（本科）市場營銷專業(yè)英語Chapter 8ppt課件（全）

1、市場營銷專業(yè)英語Chapter 8PPT模板下載：/moban/ 行業(yè)PPT模板：/hangye/ 節(jié)日PPT模板：/jieri/ PPT素材下載：/sucai/PPT背景圖片：/beijing/ PPT圖表下載：/tubiao/ 優(yōu)秀PPT下載：/xiazai/ PPT教程： /powerpoint/ Word教程： /word/ Excel教程：/excel/ 資料下載：/ziliao/ PPT課件下載：/kejian/ 范文下載：/fanwen/ 試卷下載：/shiti/ 教案下載：/jiaoan/ 市場營銷專業(yè)英語Chapter 8 Distribution StrategiesRet

2、ailers and Wholesalers8.18.2Trade Shows8.3Online Marketing and Directmail Marketing8.1 Retailers and Wholesalers CaseWholesale Drug Buyers Call the TuneThe US market is a key market for global pharmaceutical firms. In recent years, many drug firms have had to adapt to changes in the US healthcare sy

3、stem. Two major trends have been the heightened pressure on reducing costs and the growing prominence of a new breed of distributors, known as Pharmacy Benefit Managers (PBMs), and their formularieslists of recommended drugs they maintain8.1 Retailers and Wholesalerswhich doctors are steered towards

4、 when prescribing. The wholesale drug distributors in the United States, therefore, have a very powerful weapon in their armouryif a drug that the doctor prescribes is not included in its formulary, the doctor is likely to get a call from the distributor suggesting that he or she should switch to an

5、other (usually) cheaper drug that is included.8.1 Retailers and WholesalersFor example, Caremark, an independent distributor, claims that it manages to persuade three in five doctors to change their prescriptions under these circumstances. Drug manufacturers must increasingly align themselves with t

6、he big distributors if they are to defend and keep their lines of distribution open to prescribers. The task is not easy given the strength of the big distributors and their grip on drug sales in the US market: more than half of all Americans get their drugs through distribution companies, such as M

7、edco8.1 Retailers and WholesalersDiversified Pharmaceutical Services, McKesson and its subsidiary PCS, and Caremark. Medco claims that it accounts for 38 million people (or “l(fā)ives” as they are known in the trade) under a variety of managed care arrangements. Diversified Pharmaceutical Services claim

8、s 44 million lives, PCS 45 million and Caremark 28 million. They complete prescriptions for people covered under company health plans and other bulk healthcare programs.8.1 Retailers and WholesalersThey have also made it a priority to convert their customers to the formulary approach, using heavy pr

9、ice discounts as an inducement. Pharmaceutical firms must get their products on distributorsformularies. Those seeking to maximize returns on new drug sales in this market are finding the going tough under pressure, from both the bulk distributors and government quarters, to hold down prices. Increa

10、singly, the battle between drug manufacturer and distributor has resulted in a scramble for big distributors: Merck took over Medco for $6.7 billion in 1993;8.1 Retailers and WholesalersPfizer, Rhone-Poulenc Rorer and Bristol-Myers Squibb signed agreements with Caremark to have their products put on

11、 its formulary; Pfizer had also signed a similar deal with Value Health, another distributor; Smith Kline Beecham had bought Diversified Pharmaceutical Services. If it is difficult to secure distributor cooperation, the alternative is to control it altogether. And, this is the main force behind the

12、spate of takeovers and alliances that American and European drug manufacturers have set up with distributors in the United States.8.1 Retailers and WholesalersControl of distribution also enables the manufacturer to gain access to critical market and customer/patient information sitting in the datab

13、ases of these distribution companies. Such information is vital to support product marketing and the development of new products for the market. If you cant beat them, join thembetter still, own them!8.1 Retailers and Wholesalers TextRetailersRetailing includes all the marketing activities carried o

14、ut by the retailers, aimed to satisfy the consumers demands while making profits. This involves selling of goods or services directly to final consumers for their personal and business uses.8.1 Retailers and WholesalersA retailer is defined as a middleman who sells goods mainly to the ultimate consu

15、mer. He may sell to institutions but most of his sales are made to industrial or household consumers. He usually sells in small lots. The retailer is the last link and the most important intermediary in the chain of distribution. Mass production in the present day setup is geared to the requirements

16、 of the ultimate consumers. Retailers are directly and ultimately in touch with the ultimate consumers and thus occupy a strategic position in the whole chain of distribution. The basic features of retail trading are the purchase of goods from wholesalers and selling in small lots to consumers.8.1 R

17、etailers and WholesalersFunctions of RetailersThe following are some of the functions of retailers: Estimation of the probable demands of the consumers for various types of goods dealt with. Assembling of various types of goods from different wholesalers. Sale of various kinds of products to the con

18、sumers when needed by target consumers.8.1 Retailers and WholesalersPhysical movement of goods from the wholesalers warehouses to their own stores. Storage of goods to maintain uninterrupted supply of goods to the consumers. Assumption of risk of loss of goods by fire, theft, deterioration, etc. as

19、long as they are not disposed of to the consumers. Extension of credit to some selected regular customers. Providing information about consumer tastes and preferences to wholesalers/manufacturers.8.1 Retailers and Wholesalers Types of RetailersThere is a wide variety of retail trading establishments

20、. They vary from hawkers and peddlers to big departmental stores. Hawkers and peddlers move from door-to-door or to residential houses to sell their goods. Pavement shops usually arrange their ware at busy street corners or busy streets as found in all the streets. Retail stores come in all shapes a

21、nd sizes, and new retail types keep emerging. Generally, they can be distinguished by the amount of service they offer, the product line and relative price emphasis.8.1 Retailers and WholesalersDifferent products require different amounts of service and customer service preferences vary. Self-servic

22、e retailers cater for customers who are willing to perform their own “l(fā)ocate-compare-select” process to save money. Today, self-service is the basis of all discount operations and is typically used by sellers of grocery and convenience goods and nationally branded, fast-moving shopping goods.8.1 Ret

23、ailers and WholesalersLimited-service retailers, such as department stores, provide more sales assistance because they carry more shopping goods about which customers need information. They also offer additional services such as credit and merchandise return not usually offered by low-service stores

24、. Their increased operating costs, however, result in higher prices. 8.1 Retailers and WholesalersFull-service retailers, such as speciality stores and firstclass department stores, assist customers in every phase of the shopping process. They usually offer more speciality goods and slower-moving it

25、ems, such as cameras, jewelry and fashions, for which customers like to be “waited on”. They provide more services, resulting in much higher operating costs, which are invariably passed along to customers as higher prices. 8.1 Retailers and WholesalersSpecifically, retailers can be divided into thes

26、e types:1. Specialty Stores: Carry a narrow product line with a deep assortment with limited line: apparel stores, sporting-goods stores, furniture stores, florists and bookstores. Specialty stores can be sub-classified by the degree of narrowness in their product line. A clothing store would be a s

27、ingle-line store; a mens clothing store would be a limited-line store; and a mens custom shirt would be a super specialty store, etc.8.1 Retailers and Wholesalers2. Department Stores: Carry several product linestypically clothing, home furnishing, and household goods with each line operated as a sep

28、arate department managed by specialist sellers or merchandisers.8.1 Retailers and Wholesalers3. Supermarkets: Relatively large, low-cost, low-margin, high volume, self-service operations designed to serve the consumers total needs for food, laundry, and household maintenance products. Supermarkets e

29、arn an operating profit of only about 1% on their sales and 10% on their net worth. Despite strong competition from new and innovative competitors like superstores and discount stores, supermarkets remain the most frequently shopped type of retail store, especially among the bankers, oil workers, po

30、liticians, etc.8.1 Retailers and Wholesalers4. Convenience Stores: Relatively small stores that are located near residential areas, open long hours, seven days a week, and carry a limited line of highturnover convenience products. Their long hours and their accessibility by consumers mainly for fill

31、-in purchases make them relatively high-price operators. 8.1 Retailers and Wholesalers5. Catalog Showrooms: Sell a broad selection of high-mark-up, fast-moving, brand-name goods at discount prices. These include jewelry, power-tools, cameras, suitcases, small appliances, toys, and sporting goods. Cu

32、stomers order the goods through a catalog or visit the showrooms, pick these goods when visiting such stores. Catalog showrooms make their money by cutting costs and margins to provide low prices that will attract a higher volume of sales.8.1 Retailers and Wholesalers6. Cooperative Stores: Consumers

33、 sometimes come together to form cooperative societies to sell goods on retail basis. The basic purpose is to eliminate middlemen and obtain their requirements at lower prices. The capital is subscribed by the members through the purchase of shares of small denominations. Cooperative stores purchase

34、 their requirements in bulk from manufacturers or wholesalers, thus enabling the cooperative stores to sell their products at lower prices than the ordinary retailers.8.1 Retailers and WholesalersWholesalersWholesalers are those merchants who act as intermediaries between the primary producers, manu

35、facturers or importers, on one side, and retailers or industrial consumers on the otherside. They buy goods and commodities in large quantities with a view to selling them to retailers in smaller quantities. They assemble merchandise from many sources warehouses and regroup the goods for convenient

36、buying by end users. Thus, wholesalers make it possible for the manufacturers to sell to a large number of retailers to whom the merchandise cannot be easily sold directly from the factory. 8.1 Retailers and WholesalersThe wholesalers perform the following functions of marketing:AssemblingThe wholes

37、alers collect varieties of products from different manufacturers and keep them in store for sale to the retailers at the time they need them.DispersionThe products assembled and stocked by the wholesalers are supplied to the retailers who may be widely scattered.8.1 Retailers and Wholesalers Warehou

38、singThe goods purchased by the wholesalers from the manufacturers and producers have to be stocked in warehouses pending their sale to the retailers. The arrangement for such storage is the responsibility of the wholesalers. TransportationThe wholesalers have to move the goods from the various facto

39、ries to their own warehouses and from there to the retailers stores.8.1 Retailers and WholesalersFinancingThe wholesalers in most cases sell goods on credit to the retailers.Risk AssumingWholesalers assume risks arising out of the changes in prices and demand and as well as losses due to spoilage or

40、 destruction of goods in their warehouses and while in transit.8.1 Retailers and Wholesalers Grading and PackagingWholesalers have to sort out different grades of products according to quality and other considerations and package the goods into smaller lots for retailers.Services provided to the man

41、ufacturers by wholesalers include: The manufacturers get the benefit of bulk orders from wholesalers. Manufacturers need not take the trouble or incur the expenses of procuring large numbers of small orders.8.1 Retailers and Wholesalers Wholesalers provide up-to-date information for future planning.

42、 Wholesalers remain in close touch with the retailers and keep themselves informed about the changes in the direction and pattern of demand and thus help the manufacturers in planning their production.8.1 Retailers and WholesalersTypes of WholesalersThere are many types of wholesalers. They are clas

43、sified according to the width and depth of their product/service lines and the range of services they offer. Full-service wholesalers provide a full set of services, such as carrying stock, using a sales force, offering credit, making deliveries and providing technical advice and management assistan

44、ce. They are either wholesale merchants or industrial distributors.8.1 Retailers and WholesalersWholesale merchants sell mostly to retailers. General merchandise wholesalers carry several lines of goods, for example, hardware, cosmetics, detergents, non-perishable foods and household goods to meet t

45、he needs of both general-merchandise retailers and single-line retailers. Limited-line wholesalers carry one or two lines of goods, but offer a greater depth of assortment. Examples are hardware wholesalers, drug wholesalers and clothing wholesalers. Some speciality-line-wholesalers carry only part

46、of a line in great depth, such as health-food wholesalers, seafood wholesalers and automotive parts wholesalers. They offer customers deeper choice and greater product knowledge.8.1 Retailers and WholesalersIndustrial distributors sell mainly to producers rather than to retailers. They provide inven

47、tory, credit, delivery, technical advice and other services. They may handle a wide, limited or special line of products. Industrial distributors concentrate on lines such as maintenance and operating supplies, original-equipment goods (such as ball bearings and motors) and equipment (such as power

48、tools and forklift trucks).8.1 Retailers and WholesalersLimited-service wholesalers offer fewer services to their suppliers and customers than full-service wholesalers. Limited-service wholesalers are of several types: cash and carry wholesalers, truck wholesalers, drop shippers, rack jobbers, produ

49、cers cooperatives, and mail-order wholesalers.8.1 Retailers and WholesalersCash and carry wholesalers have a limited line of fastmoving goods, such as groceries, toys, household goods, clothes, electrical supplies, office supplies and building materials. They sell to small retailers and industrial f

50、irms for cash and normally do not deliver. A small fishstore retailer, for example, normally drives at dawn to a cash and carry fish wholesalers and buys several crates of fish, pays on the spot, drives the merch and sends back to the store and unloads it.8.1 Retailers and WholesalersCash and carry

51、wholesalers are important to some small retailers and industrial customers that are not served by the bigger wholesalers. They may not benefit from the services that full-service wholesalers can offer, but they do get lower-priced merchandise and immediate access to goods. An example of a cash and c

52、arry wholesaler is Makro, although Makro is a hybrid operator, servicing both individual consumers and small retailers.8.1 Retailers and WholesalersTruck wholesalers (also called truck jobbers) perform a selling and delivery function. They carry a limited line of goods (such as milk, bread or snack

53、foods) that they sell for cash as they make their rounds of supermarkets, small groceries, hospitals, restaurants, factory cafeterias and hotels.8.1 Retailers and WholesalersDrop shippers operate in bulk industries such as coal, oil, chemicals, lumber and heavy equipment. They do not carry inventory

54、 or handle the product. They receive orders from retailers, industrial buyers or other wholesalers and then forward these to producers, which ship the goods directly to the customer. The drop shipper takes title and risk from the time the order is accepted to the time it is delivered to the customer

55、. Because drop shippers do not carry inventory, their costs are lower and they can pass on some savings to customers. 8.1 Retailers and WholesalersRack jobbers serve grocery and general merchandise retailers, mostly in the area of branded non-food items, such as books, magazines, toys, stationery, h

56、ousewares, health and beauty aids, and hardware items. These retailers do not want to order and maintain displays of hundreds of non-food items. Rack jobbers send delivery trucks to stores and the delivery person sets up display racks for the merchandise. They price the goods, keep them fresh and ma

57、intain inventory records.8.1 Retailers and WholesalersRack jobbers sell on consignmentthey retain title to the goods and bill the retailers only for the goods sold to consumers. Thus they provide services such as delivery, shelving, inventory and financing. They do little promotion because they carr

58、y many branded items that are already highly advertised.8.1 Retailers and WholesalersProducerscooperatives, owned by farmermembers, who assemble farm produce to sell in local markets, and mailorderwholesalers, which use catalogs to sell to retail, industrial and institutional customers and give disc

59、ounts for large orders. Their main customers are businesses located in small outlying areas. They have no sales forces to call on customers and provide very few services. The orders are filled and goods are sent to customers by mail, truck or other means.8.1 Retailers and Wholesalers DialoguesShipme

60、ntDialogue 1A: It has just occurred to me that there is still another possibility to ensure a prompt delivery of the goods.B: And that is?A: How about making Hong Kong the port of shipment instead of New York?8.1 Retailers and WholesalersB: Im afraid we cant agree to that. We concluded the business