BU352 Lecture Notes - Lecture 13: Markdown, List Price, Instant Gratification
Document Summary
Sits at the end of the supply chain. All the activities where products reach the customer for personal consumption. Location is good, proper customer service, proper prices (e. g. markups) Manufacturers may want multichannel approach (reaching to customers by many retailing methods e. g. more than one way to reach customers) Vertical integration: forward integration: controlling activities in the supply chain after their level, backward integration: controlling activities before their level of the supply chain. Power of the manufacturer and retailer: retailers may have better supply chains and more power, credibility or power with customers, one retailer may have several supply chains (e. g. walmart many supply chains, for groceries, clothes, etc. ) Retailers who do customers buy from: e. g. if they"re willing to go to a certain location to purchase something. Manufacturers target market expect to find products and those of competitors: that"s why manufacturers want to consider multichannel approach.
