Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:
Objectives
Retailing
Wholesaling
Market
©2000 Prentice Hall
Logistics
Four Levels of Retail Service
Self-service
Self-selection
Limited-service
Full-service
©2000 Prentice Hall
Retail Positioning Map
Breadth of
product line
Broad
Bloomingdale’s
Wal-Mart
Tiffany
Kinney
Shoe
Narrow
©2000 Prentice Hall
Value added
High
Low
Classification
Classification Of
Of Retailer
Retailer Types
Types
Store Type
Length and Breadth of Product
Assortment
Specialty
SpecialtyStores
Stores
Narrow
NarrowProduct
ProductLine,
Line,Deep
DeepAssortment
Assortment
Department
DepartmentStores
Stores
Wide
WideVariety
Varietyof
ofProduct
ProductLines
Linesi.e.
i.e.Clothing,
Clothing,
Home
Furnishings,
&
Household
Home Furnishings, & HouseholdItems
Items
Wide
WideVariety
Varietyof
ofFood,
Food,Laundry,
Laundry,&&Household
Household
Products
Products
Limited
LimitedLine
Lineof
ofHigh-Turnover
High-TurnoverConvenience
Convenience
Goods
Goods
Broad
BroadProduct
ProductLine,
Line,Low
LowMargin,
Margin,High
High
Volume
Volume
Inexpensive,
Inexpensive,Overruns,
Overruns,Irregulars,
Irregulars,and
and
Leftover
LeftoverGoods
Goods
Large
LargeAssortment
Assortmentof
ofRoutinely
RoutinelyPurchased
Purchased
Food
Food&&Nonfood
NonfoodProducts,
Products,Plus
PlusServices
Services
Broad
BroadSelection,
Selection,Fast
FastTurnover,
Turnover,Discount
Discount
Prices
Prices
Supermarkets
Supermarkets
Convenience
ConvenienceStores
Stores
Discount
DiscountStores
Stores
Off-Price
Off-PriceRetailer
Retailer
Superstores
Superstores
Catalog
CatalogShowroom
Showroom
©2000 Prentice Hall
Types
Types of
of NonStore
NonStore Retailing
Retailing
Direct
Direct Selling
Selling
Direct
Direct Marketing
Marketing
Automatic
Automatic Vending
Vending
Buying
Buying Services
Services
©2000 Prentice Hall
NonStore Retailing
Accounts for More
Than 12% of All
Consumer
Purchases, and is
trending up.
Wheel of Retailing
Mid Price
Mid Status
Mid Margin
Low Price
Low Status
Low Margin
©2000 Prentice Hall
High Price
High Status
High Margin
Why
Why are
are Wholesalers
Wholesalers Used?
Used?
Management
Management
Services
Services&&Advice
Advice
Market
Market
Information
Information
Risk
RiskBearing
Bearing
Selling
Selling and
and
Promoting
Promoting
Buying
Buyingand
and
Assortment
AssortmentBuilding
Building
Wholesaler
Functions
Financing
Financing
Warehousing
Warehousing
Transporting
Transporting
©2000 Prentice Hall
Bulk
BulkBreaking
Breaking
Goals
Goals of
of the
the Logistics
Logistics System
System
• Provide a Targeted Level of Customer Service at
the Least Cost.
• Maximize Profits, Not Sales.
Higher Distribution Costs/
Higher Customer Service Levels
©2000 Prentice Hall
Lower Distribution Costs/
Lower Customer Service Levels
Logistics Systems
Order
Order Processing
Processing
Costs
Costs
Submitted
Submitted
Processed
Processed
Shipped
Shipped
Minimize
MinimizeCosts
Costsof
of
Attaining
AttainingLogistics
Logistics
Objectives
Objectives
Logistics
Transportation
Functions
Storage
Storage
Distribution
Distribution
Water, Truck,
Rail,
Pipeline & Air
Inventory
Inventory
©2000 Prentice Hall
Warehousing
Warehousing
When
Whento
toorder
order
How
Howmuch
muchto
toorder
order
Just-in-time
Just-in-time
Transportation Modes
Rail
Rail
Nation’s
Nation’slargest
largestcarrier,
carrier,cost-effective
cost-effective
for
forshipping
shippingbulk
bulkproducts,
products,piggyback
piggyback
Truck
Truck
Flexible
Flexiblein
inrouting
routing&&time
timeschedules,
schedules,efficient
efficient
for
forshort-hauls
short-haulsof
ofhigh
highvalue
valuegoods
goods
Water
Water
Low
Lowcost
costfor
forshipping
shippingbulky,
bulky,low-value
low-value
goods,
goods,slowest
slowestform
form
Pipeline
Pipeline
Ship
Shippetroleum,
petroleum,natural
naturalgas,
gas,and
andchemicals
chemicals
from
fromsources
sourcesto
tomarkets
markets
Air
Air
High
Highcost,
cost,ideal
idealwhen
whenspeed
speedis
isneeded
neededor
orto
to
ship
shiphigh-value,
high-value,low-bulk
low-bulkitems
items
©2000 Prentice Hall
Checklist for Choosing
Transportation Modes
1. Speed.
2. Dependability.
3. Capability.
4. Availability.
5. Cost.
©2000 Prentice Hall
Rating Transportation Modes
Speed
Dependability
(Door-todoor
delivery
time)
(Meeting
Schedules
on Time)
Capability
(Ability to
Handle
Various
Products)
Rail
3 4
2
2
3
Water
4 5
1
4
1
Truck
2 2
3
1
4
Pipeline
5 1
5
5
2
Air
1 3
4
3
5
Availability
(No. of
Geographic
Points
Served)
Cost
(Per
TonMile)
Source: See Carl M. Guelzo; Introduction to Logistics Management Englewood Cliffs, NJ:
Prentice Hall, 1986), p. 46.
©2000 Prentice Hall
Review
Retailing
Wholesaling
Market
©2000 Prentice Hall
Logistics
Retailing
Wholesaling
Market
©2000 Prentice Hall
Logistics
Four Levels of Retail Service
Self-service
Self-selection
Limited-service
Full-service
©2000 Prentice Hall
Retail Positioning Map
Breadth of
product line
Broad
Bloomingdale’s
Wal-Mart
Tiffany
Kinney
Shoe
Narrow
©2000 Prentice Hall
Value added
High
Low
Classification
Classification Of
Of Retailer
Retailer Types
Types
Store Type
Length and Breadth of Product
Assortment
Specialty
SpecialtyStores
Stores
Narrow
NarrowProduct
ProductLine,
Line,Deep
DeepAssortment
Assortment
Department
DepartmentStores
Stores
Wide
WideVariety
Varietyof
ofProduct
ProductLines
Linesi.e.
i.e.Clothing,
Clothing,
Home
Furnishings,
&
Household
Home Furnishings, & HouseholdItems
Items
Wide
WideVariety
Varietyof
ofFood,
Food,Laundry,
Laundry,&&Household
Household
Products
Products
Limited
LimitedLine
Lineof
ofHigh-Turnover
High-TurnoverConvenience
Convenience
Goods
Goods
Broad
BroadProduct
ProductLine,
Line,Low
LowMargin,
Margin,High
High
Volume
Volume
Inexpensive,
Inexpensive,Overruns,
Overruns,Irregulars,
Irregulars,and
and
Leftover
LeftoverGoods
Goods
Large
LargeAssortment
Assortmentof
ofRoutinely
RoutinelyPurchased
Purchased
Food
Food&&Nonfood
NonfoodProducts,
Products,Plus
PlusServices
Services
Broad
BroadSelection,
Selection,Fast
FastTurnover,
Turnover,Discount
Discount
Prices
Prices
Supermarkets
Supermarkets
Convenience
ConvenienceStores
Stores
Discount
DiscountStores
Stores
Off-Price
Off-PriceRetailer
Retailer
Superstores
Superstores
Catalog
CatalogShowroom
Showroom
©2000 Prentice Hall
Types
Types of
of NonStore
NonStore Retailing
Retailing
Direct
Direct Selling
Selling
Direct
Direct Marketing
Marketing
Automatic
Automatic Vending
Vending
Buying
Buying Services
Services
©2000 Prentice Hall
NonStore Retailing
Accounts for More
Than 12% of All
Consumer
Purchases, and is
trending up.
Wheel of Retailing
Mid Price
Mid Status
Mid Margin
Low Price
Low Status
Low Margin
©2000 Prentice Hall
High Price
High Status
High Margin
Why
Why are
are Wholesalers
Wholesalers Used?
Used?
Management
Management
Services
Services&&Advice
Advice
Market
Market
Information
Information
Risk
RiskBearing
Bearing
Selling
Selling and
and
Promoting
Promoting
Buying
Buyingand
and
Assortment
AssortmentBuilding
Building
Wholesaler
Functions
Financing
Financing
Warehousing
Warehousing
Transporting
Transporting
©2000 Prentice Hall
Bulk
BulkBreaking
Breaking
Goals
Goals of
of the
the Logistics
Logistics System
System
• Provide a Targeted Level of Customer Service at
the Least Cost.
• Maximize Profits, Not Sales.
Higher Distribution Costs/
Higher Customer Service Levels
©2000 Prentice Hall
Lower Distribution Costs/
Lower Customer Service Levels
Logistics Systems
Order
Order Processing
Processing
Costs
Costs
Submitted
Submitted
Processed
Processed
Shipped
Shipped
Minimize
MinimizeCosts
Costsof
of
Attaining
AttainingLogistics
Logistics
Objectives
Objectives
Logistics
Transportation
Functions
Storage
Storage
Distribution
Distribution
Water, Truck,
Rail,
Pipeline & Air
Inventory
Inventory
©2000 Prentice Hall
Warehousing
Warehousing
When
Whento
toorder
order
How
Howmuch
muchto
toorder
order
Just-in-time
Just-in-time
Transportation Modes
Rail
Rail
Nation’s
Nation’slargest
largestcarrier,
carrier,cost-effective
cost-effective
for
forshipping
shippingbulk
bulkproducts,
products,piggyback
piggyback
Truck
Truck
Flexible
Flexiblein
inrouting
routing&&time
timeschedules,
schedules,efficient
efficient
for
forshort-hauls
short-haulsof
ofhigh
highvalue
valuegoods
goods
Water
Water
Low
Lowcost
costfor
forshipping
shippingbulky,
bulky,low-value
low-value
goods,
goods,slowest
slowestform
form
Pipeline
Pipeline
Ship
Shippetroleum,
petroleum,natural
naturalgas,
gas,and
andchemicals
chemicals
from
fromsources
sourcesto
tomarkets
markets
Air
Air
High
Highcost,
cost,ideal
idealwhen
whenspeed
speedis
isneeded
neededor
orto
to
ship
shiphigh-value,
high-value,low-bulk
low-bulkitems
items
©2000 Prentice Hall
Checklist for Choosing
Transportation Modes
1. Speed.
2. Dependability.
3. Capability.
4. Availability.
5. Cost.
©2000 Prentice Hall
Rating Transportation Modes
Speed
Dependability
(Door-todoor
delivery
time)
(Meeting
Schedules
on Time)
Capability
(Ability to
Handle
Various
Products)
Rail
3 4
2
2
3
Water
4 5
1
4
1
Truck
2 2
3
1
4
Pipeline
5 1
5
5
2
Air
1 3
4
3
5
Availability
(No. of
Geographic
Points
Served)
Cost
(Per
TonMile)
Source: See Carl M. Guelzo; Introduction to Logistics Management Englewood Cliffs, NJ:
Prentice Hall, 1986), p. 46.
©2000 Prentice Hall
Review
Retailing
Wholesaling
Market
©2000 Prentice Hall
Logistics