Management and Organizational Studies 2320A/B Lecture Notes - Lecture 13: Multichannel Marketing, Convenience Store, Internet Channel

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Alex Mc Dougall

Document Summary

Retailing- the set of business activities that add value to products and services sold to consumers for their personal or family use; includes products bought at stores, through catalogues, and over the. Internet, as well as services such as fast-food restaurants, airlines, and hotels. Virtually every penny you personally spend except for taxes, foes to retailers. Four factors manufacturers consider when developing strategies for working with retailers: 1) choosing retail partners, 2) identifying types of retailers, 3) developing a retail strategy, 4) managing multichannel strategy. Multichannel strategy- selling in more than one channel. When choosing retail partners, manufacturers must look at the basic channel structure, where their target customers expect to find the products, and channel member characteristics. Customer expectations: retailer"s important to know from which manufacturers its customers want to buy, manufacturers where their target market customers expect to find their products.