B A 370 Chapter Notes - Chapter 17: Convenience Store, Store Brand, Personalization
Document Summary
Retailing - set of business activities that add value to products and services sold to consumers for their personal or family use. Choosing retailing partners > identifying types of retailers > developing a retail strategy > managing an omnichannel strategy. Omnichannel (multichannel) strategy - involves selling on more than one channel. Larger and more sophisticated the channel member, the less likely that it will use supply chain intermediaries. Distribution intensity - number of channel members to use at each level of the marketing channel. Intensive distribution - designed to place products in as many outlets as possible. Exclusive distribution - granting exclusive geographic territories to one or very few retail customers so that no other retailers in the territory can sell a particular brand. Selective distribution - relies on a few selected retail customers in a territory to sell products. Helps a seller maintain a particular image and control the flow of merchandise into an area.
