Management and Organizational Studies 2320A/B Chapter 13: Chapter 13

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

Document Summary

Retailing - the set of business activities that add value to products and services sold to consumers for their personal or family use. Wholesalers - firms engaged in buying, taking title to, storing, and physically handling goods in large quantities and then reselling them to retailers or industrial users. Manufacturer"s strategy depends on its overall market power and on how consistent a new product or product line is with its current offerings. First factor to choosing retailers is how likely to is that certain retailers would carry their product. Also consider where target customers are expecting to find their product. Size of manufacturer, functions it performs, availability of product, and image will all determine how many retailers the product will be sent to. Multichannel strategy - selling in more than one channel. Need to look at basic channel structure, where their target customers expect to find the products, and channel member characteristics.