ADM 2320 Chapter Notes - Chapter 13: Personal Grooming, Delayed Gratification, Loyalty Program
7 Dec 2013
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Document Summary
Multichannel strategy: selling in more than one channel (e. g. , store, catalogue, kiosk, and internet). The level of difficulty a manufacturer has in getting retailers to purchase its products is determined by the degree to which the channel is vertically integrated. For retailers, it is important to know from which manufacturers its customers want to buy. Manufacturers need to know where their target market customers expect to find their products. Generally, the larger and more sophisticated the channel member, the less likely that it will use intermediaries. Larger firms often find that by performing the distribution functions themselves, they can gain more control, be more efficient, and save more money. Conventional supermarket: offers groceries, meat, and produce with limited sales of nonfood items, such as health and beauty aids and general merchandise, in a self-service format. Big-box food retailer: comes in three types: supercenter, hypermarket, and warehouse club; larger than a conventional supermarket; carries both food and nonfood items.
