This document summarizes key marketing decisions that retailers and intermediaries must make, including selecting target markets, determining appropriate product assortments and pricing, optimizing order processing, warehousing, inventory levels, and transportation choices. It discusses factors like employing various channels to reach customers, matching products to shopper experiences, establishing sourcing policies, using direct product profitability, shortening order-to-payment cycles, locating warehouses, balancing inventory and order costs, and considering containerization.

1. What marketing decisions do these
intermediaries make?
Presented by: Haneesh Vengala
IIT MADRAS

2. Marketing decisions of retailers
• Target Markets

3. • Retailers must decide which channels to
employ to reach their customers.

4. • The retailer’s product assortment must
match the target market’s shopping
experiences in breadth and depth.

5. • After deciding on product-assortment strategy , the
retailer must establish sources, policies and practices.
• Stores are using direct product profitability
to measure product’s handling costs

6. • Prices must be set in relationship to target
market, product-and-service assortmet
mix

14. Order Procesing
• Companies today should try to shorten
order-to-payment cycle

15. Warehousing
• Companies should locate the places to store their stock.
• Companies might centralize its inventory
and use fast transportation to fill orders

16. Inventory
• Inventory cost increases at an accelerating rate as
customer-service level approaches 100 percent.
. Company needs to balance order-processing and
inventory-carrying costs

18. . Transportation choices affect product pricing,on time
delivery and condition of goods which affects customer
satisfaction.
. Companies should consider Containerization.

19. The End
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