MKT 100 Chapter Notes - Chapter 13 & 17: Shoppers Drug Mart, Multichannel Marketing, Holt Renfrew

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Tatiana A

Document Summary

When choosing retail partners, manufacturers must look at the basic channel structure, where their target customers expect to find the products, and channel member characteristics. Each of these scenarios is different and requires the manufacturer to consider different alternatives for reaching its target markets through retailers. Scenario 1: represents a corporate vertical marketing system. Because mac is made by est e lauder and operates its own stores, when the new mascara line is introduced, the stores will simply receive the new line automatically. From a retailer"s perspective, it is important to know from which manufacturers its customers want to buy. Manufacturers, in contrast, need to know where their target market customers expect to find their products and those of their competitors. Example: for example, est e lauder and coach would not choose to sell to target or giant tiger because their customers would not expect to shop at those stores for high-end cosmetics or leather goods.