Choosing Retail Partners Channel Structure Degree of vertical integration Manufacturers brand Power of manufacturer and retailer 15-1.

Choosing Retail PartnersChannel Structure

15-1

Choosing Retail PartnersCustomer Expectations

15-2

Choosing Retail PartnersDistribution Intensity

15-3

Few selected customers in a territory.

Manufacturers grant exclusive geographic territories to one or very few retail customers so no other customers in the territory can sell a particular brand.

Products into as many outlets as possible.

Food Retailers

15-4

General Merchandise Retailers

15-5

Developing a Retail Strategy Using the Four P’s: Product

Providing the right mix of merchandise and services

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

Promotion

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

Place

Convenience is a key ingredient to success

Benefits of Stores for Consumers

15-10

Benefits of the Internet and Multichannel Retailing

15-11

What Information Can an Internet

Site Provide?

Capabilities for Multichannel RetailingD

isin

term

edia

tion

Dis

inte

rmed

iatio

n

15-13