Choosing Retail Partners Channel Structure Degree of vertical integration Manufacturers brand Power...

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Choosing Retail Partners Channel Structure 15-1

Transcript of Choosing Retail Partners Channel Structure Degree of vertical integration Manufacturers brand Power...

Choosing Retail PartnersChannel Structure

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Choosing Retail PartnersCustomer Expectations

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Choosing Retail PartnersDistribution Intensity

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Few selected customers in a territory.

Manufacturers grant exclusive geographic territories to one or very few retail customers so no other customers in the territory can sell a particular brand.

Products into as many outlets as possible.

Food Retailers

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General Merchandise Retailers

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

Providing the right mix of merchandise and services

Price

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

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

Promotion

Retailers use a wide variety of promotions, both within their retail environment and through mass media

Place

Convenience is a key ingredient to success

Benefits of Stores for Consumers

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Benefits of the Internet and Multichannel Retailing

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What Information Can an Internet

Site Provide?

Capabilities for Multichannel RetailingD

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