This document discusses key concepts in retailing, wholesaling, and logistics. It defines retailing as selling goods or services directly to final consumers. It also discusses non-store retailing and direct marketing. The document then uses a story about ordering and delivering pizzas to illustrate the key logistics decisions of order processing, warehousing, inventory, and transportation.

1. Chapter 16
Managing Retailing,
Wholesaling, and Logistics
Mastering Marketing Concept
Through stories & images
Mao Hara-Manlagnit
March 2013

2. Marketing Concept 3-1
# 1 Market Logistics Decisions
 How should orders be handled?
> order processing
 Where should stock be located?
> warehousing
 How much stock should be held?
> inventory
 How should goods be shipped?
> transportation

3. Marketing Concept 3-1
# 2 Retailing includes all the activities
involved in selling goods or services
directly to final consumers for
personal, nonbusiness use.

4. Marketing Concept 3-1
# 3 NON STORE Retailing and
DIRECT Marketing

5. I am hosting a party, I like to
order PIZZAs
“hello pizza HOT delivery” dial 14344

6. Telephone = non store
retailing
direct marketing

7. Pizza cooked in an oven

8. Oven = Order processing
 How should orders be handled?

9. Pizza is all boxed up
 Pizza BOX & Pizza warmer BAG

10. Pizza BOX & Pizza warmer
BAG = storage/warehousing
 Where should stock be located?

11. PIZZAS all done….
 1
 2
 3
 4
 5
 6
 7
 8
 9
 10
 11
 12
 13 PIZZAS

12. 13 PIZZAS = inventory
ld?
 1
e he
2 b
ld

u
3 ho

4 ks
toc

5 hs

 6 m uc
 7 ow
H
 8
 9
 10
 11
 12
 13 PIZZAS

13. Pizzas on WHEELS
For Fast delivery
Brooom broom
broom

14. WHEELS = transportation
motorcycles
 How should goods be shipped?

15. Pizza order received &
enjoyed

16. Retailing = pizza/ goods sold
to FINAL consumer

17. Marketing Concept 3-1
# 1 Market Logistics Decisions
 order processing ------>>
 Warehousing
 Inventory
 Transportation----->>>>>>

18. Marketing Concept 3-1
# 3 NON STORE Retailing # 2 Retailing
and DIRECT Marketing sell goods directly
to final consumers

19. Chapter 16
Managing Retailing,
Wholesaling, and Logistics
Mastering Marketing Concept
Through stories & images
Mao Hara-Manlagnit
March 2013