what marketing decisions do these marketing intermediaries make?
TRANSCRIPT
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