Chapter 13 Retailing.docx

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Department
Management and Organizational Studies
Course
Management and Organizational Studies 2320A/B
Professor
John White
Semester
Fall

Description
Chapter 13 Retailing Retailing sits at the end of the supply chain where marketing meets the consumer Retailing The set of business activities that add value to products and services sold to consumers for their personal or family use includes products bought at stores through catalogues and over the Internet as well as services such as fastfood restaurants airlines and hotels Multichannel Strategy Selling in more than one channel eg store catalogue kiosk and Internet Choosing Retail Partners 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 Channel Structure 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 the degree to which the manufacturer has a strong brand or is otherwise desirable in the market and the relative power of the manufacturer and retailer Customer Expectations From a retailers 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 Channel Member Characteristics 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 Identifying Types of Retailers Food Retailers Conventional Supermarket Offers groceries meat and produce with limited sales of nonfood items such as health and beauty aids and general merchandise in a selfservice format Bigbox Food Retailers Comes in three types supercenter hypermarket and warehouse club larger than a conventional supermarket carries both food and nonfood items Convenience Store Provides a limited number of items at convenient locations in small stores with speedy checkout 1
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