ADM 2320 Chapter Notes - Chapter 13: Personal Grooming, Loyalty Program, Delayed Gratification

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

Retailing is the set of business activities that add value to product and services sold to consumers for their personal or family use. This includes products bought at stores, through catalogues, and over the internet, as well as services such as fast-food restaurants, airlines, and hotels. Retailing sits at the end of the supply chain, where marketing meets the consumer. Many retailers and some manufacturers are exploring a multichannel strategy in which they sell in more than one channel. There are four factors manufacturers considering when developing strategies for working with retailers. When choosing retail partners, manufacturers must look at the basic channel structure, where their target customers expect to find the products, and channel member characteristic. There are different ways to consider alternatives for reaching target markets through retailers. This is the degree to which the manufacturer has a strong brand or is otherwise desirable in the market, and the relative power of the manufacturer and retailer.