TAILIEUCHUNG - Lecture Marketing management: Chapter 16 - Phillip Kotler, Kevin Lane Keller

Chapter 16 - Managing retailing, wholesaling, and logistics. In this chapter, we will address the following questions: What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermediaries? What does the future hold for private label brands? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Retailing, Wholesaling, and Logistics Chapter 16 Discussion Questions What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermediaries? What does the future hold for private label brands? All the activities in selling goods or services directly to final consumers for personal, nonbusiness use. Retailing Any organization selling to final consumers—whether it is a manufacturer, wholesaler, or retailer—is doing retailing. It doesn’t matter how the goods or services are sold (in person, by mail, telephone, vending machine, or on the Internet) or where (in a store, on the street, or in the consumer’s home). Types of Retailers Full Service Self-Service Limited Service Self-Selection Different formats of store retailers will have different competitive and price dynamics. Retailers .

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