ADMS 2200 Lecture Notes - Lecture 13: Category Management

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: 5624

Document Summary

Retailing strategy: retailers base key decisions on two fundamental steps in the marketing strategy process: Developing a retailing mix (also called (cid:862)retaili(cid:374)g strategy(cid:863)) Category management: eeks to i(cid:373)prove retailer"s produ(cid:272)t perfor(cid:373)a(cid:374)(cid:272)e through (cid:272)oordi(cid:374)ated (cid:271)uyi(cid:374)g, (cid:373)er(cid:272)ha(cid:374)disi(cid:374)g, and pricing, category management evaluates performance according to each product category, categories that underperform may be dropped even if they are strong brands. The battle for shelf space: shift in power from manufacturers (even of top-selling brands) to the retailers, lotting allowances (cid:894)(cid:862)listing fees(cid:863)(cid:895) nonrefundable fees grocery retailers receive from manufacturers to secure shelf space for new products. Wholesaling intermediaries: wholesaler channel intermediary that takes title to goods it handles and distributes these goods to retailers, other distributors, or b2b customers, wholesaling intermediary comprehensive term that describes wholesalers as well as agents and brokers. Internet retailing: selling directly to consumers via virtual storefronts, many internet-based retailers keep little or no inventory.