BUS 346 Chapter Notes - Chapter 16: Gian Lorenzo Bernini, Costco, Data Warehouse
Document Summary
Lo 1: discuss the four factors manufacturers should consider as they develop their strategies for working with retailers. Retailing is defined as the set of business activities that add value to products and. The 4 factors manufacturers should consider to establish their strategies for working with services sold to consumers for their personal or family use retailers. Manufacturers assess how likely it is for certain retailers to carry their products + where target customers would go to find their products. Which retailers (ie supermarket) that would be appropriate for carrying their products. Manufacturers use an omnichannel or multichannel strategy, which involves selling in more than one channel (eg store, catalog, and internet) Lo 2: outline the considerations associated with choosing retail partners. When choosing retail partners, manufacturers look at the basic channel structure, where their target customers expect to find the products, channel member characteristics, and distribution intention. Customers expect to find certain products in certain stores.
