MKT 100 Study Guide - Final Guide: Walmart, Basic Channel

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Explain the issues manufacturers consider when choosing retail partners. Because manufacturers want their oferings available where, when and in the form that customers prefer, they must consider whether customers expect to ind their products at speciic retailers. For example, customers probably do not expect, or want, to ind a value-priced product at a luxury retailer. The manufacturer also must consider the basic channel structure in which it funcions, along with the characterisics of the members of that channel. Finally, manufacturers need to determine the distribuion intensity they prefer. Idenify what types of retailers are available to distribute products. Retailers generally fall into one of two categories: food retailers and general merchandise retailers. Each of the categories consists of various formats including supermarkets, supercentres, warehouse clubs, convenience stores, department stores, discount stores, specialty retailers, drugstores, category specialists, extreme value retailers, and of-price stores. Describe how retailers use the four ps to create value for customers.