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

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Retailing sits at the end of the supply chain, where marketing meets the consumer. Retailers such as loblaws and hope depot dictate to their suppliers what should be made, how it should be configurated, when it should be delivered, and, to some extent, what it should cost. In contrast, wholesalers are those firms engaged in buying, taking title to, often storing, and physically handling goods in large quantities, and then reselling the goods (in smaller quantities) to retailers or business users. Finally, the type and availability of the product and the image the manufacturer wishes to portray will determine how many retailers within a geographic region will carry the products: identifying types of retailers, developing a retail strategy. Here, they implement the four p"s: many retailers and some manufacturers are exploring a multichannel strategy selling in more than one channel (store, catalogue, kiosk, and internet, managing a multichannel strategy.