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1、Chapter17ManagingRetailing,Wholesaling,andMarketLogisticsMarketingManagementTenthEditionPhilipKotlerObjectivesRetailingWholesalingMarketLogisticsFourLevelsofRetailServiceSelf-serviceSelf-selectionLimited-serviceFull-serviceRetailPositioningMapBloomingd
2、ale’sKinneyShoeWal-MartTiffanyBroadNarrowBreadthofproductlineValueaddedLowHighClassificationOfRetailerTypesSpecialtyStoresDepartmentStoresSupermarketsConvenienceStoresOff-PriceRetailerSuperstoresCatalogShowroomWideVarietyofProductLinesi.e.Clothing,Home
3、Furnishings,&HouseholdItemsWideVarietyofFood,Laundry,&HouseholdProductsLimitedLineofHigh-TurnoverConvenienceGoodsInexpensive,Overruns,Irregulars,andLeftoverGoodsLargeAssortmentofRoutinelyPurchasedFood&NonfoodProducts,PlusServicesBroadSelection,FastTurn
4、over,DiscountPricesNarrowProductLine,DeepAssortmentStoreTypeLengthandBreadthofProductAssortmentDiscountStoresBroadProductLine,LowMargin,HighVolumeTypesofNonStoreRetailingDirectSellingDirectMarketingBuyingServicesNonStoreRetailingAccountsforMoreThan12%o
5、fAllConsumerPurchases,andistrendingup.AutomaticVendingLowPriceLowStatusLowMarginMidPriceMidStatusMidMarginHighPriceHighStatusHighMarginNewEntrantsWheelofRetailingWhyareWholesalersUsed?WholesalerFunctionsManagementServices&AdviceSellingandPromotingMarke
6、tInformationBuyingandAssortmentBuildingRiskBearingBulkBreakingTransportingFinancingWarehousingGoalsoftheLogisticsSystemProvideaTargetedLevelofCustomerServiceattheLeastCost.MaximizeProfits,NotSales.HigherDistributionCosts/HigherCustomerServiceLevelsLowe
7、rDistributionCosts/LowerCustomerServiceLevelsInventoryWhentoorderHowmuchtoorderJust-in-timeCostsMinimizeCostsofAttainingLogisticsObjectivesWarehousingStorageDistributionOrderProcessingSubmittedProcessedShippedLogisticsFunctionsTransportationWater,Truck
8、,Rail,Pipeline&AirLogisticsSystemsRailNation’slargestcarrier,cost-effectiveforshippingbulkproducts,piggybackTruckFlexibleinrouting×chedules,efficientforshort-haulsofhighvaluegoodsWaterLowcostforshippingbulky,low-valuegoods,slowestf