Management and Organizational Studies 2320A/B Chapter Notes - Chapter 13: Future Shop, Warehouse Club, Arena

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Emily Chen- Bendle

Document Summary

Retailing sits at the end of the supply chain, where marketing meets the consumer. There are four factors that manufacturers consider when choosing retail partners: choosing retail partners. Identifying types of retailers: developing a retail strategy, managing a multichannel strategy. Multichannel strategy selling in more than one channel (i. e. store, catalogue, kiosk, and internet) When choosing retail partners, manufacturers must look at the basic channel structure, where their target customers expect to find the products, and channel member characteristics. Manufacturers need to know where their target market customers expect to find their products. Customers generally expect to find certain products at some, but not all, stores: ex. Est e lauder and coach would not sell to target or giant tiger because their customers wouldn"t expect to shop at those stores for high-end items. The larger and more sophisticated the channel member, the less likely that it will use supply chain intermediaries.