營(yíng)銷管理ch17-零售與直銷-免費(fèi)閱讀
【正文】 2023年 1月 30日星期一 下午 4時(shí) 34分 42秒 16:34: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過(guò)于提升自我。 2023年 1月 30日星期一 4時(shí) 34分 42秒 16:34:4230 January 2023 ? 1空山新雨后，天氣晚來(lái)秋。 , January 30, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 :34:4216:34Jan2330Jan23 ? 1故人江海別，幾度隔山川。 Houghton Mifflin Company. All rights reserved. Strategic Issues in Retailing (cont’d) ? Scrambled Merchandising – The addition of unrelated products and product lines to an existing product mix, particularly fastmoving items that can be sold in volume – Intent of scrambled merchandising ? Convert stores into onestop shopping centers ? Generate more customer traffic ? Realize higher profit margins ? Increase impulse purchases 27 Copyright 169。 Houghton Mifflin Company. All rights reserved. Major Types of Retail Franchises ? Manufacturer Authorization – Product producer licenses retailers to sell its brand name product(s) ? Distributor Authorization – Product producer licenses distributors to sell its brand name product to retailers ? Producer Authorization – Franchiser supplies brand names, production techniques, or other services to franchisee while maintaining development and control of marketing strategies 21 Copyright 169。 Houghton Mifflin Company. All rights reserved. Direct Marketing (cont’d) ? Catalog Marketing – A type of marketing in which an anization provides a catalog from which customers can make selections and place orders by mail, telephone, or the Inter ? Consumer advantages are efficiency and convenience ? Marketer advantages are lower location, facility, selling, and operating costs. ? Disadvantages are inflexibility and limited selection and local service availability. 13 Copyright 169。 Houghton Mifflin Company. All rights reserved. 5 Copyright 169。 Houghton Mifflin Company. All rights reserved. Major Types of Retail Stores ? GeneralMerchandise Retailers – A retail establishment that offers a variety of product lines – Department stores ? Large retail anizations characterized by wide product mixes and anized into separate departments to facilitate marketing efforts and internal management – Discount stores ? Selfservice, general merchandise stores offering brand name and private brand products at low prices 6 Copyright 169。 Houghton Mifflin Company. All rights reserved. Direct Marketing (cont’d) ? DirectResponse Marketing – A type of marketing that occurs when a retailer advertises a product and makes it available through mail or telephone orders ? Telemarketing – The performance of marketingrelated activities by telephone 14 Copyright 169。 Houghton Mifflin Company. All rights reserved. Franchising (cont’d) ?Advantages – Enables startup with limited capital
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