Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies,...

chapter

retailing and multichannel marketing

fifteen

LEARNING OBJECTIVES

LO1 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers.

LO2 Outline the considerations associated with choosing retail partners.

LO3 List the three levels of distribution intensity. LO4 Describe the various types of retailers.LO5 Describe the components of a retail strategy.LO6 Identify the benefits of stores. LO7 Identify the benefits of multichannel retailing. LO8 Detail the challenges of multichannel retailing.

Retailing and Multichannel Marketing

Home Shopping Network

Factors for Establishing a Relationship with Retailers

Choosing Retail PartnersChannel Structure

©M Hruby

Choosing Retail PartnersCustomer Expectations

Choosing Retail PartnersChannel Member Characteristics

Choosing Retail PartnersDistribution Intensity

Distribution Intensity

Courtesy Birkenstock USA

check yourself 1.What issues should manufacturers

consider when choosing retail partners?

2.What is the difference between intensive, exclusive, and selective levels of distribution intensity?

Retailer’s Reaction?C

Identify Types of Retailers

Food Retailers

Peapod Website

General Merchandise Retailers

Kmart and Sears

GNC Private Brands

Courtesy GNC Corporation Courtesy GNC Corporation

check yourself 1.What strategies distinguish the

different types of food retailers?

2.What strategies distinguish the different types of general merchandise retailers?

3.Are organizations that provide services to consumers considered to be retailers?

Developing a Retail Strategy Using the Four P’s: Product

Providing the right mix of merchandise and servicesProviding the right mix of merchandise and services

AP Photo/David Kohl

Price defines the value of both the merchandise and the service provided

Courtesy DDB - London

Promotion

Retailers use a wide variety of promotions, both within their retail

environment and through mass media

Retailers use a wide variety of promotions, both within their retail

environment and through mass mediaC

Convenience is a key ingredient to

success

Convenience is a key ingredient to

success

©M Hruby

The McGraw-Hill Companies, Inc/Jill Braaten, photographer

Walmart Faces Biggest Civil Rights Suits

Benefits of Stores for Consumers

Benefits of the Internet and Multichannel Retailing

How does the Internet Improve Multichannel Shopping?

Retailers can do more online…

Zafu Website 15-26

Perceived Risk in Internet Shopping

Courtesy Zafu

Effective Multichannel Marketing

Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies,...

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Transcript of Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies,...

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McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin.

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