COMM 296 Lecture Notes - Lecture 7: Revlon
Document Summary
Identifying types of retailers = manufacturers may have a choice of retailer for some types of products: 3. Developing a retail strategy = develop strategy using 4ps: 4. Managing a multichannel strategy = selling in more than one channel: require examining the circumstances in which sellers may prefer to adopt a particular strategy. Choosing retailing partners: channel structure, level of difficulty determined by degree to which channel is vertically integrated, scenario 1 = corporate vertical marketing system; estee lauder"s mac is introducing new line. Eva would have even more difficult time to convince retailer to buy and sell her green cosmetics; lack of power in the marketplace small, brand is unknown. Revlon: channel member characteristics, the larger and more sophisticated the channel member = less likely that it will use supply chain intermediaries, eva will probably use group of independent salespeople to help sell her line of green cosmetics.
