tailieunhanh - Lecture Marketing channel strategy: Chapter 6 - TS. Đinh Tiến Minh

Learning objectives: Describe the types of retail structures that exist worldwide, explain how a retail positioning strategy flows from both cost-side and demand-side factors, define the retailers positioning strategy as a set of service outputs delivered to the market, recognize important trends and developments on the consumer and channel sides that affect retail management and other contents. | 03/04/18 Chapter 6: Retailing Structures and Strategies DINH Tien Minh LEARNING OBJECTIVES Describe the types of retail structures that exist worldwide. Explain how a retail positioning strategy flows from both cost-side and demand- side factors. Define the retailers positioning strategy as a set of service outputs delivered to the market. Recognize important trends and developments on the consumer and channel sides that affect retail management. Outline the power and coordination issues facing retailers and their suppliers, as well as how suppliers respond to retailers’ use of power to influence channel behavior. RETAIL STRUCTURES Retailing consists of the activities involved in selling goods and services to ultimate consumers for their personal consumption. A retail sale is one in which the buyer is the ultimate consumer, rather than a business or institutional purchaser. A wholesale sale refers to purchases for resale or for business, industrial, or institutional uses. 1 03/04/18 RETAIL POSITIONING STRATEGIES Cost-Side Positioning Strategies Demand-Side Positioning Strategies Cost-Side Positioning Strategies In a high-service retailing system, margins are higher, but turnover (., the number of times inventory on the shelf turns over in a specified period, usually a year) is lower. In low-price retailing systems, the opposite holds: low margins, high inventory turnover, and minimal service levels. Whether the retail strategy should emphasize the low margins and high turnover or else seek high margins at low turnover? Cost-Side Positioning Strategies Strategic profit model (SPM) Gross margin return on inventory investment (GMROI) Gross margin per full-time equivalent employee (GMROL) Gross margin per square foot (GMROS) 2 03/04/18 Demand-Side Positioning Strategies Bulk breaking Spatial convenience Waiting and delivery time Product variety Customer service Taxonomy of Retail Positioning .

• Marketing - Bán hàng
• Lecture Marketing channel strategy
• Marketing channel strategy
• Quản trị kênh phân phối
• Kênh phân phối
• Retailing structures
• Retail positioning strategy
• Make or buy channel analysis
• Channel analysis
• Designing channel structures
• Designing channel strategies
• Define a marketing channel
• Marketing channels
• Auditing marketing channels
• Segmenting and targeting
• End User analysis
• Service outputs
• Wholesaling structures
• Giới thiệu môn học
• Đề cương môn học
• Basic Marketing
• Lecture Basic Marketing
• Marketing strategy
• Strategic market planning
• Price setting
• Channel pricing