Management and Organizational Studies 2320A/B Chapter 13: Chapter 13 Retailing.docx

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Retailing sits at the end of the supply chain, where marketing meets the consumer. Multichannel strategy: selling in more than one channel (e. g. , store, catalogue, kiosk and. 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. 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. Several factors pertaining to the channel members themselves will help determine the channel structure. Generally, the larger and more sophisticated the channel member, the less likely that it will use supply chain intermediaries. Conventional supermarket: offers groceries, meat, and produce with limited sales of non-food items, such as health and beauty aids and general merchandise, in a self-service format.