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Learning Objectives

Learning Objectives. What are the issues manufacturers consider when choosing retail partners? What types of retailers are available for distributing products? How do manufacturers and retailers work together to develop a strategy?

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Learning Objectives

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  1. Learning Objectives • What are the issues manufacturers consider when choosing retail partners? • What types of retailers are available for distributing products? • How do manufacturers and retailers work together to develop a strategy? • Why is multichannel marketing becoming such a prevalent channel strategy?

  2. Apple Store

  3. Factors for Establishing a Relationship with Retailers

  4. Choosing Retail PartnersChannel Structure

  5. Choosing Retail PartnersCustomer Expectations

  6. Choosing Retail PartnersDistribution Intensity

  7. Limited Distribution

  8. Check Yourself What issues should manufacturers consider when choosing retail partners? What is the difference between intensive, exclusive, and selective levels of distribution intensity?

  9. Retailer’s Reaction?

  10. Types of Retailers

  11. Food Retailers Peapod Website

  12. General Merchandise Retailers

  13. GNC Private Brands

  14. Check Yourself What are the different types of food retailers? What differences mark their strategies? What are the different types of general merchandise retailers? What differences mark their strategies?

  15. Facilitating Retail Strategy Using the Four P’s: Product Providing the right mix of merchandise and services

  16. Price Price defines the value of both the merchandise and the service provided Build-a-Bear Workshop Commercial

  17. Promotion Retailers use a wide variety of promotions, both within their retail environment and through mass media

  18. Place Convenience is a key ingredient to success

  19. Exploring Multiple Channel Options:Benefits of Different Channels

  20. Internet Channel

  21. How does the Internet Improve Multichannel Shopping?

  22. Retailers can do more online… H&M’s (CSR) Website Lands End Website

  23. Perceived Risk in Internet Shopping

  24. Evolution toward Multichannel Marketing

  25. Capabilities for Multichannel Retailing Disintermediation

  26. Category specialists are discount stores that offer a narrow but deep assortment of merchandise. Glossary Return to slide

  27. Convenience stores provide a limited variety and assortment of merchandise at a convenient location in 2,000-3,000 square foot stores with speedy checkout. Glossary Return to slide

  28. A conventional supermarket is a self-service food store offering groceries, meat, and produce with limited sales of nonfood items, such as health and beauty aids and general merchandise. Glossary Return to slide

  29. Department stores are retailers that carry a broad variety and deep assortment, offer customer services, and organize their stores into distinct departments for displaying merchandise. Glossary Return to slide

  30. Disintermediation occurs when a manufacturer sells directly to consumers, bypassing retailers. Glossary Return to slide

  31. Drugstores are specialty stores that concentrate on pharmaceuticals and health and personal grooming merchandise. Glossary Return to slide

  32. An exclusive distribution policy is when manufacturers grant exclusive geographic territories to one or very few retail customers so no other customers in the territory can sell a particular brand. Glossary Return to slide

  33. Extreme value retailers are small, full-line discount stores that offer a limited merchandise assortment at very low prices. Glossary Return to slide

  34. Full-line discount stores are retailers that offer a broad variety of merchandise, limited service, and low prices. Glossary Return to slide

  35. An intensive distribution strategy is designed to get products into as many outlets as possible. Glossary Return to slide

  36. Multichannel retailers are retailers that use some combination of stores, catalogs, and the Internet to sell merchandise. Glossary Return to slide

  37. Off-price retailers offer an inconsistent assortment of brand name merchandise at low prices. Glossary Return to slide

  38. Selective distribution uses a few selected customers in a territory. Glossary Return to slide

  39. Specialty stores concentrate on a limited number of complementary merchandise categories and provide a high level of service in relatively small stores. Glossary Return to slide

  40. Supercenters are large stores that combine a supermarket with a full-line discount store. Glossary Return to slide

  41. Warehouse clubs are large retailers that offer a limited and irregular assortment of food and general merchandise with little service at low prices for ultimate consumers and small businesses. Glossary Return to slide

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