COMM 296 Chapter Notes - Chapter 15: Omnichannel, Personalization, Nordstrom

54 views3 pages
Published on 15 Jul 2016
School
Department
Course
Professor
RETAILING AND MULTICHANNEL MARKETING
COMM 296: Introduction to Marketing Jenny Tao
- Retailing: the set of business activities that add value to products and services sold
to consumers for their personal or family use (products and services)
- It’s primarily retailers responsibility to ensure customers’ expectations are fulfilled
(1) Discuss the four factors manufacturers should consider as they develop their strategy for
working with retailers
(2) Outline the considerations associated with choosing retail partners
(3) List the three levels of distribution intensity
(5) Describe the components of a retail strategy
(6) Identify the benefits of retail stores
(7) Identify the benefits of multichannel retailing
(8) Detail the challenges of multichannel retailing
- Four factors manufacturers should consider
o Choosing retailing partners:
Channel structure
Retailer buying manufacturer’s product based on degree to
which the channel is vertically integrated
Customer expectations
Determine where target market will find the product and its
competitors
Channel member characteristics
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
many retailers to carry the product in a region
Intensive distribution: a strategy designed to get products
into as many outlets as possible (ie. Pepsi use this)
Exclusive distribution: strategy in which only selected
retailers can sell a manufacturer’s brand maintain image;
good for startups and when supply is limited
Selective distribution: lies between intensive and exclusive
distribution strategies; uses a few selected retailers in a
territory maintain image and control flow of goods in an
area; this distribution is attractive to shopping goods
manufacturers
o Identifying types of retailers: appropriateness of carrying the products
o Developing a retail strategy: implement 4 P’s
Product:
Add value to product by selling customers smaller quantities
they desire (rather than bulk from manufacturer);
Provides storage function for manufacturers and customers
Unlock document

This preview shows page 1 of the document.
Unlock all 3 pages and 3 million more documents.

Already have an account? Log in

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.

Get OneClass Grade+

Unlimited access to all notes and study guides.

YearlyMost Popular
75% OFF
$9.98/m
Monthly
$39.98/m
Single doc
$39.98

or

You will be charged $119.76 upfront and auto renewed at the end of each cycle. You may cancel anytime under Payment Settings. For more information, see our Terms and Privacy.
Payments are encrypted using 256-bit SSL. Powered by Stripe.