chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Mar 26, 2015
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chapter
retailing and multichannel marketing
fifteen
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVES
LO1 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers.
LO2 Outline the considerations associated with choosing retail partners.
LO3 List the three levels of distribution intensity. LO4 Describe the various types of retailers.LO5 Describe the components of a retail strategy.LO6 Identify the benefits of stores. LO7 Identify the benefits of multichannel retailing. LO8 Detail the challenges of multichannel retailing.
Retailing and Multichannel Marketing
15-2
Factors for Establishing a Relationship with Retailers
15-3
Choosing Retail PartnersChannel Structure
©M Hruby
15-4
Choosing Retail PartnersCustomer Expectations
15-5
Choosing Retail PartnersChannel Member Characteristics
15-6
Choosing Retail PartnersDistribution Intensity
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15-7
Identify Types of Retailers
15-8
Food Retailers
Peapod Website
15-9
General Merchandise Retailers
15-10
Developing a Retail Strategy Using the Four P’s: Product
Providing the right mix of merchandise and servicesProviding the right mix of merchandise and services
AP Photo/David Kohl
15-11
Price
Price defines the value of both the merchandise and the service provided
Price defines the value of both the merchandise and the service provided
Courtesy DDB - London
15-12
Promotion
Retailers use a wide variety of promotions, both within their retail
environment and through mass media
Retailers use a wide variety of promotions, both within their retail
environment and through mass mediaC
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Bass
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AP P
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15-13
Place
Convenience is a key ingredient to
success
Convenience is a key ingredient to
success
©M Hruby
The McGraw-Hill Companies, Inc/Jill Braaten, photographer
15-14
Benefits of Stores for Consumers
15-15
Benefits of the Internet and Multichannel Retailing
15-16
Effective Multichannel Marketing
15-17
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