COMMERCE 2MA3 Study Guide - Final Guide: Multichannel Marketing, Vertical Integration, Personal Selling
27 Apr 2018
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Chapter 13: Retailing and Multichannel Marketing
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.
• End of supply chain; fulfilling customer expectations/needs
Establishing Relationships with Retailers
• Multichannel Strategy:
o Selling in more than one channel (e.g., store, catalogue, kiosk, and Internet).
Choosing Retail Partners
- Channel Structure
o Vertical integration
o Manufacturer strong brand in marketplace
o Power of the manufacturer & retailer
- Customer Expectations
o Manufactures target market expect to find products and those of
competitors; ensure strategy satisfies their needs
- Channel Member Characteristics
o Larger firms: less likely to use intermediaries in supply chain; can gain more
control and be more efficient + save money
Types of Retailers
- Food Retailers
o Supermarket
o Big Box Retailer
o Convenience Store
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Document Summary
Establishing relationships with retailers: multichannel strategy, selling in more than one channel (e. g. , store, catalogue, kiosk, and internet). Channel structure: vertical integration, manufacturer strong brand in marketplace, power of the manufacturer & retailer. Customer expectations: manufactures target market expect to find products and those of competitors; ensure strategy satisfies their needs. Channel member characteristics: larger firms: less likely to use intermediaries in supply chain; can gain more control and be more efficient + save money. Food retailers: supermarket, big box retailer, convenience store. General merchandise retailers: may be discount stores, specialty stores, category specialists, department stores, drugstores, off-price retailers, or extreme-value retailers; may sell through multiple channels, such as the internet and catalogues. Retail mix: product (merchandise assortment), pricing, promotion, place, personnel, and presentation (store design and display) strategies to reach and serve consumers. Product (merchandise assortment: provide right mix of merchandise and services. Price: defined value of merchandise and service provided, differentiates stores.
