Marketing Channels Retailing & Wholesaling Reference: Christine Nordhielm, Marta Depena-Baron, Marketing Management: The Big Picture, Wiley Global Education, 2013. Philip Kotler and Gary Armstrong, Principles of Marketing (2014, 15th edition)
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Marketing Channels Retailing & Wholesaling
Reference: Christine Nordhielm, Marta Depena-Baron, Marketing Management: The Big Picture, Wiley Global Education, 2013. Philip Kotler and Gary Armstrong, Principles of Marketing (2014, 15th edition)
The Nature and Importance of Marketing Channels
Number of Channel Levels
Copyright ©2014 by Pearson Education Copyright ©2014 by Pearson Education
Retailing
■ Product assortment ■ Services mix ■ Store atmosphere
Retailer: Product Assortment and Service
Retailing Retailer: Price Decision
■ High markup on lower volume
■ Low markup on higher volume
■ Everyday low pricing (EDLP)
■ “High-low” pricing
Retailing Retailer: Promotion Decision
Copyright ©2014 by Pearson Education
■ Advertising
■ Personal selling
■ Sales promotion
■ Public relations (PR)
■ Direct marketing
Source: “The Future of Shopping” by Darrell Rigby, Harvard Business Review December 2011 issue.
Source: “The Future of Shopping” by Darrell Rigby, Harvard Business Review December 2011 issue.
source: http://www.wired.com/2014/11/ebays-plan-reinvent-retail-shopping-magic-mirrors/
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