Session 15 Wholesaling, Retailing, Online Marketing and Logistics

Time required: 2 hours
Objectives & Requirements
　　Be aware of
　　• The classification of middlemen
　　• further classification of store retailers
　　• retailers’ various decisions about its target markets, product assortment and services, price, etc
　　• how wholesalers perform many functions including selling and promoting, etc.
　　• the nature, role, and growing applications of direct marketing and its newest form, online marketing.
Essential Concepts
　　• functions of wholesaling
　　• merchant wholesalers, agents and brokers
　　• wholesaler marketing decisions
　　• the Wheel of Retailing
　　• retail marketing decisions
　　• the major forms of direct marketing
　　• online marketing
　　• two types of online marketing channels
　　• Integrated Logistics Management Model
　　• supply chain
Text Chapter and Supplementary Materials
　　Chapter 13,17, Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 2 (a – d)
　　Issues for Discussion:
　　1. Observe and point out the differences in the point-of-purchase marketing efforts by the cosmetic companies and the home appliance producers.
　　2. Is digital camera suited to on-line B2C marketing? Why? What kind of retailing model would lead its producer to a competitive position in China’s current market?
Case Analysis:
　　1.《凯迪红黄蓝网络社区》（《当代营销学案例集》）
　　2.《‘走进中关村’网站》（《当代营销学案例集》）
Quiz 5 (for Sessions 14-15)

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