COMM 296 Lecture Notes - Lecture 8: Right Media, Private Label, Starbucks
Document Summary
Mcdonalds monopoly: benefit = only available at one retailer and provide name recognition similar to that of national brand, disadvantage = they can be sold by only one retailer, so the manufacturer"s market is limited. From retailer"s perspectives, the disadvantage is it has to share profits with the national brand manufacturer. Promotion: key: are you getting the right message to the right person through the right. Can facilitate sale of products that consumer perceive as risky, expensive. Manufacturer can play an important role in preparing retail sales associate. Ex: eva can conduct seminars about how to use and sell her new line of comestics. In some retail firms alesperson and customer service function are augmented or replaced by technology. Internet, in-store kiosks, self-checkout lanes; checkout customers anywhere in the store using handheld registers (apple) = eliminate need for customers to head to checkout counter: successful retailers concentrate on providing more value to their best customers = use.
