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UNIT 13: Retailing/ Wholesaling(bán lẻ/bán buôn) - Coggle Diagram
UNIT 13: Retailing/ Wholesaling(bán lẻ/bán buôn)
Retailing
selling products or services to final consumers
-mục đích cá nhân, phi thương mại
-doanh thu chủ yếu đến bán lẻ
Classify of Retailers
Self-service(Supermarkets)
Limited service
more service about product
Full-service
support customers in
every phase
of the shopping process,
higher prices
NARROW - WIDE
the number of different product lines
DEEP - SHALLOW
the number of brand in
1 product
Classify Price
Discount
lower prices, accep lower revenue and selling higher Q
Off-price retailers
only lower price when buy large Q
Warehouse clubs
(cửa hang clb nhà kho)
Big store, but far from city, lower price, factory level 2 or 3
Factory outlets
(thuật ngữ- đéo dịch)
goods form factory, brand, cheap,
Retailer types
Specialty stores
(cửa hàng chuyên biệt)
only 1 product line
Department stores
(bách hóa tổng hợp-nhỏ)
many product lines
Supermarkets
Convenienc
(cửa hàng tiện lợi)
small store, limit product line (cicleK)
Superstores
(đại siêu thị)
aeon, bigC
Category killers
(bán lẻ phá giá)
nguyễn kim, thế gioi gi dong
Service retailers
(bán lẻ dịch vụ)
only sell service: bank, hotel, airlines,...
Organizational
Corporate chains
(chuỗi doanh nghiệp)
2 or more store that are owned and controlled
(quản lý chung về hang tồn kho , cùng giảm giá)
Voluntary chains
(chuỗi tự nguyện)
independent retailers
Franchises
(thuật ngữ)
nhượng quyền thương mại, mất phí
Merchandise conglomerates
(tập đoàn bán lẻ)
boss owner of many retailers
marketing
RETAIL STRATEGY
-Select target customers
-Store positioning
(định vị cửa hàng)
MARKETING MIX
-price
-promotion
-location
Create Value for targeted retail customers
Retail Pricing (giá)
price ↑, Q↓
price↓, Q↑
strategy of sale:
high low pricing
everyday low pricing
Retail Promotion
use all promotion tools: advertising, personal selling, sales promotion, public relations, and direct(trực tiếp) marketing to reach(tiếp cận) consumers
Retail Location
Select locations that easy approach(tiếp cận) the target market in areas, suitable retailer’s positioning(định vị)
Location options
Central business district
(trung tâm thương mại) - đắt
Shopping centers
(trung tâm mua sắm) - chợ
Regional malls
(trung tâm mua sắm theo khu vực)
Community centers
(trung tâm mua sắm cộng đồng) - chợ Hola
Neighborhood centers
(trung tâm mua sắm lân cận)-gần mình
Power centers
(gian hàng di động)
Lifestyle centers
(vừa chơi vừa mua hàng) - aeon
Future of retailing
new types of retailing: Nonstore(k cửa hàng):online
have many mega supermarket
Shortening Retail Life Cycles
Technology
inventory control, electronic ordering, transfer of information, scanning, online transaction processing, improved merchandise handling systems, and the ability to connect with customers.
Globalization
(toàn cầu hóa)- develop
Wholesaling
Wholesaler functions
Selling and promoting
Assortment building
Wholesalers can select items and build assortments needed by their customers
Bulk breaking
breaking large lots into small quantities
Warehousing
(kho bãi)
Transportation
Financing
suppor finance
Risk bearing
cost of theft, damage, spoilage, and obsolescence.
Market information
Wholesalers give information to suppliers and customers about competitors, new products, and price developments.
Management services and advice
help retailers train their sales clerks(nhân viên), improve store layouts and displays, set up inventory control systems.
Includes all activities selling goods and services to buying for resale or business use
service
Full-service
All above services apply,
support for retailers
Limited-service
Main selling, providing little service
Brokers and agents
brings buyers and sellers together and support in negotiation(đàm phán)
Manufacturers’ sales branches (chi nhánh)
Trung gian do chính bán buôn đặt