what marketing decisions do these marketing intermediaries make?

MANAGING

Retailer

Wholesaler

CHAPTER 15-

What marketing decision they make?

What marketing decision they make?

Retailers Wholesalers Logistic Organisation

What marketing decision they make?

• How to sell?

• Whom to sell?

• What price dynamics to offer?

• What can we provide better than competitor?

SEGMENT AND IDENTIFY

TARGET AUDIENCE

So their marketing strategy are

Customer Centric

They provide great ambience No Table Service But Unlimited Time

Innovative Retail Organisation

They hire Hard-core gamers as staff. They trade old games for new ones.

Nonstore Retailing

Direct Selling Direct Marketing

They sell directly door-to-door

Nonstore Retailing

Automatic Vending Machine Buying Services

They offer 24 hour selling

Corporate Retail Organisation

They build franchisee locally to manage business

New Retail Environment

People re-think new marketing strategy

Channels

Mission - To reach maximum customers

Product Assortment

WHY–To think how to differentiate your product?

.”

WHO –

Brookstone offered unusual tools and gadgets in a “toy store for grown-ups

Procurement

WHY–How to acquire quality goods at best price externally ?

WHO –Trader Joe’s adopted “Less is more” philosophy and stocked only 3000 products compared to 55000 .

Store atmosphere WHY–Atmosphere in stores that can help stores sell?

WHO – Bass pro shop includes aquariums, archery, rifle indoors in store for free and attract tourists too

MARKET

LOGISTICS

Intergrated Logistics Systems

Sales Forecast How can I schedule my production and distribution?

How to reduce waste in manufacturing and still get better output?

WAREHOUSING STORAGE.DISTRIBUTION.AUTOMATION

INVENTORY How to balance risks of ordering?

TRANSPORTATION