SLIDE - Quản trị bán lẻ, bán sỉ và hậu cần thị trường potx

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 0 in Chapter 15
Chapter 15Chapter 15
Quản trị bán lẻ, bán sỉ và Quản trị bán lẻ, bán sỉ và
hậu cần thị trườnghậu cần thị trường
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 1 in Chapter 15
Mục tiêuMục tiêu
 Xác định các kiểu tổ chức trong
lĩnh vực này.
 Tìm hiểu những quyết định
marketing nào được thực hiện
trong lĩnh vực này.
 Hiểu những xu hướng chính trong
lĩnh vực này.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 2 in Chapter 15
Bán lẻBán lẻ
Các vấn đề về bán lẻ
 Các kiểu nhà bán lẻ
 Các quyết định
marketing
 Các xu hướng bán
lẻ
 Chu kỳ sống bán lẻ
 Vòng quay bán lẻ
 Các mức độ dịch
vụ

 Các chiến lược
định vị bán lẻ
 Bán lẻ không tồn
kho
 Tổ chức bán lẻ
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 3 in Chapter 15
Bán lẻBán lẻ
 Cửa hàng chuyên
dụng
 Cửa hàng bách
hóa
 Siêu thị
 Cửa hàng chiết
khấu
 Cửa hàng tiện
dụng
 Nhà bán lẻ giá rẻ
(Off-price)
 Cửa hàng lớn
Các kiểu nhà bán lẻ quan trọng
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 4 in Chapter 15
Bán lẻBán lẻ
 Các loại cửa hàng bán lẻ trải qua các
giai đoạn của chu kỳ sống.
 Chu kỳ sống của bán lẻ mô tả những
loại cửa hàng mới ra đời như thế

nào.
 Các nhà bán lẻ có thể cung ứng một
trong bốn mức dịch vụ sau:
– Tự phục vụ, tự lựa chọn, dịch vụ hạn
chế và dịch vụ trọn gói
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 5 in Chapter 15
Bán lẻBán lẻ
 Bốn chiến lược định vị bán lẻ bao
gồm:
– Bloomingdale’s
– Tiffany
– Sunglass Hut
– Wal-Mart
 Bán lẻ không qua cửa hàng tăng
trưởng nhanh hơn bán lẻ qua cửa
hàng
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 6 in Chapter 15
Bán lẻBán lẻ
 Corporate
chain store
 Voluntary
chain
 Retailer
cooperative
 Consumer
cooperative

 Franchise
organization
 Merchandising
conglomerate
Các loại tổ chức bán lẻ quan trọng
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 7 in Chapter 15
RetailingRetailing
Retailing Basics
 Types of retailers
 Marketing
decisions
 Retailing trends
 Target market
 Product assortment
and placement
 Services mix and
store atmosphere
 Price
 Promotion
 Place
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 8 in Chapter 15
RetailingRetailing
 General business
district
 Regional
shopping center

 Community
shopping center
 Strip mall
(shopping strip)
 Location within a
larger store or
operation
Location Options for Retailers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 9 in Chapter 15
RetailingRetailing
Retailing Basics
 Types of retailers
 Marketing
decisions
 Retailing trends
 New retail forms
 Intertype competition
 Growth of giant
retailers
 Technology
 Global expansion
 Selling experiences
 Competition between
store-based and non-
store-based retailing
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 10 in Chapter 15

WholesalingWholesaling
Wholesaling
 Wholesaling basics
 Types of
wholesalers
 Marketing decisions
 Wholesaling trends
 Wholesaling excludes
manufacturers, farmers,
and retailers
 Wholesalers differ from
retailers in three key
ways
 Wholesalers handle
many functions more
efficiently than do
manufacturers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 11 in Chapter 15
WholesalingWholesaling
 Selling and
promoting
 Buying and
assortment
building
 Bulk breaking
 Warehousing
 Transportation
 Financing

 Risk bearing
 Market information
Wholesaler Functions
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 12 in Chapter 15
WholesalingWholesaling
Wholesaling
 Wholesaling basics
 Growth and types
of wholesalers
 Marketing decisions
 Wholesaling trends
 Wholesalers vary in type
and function
 Wholesaling has been
growing due to two key
factors:
– Many factories are located
far from buyers
– An increasing need to
adapt product quantities,
features, or packages to
meet buyer needs
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 13 in Chapter 15
WholesalingWholesaling
 Merchant
wholesalers

 Full-service
wholesalers
 Limited-service
wholesalers
 Brokers & agents
 Brokers
 Agents
 Manufacturers’ and
retailers’ branches
and offices
 Miscellaneous
wholesalers
Major Wholesaler Types
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 14 in Chapter 15
WholesalingWholesaling
Wholesaling
 Wholesaling basics
 Types of
wholesalers
 Marketing decisions
 Wholesaling trends
 Target market
 Product assortment
and placement
 Price
 Promotion
 Place
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2

nd
Edition Slide 15 in Chapter 15
WholesalingWholesaling
Wholesaling
 Wholesaling basics
 Types of
wholesalers
 Marketing decisions
 Wholesaling trends
 Direct buying trends
initially threatened
wholesalers
 Wholesalers have
adapted by:
– Adding value
– Reducing costs
– Strengthening
relationships with
manufacturers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 16 in Chapter 15
Market LogisticsMarket Logistics
 Interrelated Aspects Associated with
Market Logistics:
– Physical distribution
– Supply chain management (SCM)
– Value network
– Demand chain planning
– Market logistics

– Integrated logistics systems (ILS)
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 17 in Chapter 15
Market LogisticsMarket Logistics
Key Elements
 Market-logistics
objectives
 Market-logistics
decisions
 Market logistics
lessons
 Logistics involve trade-
offs between costs and
customer service
 Maximizing profits, not
sales, is key
 A total system basis
should be considered
 Designing a system that
will minimize the cost of
achieving objectives
should be the outcome
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 18 in Chapter 15
Market LogisticsMarket Logistics
M = T + FW + VW + S
Where . . .
M = total market-logistics cost of proposed system;

T = total freight cost of proposed system;
FW = total fixed warehouse cost of proposed system;
VW = total variable warehouse cost of proposed system
S = total cost of lost sales due to average delivery delay
Calculating the Cost of
Market-Logistics Systems
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 19 in Chapter 15
Market LogisticsMarket Logistics
Key Elements
 Market-logistics
objectives
 Market-logistics
decisions
 Market logistics
lessons
 Order processing
 Warehousing
– Storage, distribution,
automated warehouses
 Inventory
– Determine reorder point,
relevant cost comparison,
optimal order quantity
 Transportation
– Containerization
– Private vs. contract
carriers
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2

nd
Edition Slide 20 in Chapter 15
Market LogisticsMarket Logistics
Key Elements
 Market-logistics
objectives
 Market-logistics
decisions
 Market logistics
lessons
 A senior V.P. is needed
as the single contact
point for all logistical
elements
 Senior V.P. must
maintain close control
 Software and systems
are essential for
competitively superior
logistics performance