MCS 1000 Study Guide - Final Guide: Management Consulting, Self-Service, Reverse Logistics

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Of all the marketing strategies, place is one of the most complex to coordinate because it implies interaction with several partners, such as retailers, distributors, wholesaler, brokers, etc. All of these partners negotiate with firms for a portion of the margin profit. In addition, some of these partners may overlap with some of the functions that the firm"s sales force has to perform when interacting directly with customers. Retailers are the institutions that sell the products directly to the consumers. In view of this function, retailers represent a significant component of the global economy. There are different ways to classify retailers, but the most relevant way to classify them is through the strategy they adopt. In other words, retailers in general may adopt several strategies. The most typical strategies employed by retailers can be explained by the combination of two dimensions: value added and breadth of product line.