BU352 Chapter Notes - Chapter 13: Multichannel Marketing, Basic Channel, Market Power
Document Summary
Retailing and multichannel marketing: retailing sits at the end of the supply chain, where marketing meets the consumer. Virtually every penny you personally spend, except for taxes, goes to retailers. 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. Identifying types of retailers: manufacturers need to understand the general characteristics of different types of retailers so they can determine the best channels for their product. Food retailers: the food retailing landscape is changing dramatically, there are various types of food retailers: Conventional supermarket: offer 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, supercenters, hypermarkets, and warehouse clubs. Larger than conventional supermarkets, they carry both food and nonfood items.
