COMM 296 Chapter Notes - Chapter 15: Omnichannel, Personalization, Nordstrom
Document Summary
Retailing and multichannel marketing to consumers for their personal or family use (products and services) Retailing: the set of business activities that add value to products and services sold. Four factors manufacturers should consider: choosing retailing partners: Retailer buying manufacturer"s product based on degree to which the channel is vertically integrated. Determine where target market will find the product and its competitors. Size and level of sophistication of the retailer determines how much of supply chain functions manufacturer should perform or how many intermediaries should be involved. Distribution intensity: the number of supply chain members to use at each level of the supply chain. Type of image manufacture wants to portray determine how. Exclusive distribution: strategy in which only selected many retailers to carry the product in a region. Selective distribution: lies between intensive and exclusive: identifying types of retailers: appropriateness of carrying the products, developing a retail strategy: implement 4 p"s.
