Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

(1)

(2)

Objectives



Retailing



Wholesaling

(3)

Four Levels of Retail Service



Self-service



Self-selection



Limited-service

(4)

Retail Positioning Map

(5)

Classification Of Retailer Types

Specialty Stores Specialty Stores Department Stores Department Stores Supermarkets Supermarkets Convenience Stores Convenience Stores Off-Price Retailer Off-Price Retailer Superstores Superstores Catalog Showroom Catalog Showroom

Wide Variety of Product Lines i.e. Clothing, Home Furnishings, & Household Items

Wide Variety of Food, Laundry, & Household Products

Limited Line of High-Turnover Convenience Goods

Limited Line of High-Turnover Convenience Goods

Inexpensive, Overruns, Irregulars, and Leftover Goods

Large Assortment of Routinely Purchased Food & Nonfood Products, Plus Services

Broad Selection, Fast Turnover, Discount Prices

Broad Selection, Fast Turnover, Discount Prices

Narrow Product Line, Deep Assortment

Store Type

Length and Breadth of Product

Assortment

Discount Stores

Discount Stores Broad Product Line, Low Margin, High Volume

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Types of NonStore Retailing

Direct Selling

Direct Marketing

Buying Services

NonStore Retailing

Accounts for More

Than 12% of All

Consumer

Purchases, and is

trending up.

Automatic Vending

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Low Price

Low Status

Low Margin

Mid Price

Mid Status

Mid Margin

High Price

High Status

High Margin

Wheel of Retailing

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Why are Wholesalers Used?

Wholesaler

Functions

Management Services & Advice

Management

Services & Advice Selling and_Promoting Selling and

Promoting

Market Information

Market

Information _{Assortment Building}Buying and Buying and

Assortment Building

Risk Bearing

Risk Bearing Bulk Breaking_{Bulk Breaking}

Transporting Transporting Financing

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Goals of the Logistics System

•

Provide a Targeted Level of Customer Service at

the Least Cost.

•

Maximize Profits, Not Sales.

Higher Distribution Costs/

Higher Customer Service Levels

Lower Distribution Costs/

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Inventory

When to order How much to order

Just-in-time

Inventory

When to order How much to order

Just-in-time

Costs

Minimize Costs of Attaining Logistics

Objectives

Costs

Minimize Costs of Attaining Logistics Objectives

Warehousing

Storage Distribution

Warehousing

Storage Distribution

Order Processing

Submitted Processed Shipped

Order Processing

Submitted Processed Shipped

Logistics

Functions

Transportation

Water, Truck, Rail, Pipeline & Air

Logistics Systems

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Rail

Nation’s largest carrier, cost-effective for shipping bulk products, piggyback

Rail

Nation’s largest carrier, cost-effective for shipping bulk products, piggyback

Truck

Flexible in routing & time schedules, efficient for short-hauls of high value goods

Truck

Flexible in routing & time schedules, efficient for short-hauls of high value goods

Water

Low cost for shipping bulky, low-value goods, slowest form

Water

Low cost for shipping bulky, low-value goods, slowest form

Pipeline

Ship petroleum, natural gas, and chemicals from sources to markets

Pipeline

Ship petroleum, natural gas, and chemicals from sources to markets

Air

High cost, ideal when speed is needed or to ship high-value, low-bulk items

Air

High cost, ideal when speed is needed or to ship high-value, low-bulk items

Transportation Modes

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1. Speed.

2. Dependability.

3. Capability.

4. Availability.

5. Cost.

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Rating Transportation Modes

Rail

Rail 33 44 22 22 33 Water

Water 44 55 11 44 11 Truck

Truck 22 22 33 11 44 Pipeline

Pipeline 55 11 55 55 22 Air

Air 11 33 44 33 55

Source:

Source: See Carl M. Guelzo; See Carl M. Guelzo; Introduction to Logistics Management Introduction to Logistics Management Englewood Cliffs, NJ:Englewood Cliffs, NJ: Prentice Hall, 1986), p. 46.

Prentice Hall, 1986), p. 46.

(Door-to-door delivery time) (Meeting Schedules on Time) (Ability to Handle Various Products) (No. of Geographic Points Served) (Per Ton-Mile)

(14)

Review



Retailing



Wholesaling