BU352 Chapter Notes - Chapter 13: Instant Gratification, Loyalty Program, Baby Shower
Document Summary
Wholesalers: engaged in buying, taking title to, often storing, and physically handling goods in large quantities, and then reselling goods in smaller quantities to retailers or businesses. Retailers dictate to suppliers what should be made, how it should be configured, when it should be delivered, and what it should cost. 4 factors manufacturers consider when developing strategies for working with retailers: Identify types of retailers: who"s appropriate to carry products. Developing a retail strategy: manufacturers and retailers must coordinate efforts; implement 4 p"s. Managing a multichannel strategy: examining circumstances in which sellers may prefer to adopt a particular strategy: multichannel strategy: selling in more than 1 channel (store, catalogues, kiosks, Retailers create value by having variety of items, and letting you see, touch, feel, and try on g/s. When choosing retail partners, manufacturers must look at basic channel structure, where their target customers expect to find the products, and channel member characteristics.
