BU362 Chapter 13: Chapter 13 Marketing
Document Summary
Retailing: the set of business activities that add value to products and services sold to consumers for their personal or family use. 2 million people: omnichannel options are changing the face of retailing (selling in more than one channel) Manufacturers consider the basic channel structure, where their target customers expect to find the products, and channel member characteristics. Channel structure: the degree to which the channel is vertically integrated determines the level of difficulty a manufacturer has in getting retailers to purchase its products, e. g. Manufacturers need to understand the general characteristics of different types of retailers so they can determine the best channels for their product. The characteristics of a retailer that are important to a food manufacturer could be different from those of a cosmetics manufacturer. The characteristics of the three major categories of food retailers: conventional supermarket, big-box food retailer and the convenience store are:
