对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 15 Wholesaling, Retailing, Online Marketing and Logistics

Principles of Marketing 15-1 Session 15 Wholesaling,Retailing, Online Marketing and Logistics Text:Chapters 13,17 制卧经价蜀易大考 国际商学院市场营销学系

Principles of Marketing Wholesaling, Retailing, Wholesaling, Retailing, Online Marketing Online Marketing and Logistics and Logistics 15 － 1 15 － 1 Session 15 Session 15 Text: Chapters 13, 17

Outline 15-2 I.Wholesaling II.Retailing III.Direct Marketing Online Marketing IV.Logistics 国际商学院市场营销学系

Outline I. Wholesaling I. Wholesaling II. Retailing II. Retailing III. Direct Marketing III. Direct Marketing & Online Marketing & Online Marketing IV. Logistics IV. Logistics 15－2 15－2

I.Wholesaling 15-3 What is Wholesaling? > Functions Of Wholesaling > Types of Wholesalers > Wholesaler Marketing Decisions 制卧经价蜀易大考 国际商学院市场营销学系

¾ What is Wholesaling? ¾ Functions Of Wholesaling ¾ Types of Wholesalers ¾ Wholesaler Marketing Decisions I. Wholesaling I. Wholesaling 15－3 15－3

What is Wholesaling? 15-4 >All the activities involved in selling goods and services to those buying for resale or business use. >Wholesaler-those firms engaged primarily in wholesaling activity. >Wholesalers buy mostly from producers and sell mostly to: Retailers, >Industrial consumers,and Other wholesalers 制卧价蜀易大考 国际商学院市场营销学系

What is Wholesaling? ¾ All the activities involved in selling goods and services to those buying for resale or business use. ¾ Wholesaler - those firms engaged primarily in wholesaling activity. ¾ Wholesalers buy mostly from producers and sell mostly to: ¾ Retailers, ¾ Industrial consumers, and ¾ Other wholesalers 15 － 4 15 － 4

Functions Of Wholesaling 15-5 >Selling and Promoting Buying and Assortment Bulk-Breaking >Warehousing Transporting >Financing >Risk Bearing Market Information > Management Advice ”制纤价策易大考 国际商学院市场营销学系

Functions Of Wholesaling ¾ Selling and Promoting ¾ Buying and Assortment ¾ Bulk-Breaking ¾ Warehousing ¾ Transporting ¾ Financing ¾ Risk Bearing ¾ Market Information ¾ Management Advice 15 － 5 15 － 5

Types of Wholesalers 15-6 Merchant Wholesalers Brokers and Agents >Manufacturer's Sales Branches and Offices 征制纤价贸多大学 国际商学院市场营销学系

Types of Wholesalers ¾ Merchant Wholesalers ¾ Brokers and Agents ¾ Manufacturer’s Sales Branches and Offices 15 － 6 15 － 6

Limited Service Wholesalers 15-7 Key Types of Limited Wholesalers Mail Order >Cash and Carry Truck Jobbers >Drop Shippers Rack Jobbers Producers Cooperative 制卧经价蜀易大考 国际商学院市场营销学系

Limited Service Wholesalers Key Types of Limited Wholesalers ¾ Mail Order ¾ Cash and Carry ¾ Truck Jobbers ¾ Drop Shippers ¾ Rack Jobbers ¾ Producers Cooperative 15 － 7 15 － 7

Wholesaler Marketing Decisions 5-8 Key Wholesaler Decision Areas >Target Market >Product Assortment >Price >Promotion >Place 制卧经价蜀易大考 国际商学院市场营销学系

Wholesaler Marketing Decisions Key Wholesaler Decision Areas ¾Target Market ¾Product Assortment ¾Price ¾Promotion ¾Place 15 － 8 15 － 8

ll.Retailing 15-9 What is Retailing? Classifications of Retail Outlets > Retailer Marketing Decisions 国际商学院市场营销学系

¾ What is Retailing? ¾ Classifications of Retail Outlets ¾ Retailer Marketing Decisions II. Retailing II. Retailing 15－9 15－9

What is Retailing? 15-10 Retailing includes all the activities Involved in Selling Goods or Services Directly to Final Consumers for Their Personal,Nonbusiness Use. Retailing can be done in stores(store retailing)or out of a store (nonstore retailing)such as: >Direct mail, >Catalogs, >Telephone, >Home shopping shows, >Internet. 制卧价蜀易大考 国际商学院市场营销学系

What is Retailing? Retailing includes all the activities Involved in Selling Goods or Services Directly to Final Consumers for Their Personal, Nonbusiness Use. Retailing can be done in stores (store retailing) or out of a store (nonstore retailing) such as: ¾Direct mail, ¾Catalogs, ¾Telephone, ¾Home shopping shows, ¾Internet. 15 －10 15 －10