MKTG 3101 Lecture Notes - Lecture 10: Business Analysis, Freeport, Maine, Marketing Mix
Document Summary
Roles of retailers in the distribution channel. Retailers are the gatekeeper to the customer in many exchanges. Marketers need to understand how they work and partner with them to get their products to market. The retailer often sets the final retail price and dictates many terms of the agreement with the supplier. And, the retailer can decide if your product is not selling well enough and de-list you really at any time. This is especially true with the big national retailers like wal-mart and target. They have significant leverage due to their size, and suppliers must accommodate their demands to be in distribution at their stores. Major types of retailers (product lines, price classification, low-end/high-end) Specialty stores like vineyard vine, stonewall kitchen or williams-sonoma carry narrow product lines with deep assortments within those lines. Department stores (like macy"s, nordstrom, jc penney) carry a wide variety of product lines.
