Retailing and Wholesaling
零售与批发
Objectives 目标
Understand the roles of retailers and wholesalers in the marketing channel.
Know the major types of retailers.
Know the major types of wholesalers.
Understand the marketing decisions facing retailers and wholesalers.
解释在分销渠道中零售商和批发商的作用
描述主要的零售商类型并分别举例
识别主要的批发商类型并分别举例
阐释零售商和批发商面对的营销决策
Case Study 案例研究
Huge product assortment
Prices are 20% – 30% below hardware stores
Obsessed with offering high quality customer service
Lifetime value of customers: $25,000
Well-trained, highly motivated salespeople earn above average salaries
Customer problem solving is encouraged
Internet site offers many home improvement tips
One of today’s most successful retailers
Home Depot 家居货栈
Definitions 定义
Retailing
All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use.
Retailer
Business whose sales come primarily from retailing.
零售
与直接向最终消费者销售产品或服务以满足其个人的非商业目的相关的所有活动。
零售商
销售额主要来自零售的企业。
Specialty Stores
Department Stores
Supermarkets
Discount Stores
Convenience Stores
Off-Price Retailers
Superstores
专卖店
百货店
超级市场
折扣店
便利店
低价零售商
超级商店
Types of Retailers 零售商类型
Types of Retailers 零售商类型
Amount of service
服务的数量
Self-service retailers
Customers are willing to self-serve to save money
Discount stores
Limited-service retailers
Most department stores
Full-service retailers
Salespeople assist customers in every aspect of shopping experience
High-end department stores
Specialty stores
自助服务零售商
消费者愿意自助服务来省钱
折扣店
有限服务零售商
大多数百货商店
全面服务零售商
销售人员在购物过程的每个阶段都为顾客提供帮助和支持
一流的百货店
专卖店
Product lines 产品线
Specialty stores
Narrow product lines with deep assortments
Department stores
Wide variety of product lines
Supermarkets
Convenience stores
Limited line
Superstores
Food, nonfood, and services
Category killers
Giant specialty stores
专卖店
经营狭窄的产品线
百货店
经营种类繁多的产品线
超级市场
便利店
产品线有限
超级商店
食品、非食品商品和服务
类别杀手
巨型专卖店
Relative prices 相对价格
Discount stores
Low margins are offset by high volume
Off-price retailers
Independent off-price retailers
TJ Maxx, Marshall’s
Factory outlets
Levi Strauss, Reebok
Warehouse clubs
Sam’s Club, Costco
折扣店
通过销售较大的批量，接受较低的毛利
低价零售商
独立低价零售商
TJ Maxx, Marshall’s
厂家门市部
Levi Strauss, Reebok
仓储俱乐部
Sam’s Club, Costco
Organizational approach
零售的组织形式
Corporate chain stores
Commonly owned / controlled
Voluntary chains
Wholesaler-sponsored groups of independent retailers
Retailer cooperatives
Groups of independent retailers who buy in bulk
Franchise organizations
Based on something unique
Merchandising conglomerates
Diversified retailing lines and forms under central ownership
公司制连销店
由两家或更多共同所有和控制的商店组成
自愿连锁
由批发商发起，进行大批采购和共同推销的独立零售商群体
零售商合作社
组成一个集中采购组织并采取共同促销活动的独立零售商群体
特许经营组织
基于某一独特方面
商业集团
整合数条不同的零售线并且按照集中所有权形成的自由形式的公司。
Retailing 零售
Retailer Marketing Decisions
Target marketing and positioning
Product assortment, service mix, store’s atmosphere
Price
Promotion
Place (location)
零售商营销决策
目标市场和定位决策
产品组合和服务决策
价格决策
促销决策
渠道决策
Retailing 零售
The Future of Retailing
New retail forms and shortening retail life cycles
Wheel-of-retailing concept
Growth of nonstore retailing
Mail-order, television, phone, online shopping
Retail convergence
零售业的未来
新的零售业态和缩短的零售生命周期
零售概念轮
非店铺零售业的发展
邮购、电视购物、电话购物、网上购物
零售集中
Retailing 零售
The Future of Retailing
Rise of megaretailers
Growing importance of retail technology
Global expansion of major retailers
Retail stores as “Communities” or “Hangouts”
零售业的未来
巨型零售商的兴起
越来越重要的零售技术
主要零售商的全球性扩张
作为“社区群体”和“招牌标识”的零售店
Definitions 定义
Wholesaling
All activities involved in selling goods and services to those buying for resale or business use.
Wholesaling
A firm engaged primarily in wholesaling activity.
批发
将产品和服务出售给把它们再次出售或用于商业用途的对象的全部活动
批发
从事批发活动的企业
Wholesaling 批发
Wholesalers add value by performing the following functions:
Selling and promoting
Buying and assortment building
Bulk-breaking
Warehousing
Transportation
批发商通过执行下述职能增加价值：
销售和促销
采购和产品类别管理
化整为零
仓储运输
Wholesaling 批发
Wholesalers add value by performing the following functions:
Financing
Risk bearing
Marketing information
Management services and advice
批发商通过执行下述职能增加价值：
融资
承担风险
市场信息
管理服务和建议
Merchant Wholesalers
独立批发商
Full-service wholesalers
Wholesale merchants
Industrial distributors
Limited-service wholesalers
Cash-and-carry wholesalers
Truck wholesalers (jobbers)
Drop shippers
Rack jobbers
Producer’s cooperatives
Mail-order wholesalers
完全服务批发商
批发商人
产业分销商
有限服务批发商
收现自运批发商
卡车批发商
直运批发商
专柜寄售批发商
生产商合作社
邮购批发商
Brokers and Agents
经纪人和代理商
Brokers
Bring buyers and sellers together and assist in negotiation
Agents
Manufacturers’ agents
Selling agents
Purchasing agents
Commission merchants
经纪人
把买卖双方撮合到一起并帮助商谈。
代理商
制造商的代理商
销售代理商
采购代理商
佣金商人
Manufacturers’ and retailers’ branches and offices
制造商和零售商的分支和办公室
Sales branches and offices
Branches carry inventory: lumber, auto equipment, parts
Offices do not carry inventory: dry goods
Purchasing officers
Perform roles similar to brokers and agents, however these individuals are employees of the organization
销售分支和办公室
销售分支掌管存货：木材、汽车设备与配件业
销售办公室不掌管存货：干货
采购办公室
扮演着和经纪人或代理商相似的角色，但是属于买方组织的一部分。
Wholesaling 批发
Wholesaler Marketing Decisions
Target market and positioning
Targeting may be made on the basis of size of customer, type of retailer, need for service.
Marketing mix decisions
Product and service assortment: inventory, line
Pricing: usual markup on COG is 20%
Promotion: largely disorganized and unplanned
Place: location, facilities
批发商营销决策
目标市场和定位决策
可以根据客户规模、客户类型、对服务的需要选择目标客户群。
营销组合决策
产品和服务分类：存货、产品线
价格通常是成本加上20%
促销通常缺乏组织和计划
分销地点：地点和设施
Wholesaling 批发
Trends in Wholesaling
Price competition is still intense
Successful wholesalers must add value by increasing efficiency and effectiveness
The distinction between large retailers and wholesalers continues to blur
More services will be provided to retailers
Many wholesalers are going global
批发业的趋势
价格竞争依然激烈
成功的批发商必须通过提高效率和有效性实现增值
大型零售商和批发商间的界限越来越模糊
批发商会继续增加他们提供给零售商的服务
许多大批发商现在正走向全球
