MKT-3010 Lecture Notes - Lecture 16: Omnichannel, Multichannel Marketing, Customer Relationship Management
Document Summary
Besides taxes, most of your money goes to retailers: hotels, restaurants, clothes, food. Adds value to products sold: add service, deals, etc. Channel structure: how difficult is it to penetrate the channel to get products in the market: vertical vs. independent structure. Customer expectations: what types of products do you expect to be there: determines which types of retailers you want in your supply chain based on your target segments. Channel member characteristics: how much of the supply chain do they own, how much do they dictate/dominate the market. Distribution intensity: how much do you want your product out there, intensive: increased sales, awareness. Consumer packaged goods want intensive distribution (ex. Kraft, pepsi: exlcusive-you choose one to a few outlets to sell your product. Want to make sure the stores represent your brand well (ex. Estee lauder) (don"t need to know third thing) Most retail locations: corporate, contractual company. Type or merchandise line: p. 355 figure.
