COMMERCE 2MA3 Chapter Notes - Chapter 13: Omnichannel, Basic Channel, Personal Selling
29 Nov 2018
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Document Summary
Retailing sits at the end of the supply chain, where marketing meets the consumer. No longer do manufacturers rule many marketing channels as they once did. Retailers such as wal-mart dictate to their suppliers what should be made, how it should be configured, when it should be delivered, and what it should costs. Multichannel strategy: selling in more than one channel (ex. kiosk, stores, catalogues, internet, etc. ) An entrepreneur will probably use a group of independent salespeople, but estee lauder will use its own sales force with already existsting relationships in the industry. In the same way, wal-mart only buys directly from the manufacturer. Larger firms often find that by performing the channel functions themselves, they can gain more control, be more efficient, and save money. Many of them sell through multiple channels such as the internet and catalogues: discount stores: offers a broad vriety of mechanise, limited service, and low prices.
