v49 AGSB Marketing Management MBA-Health
May 08, 2010
www.lorelynnpapa.blogspot.com