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PUSH STRATEGY
Induce intermediaries to carry, promote, and
sell the product to end users
PULL STRATEGY
Persuade consumers to demand the product
from the intermediaries
Multichannel Marketing
Two or more marketing channels are used to reach customer
SOCIAL MEDIA
PHONE COMMUNICATION
TITLE FLOW
PAYMENT FLOW
INFORMATION FLOW
PROMOTION FLOW
Marketing Channels
CHANNEL LEVELS
EVALUATING
CHANNEL MEMBERS Performance vs. Standards
3 Types of VMS
1. Corporate VMS
2. Administered VMS
3. Contractual VMS
Types of VMS
1. Corporate VMS
2. Administered VMS
Online Retailers
CONFLICT,
COOPERATION
AND
COMPETITION
Types of Conflict and Competition
Horizontal Channel Conflict
01 occurs between channel members at the same
level
Multichannel conflict
03 exists when the manufacturer has established
two or more channels that sell to the same
market.
Causes of Channel
Conflict
Goal Incompatibility 01
Differences in perception 03
Intermediaries’ dependence 04
on the manufacturer
Strategies to Manage Channel
Conflicts
Superordinate goals Co-option
Strategic Justification
Diplomacy, Mediation
Employee exchange & Arbitration
Dual compensation
60
Offer offline partners higher
commissions to cushion negative
40
impact
20
Take orders online but have retailers
deliver and collect payment
0
M Commerce
Marketing
Practices
Mobile Commerce
MANAGING RETAILING
Presented by:
Rhenz Haldos
Outline
01 Defining Retailing
03
Retail Marketing Decisions
Defining Retailing 01
Retailing
Retailing includes all the
activities in selling goods or
services directly to final
consumers for personal,
non business use.
Types of Retailers &
New Retail Environment
02
Store Retailers
Different format of store
retailers will have different
consumer preferences for
service levels and specific
services, positioning
themselves as offering one
of four levels of service:
1. Self Service
2. Self-Selection
3. Limited Service
4. Full Service
Major Types of Store Retailers
Nonstore Retailing
1. Direct Selling
2. Direct Marketing
3. Automatic Vending
4. Buying Service
Corporate Retailing
These organizations achieve
economies of scale, greater
purchasing power, wider brand
recognition and better-trained
employees, under four types:
It is a brand that
retailers and
wholesalers
develop.
TOP 10 PRIVATE LABEL CATEGORIES
Role of Private
Labels
Why do
intermediaries
sponsor their
own brands?
Manufacturer’s Response to the Private Label
Threat
01 Fight selectively
02 Partner effectively
03 Innovative brilliantly
03 Bulk breaking
04 Warehousing
05 Transportation
06 Financing
07 Risk bearing
08 Market information
The elapsed time Every company must Salespeople would Transportation choices
between an store finished goods like their companies affect product pricing,
order’s receipt, until they are sold, to carry enough stock on-time delivery
delivery and because production to fill all customer performance, and
payment. and consumption orders immediately condition of goods
cycles rarely match affect customer
satisfaction
Determining Optimal Order Quantity
Market-logistics strategies must be
derived from business strategies, rather
than solely from cost considerations.
The logistics system must be
information-intensive and establish
electronic links among all the significant
parties. Finally, the company should set
its logistics goals to match or exceed
Organizational
competitors’ service standards and
should involve members of all relevant
Lessons
teams in the planning process.
ZARA 04
About the Company
Story
Zara’s story begins with the opening of our first store in the
Spanish coastal city of A Coruña in 1975, an early milestone in
the company’s long history.
Core Values
Over the years, Zara has remained faithful to its core values,
expressed simply in the same four key words that define all
our stores: beauty, clarity, functionality and sustainability.
Customer Experience
Zara’s Join Life collection and the eco-stores are two examples of
developments. The installation of clothing recycling containers
in-store and a scheme providing for free at-home collection of used
garments to complement the delivery of online orders.
ZARA’s COMPETITORS
What are the differences?
ZARA H&M
Spain, 1975 (2,200 stores) Sweden, 1947 (4,968 stores)
Numerous styles: “Customer co- Predict what the trends will be and
creation” produce twice a year