Maintaining Retailing,wholesaling and logistics

What marketing decisions do these marketing intermediaries make ?

Marketing decisions made by retailers and wholesalers:

They must define and profile the target market

no wholesaler or retailer can serve everyone

1 Target markets

2 Channels

they must decide which channels to employ to reach their customers

3 product assortment

the product assortment must match the target market's shopping expectations

4 Procurement

procurement is the acqusition of goods,sevices or works from an outside external source

5 Prices

prices must be set in relationship to the target market

6 Services

pre- purchase servicepost- purchase service ancillary service

7 Store atmosphere

Every store has a physical layout which makes it hard or easy to move

8Store activities and experiences

stores also use store experience as a strong defrentiator

9 communications

they use a wide range of methods to generate traffic and purchases

10 Location

decide their location based on :- traffic counts- surveys of consumer shopping habits- analysis of competitive locations

Marketing decisions made by logistics:

1 order processing

companies try to shorten the order-to-payment cycle

2 Warehousing

every company must store finished goods,because production and consumption cycle rarely match

3 inventory

inventory management involves : deciding at what stock level to place a new order deciding how much to order

4 transportation

transportation choices affect product pricing,on time delivery performance,and the conditions of the goods when they arrive

thankyou

Created by:Tarun Gupta IIT Delhi