Unit 4 retailing
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1) The document discusses factors manufacturers should consider when developing relationships with retailers and strategies for omnichannel marketing. It outlines the four factors - channel structure, customer expectations, channel member characteristics, and distribution intensity. 2) It then describes the types of retailers - food, general merchandise, and services. It also discusses developing a retail strategy using the four P's of product, price, promotion, and place. 3) Benefits of stores include browsing, touching products, personal service, and instant gratification. Benefits of omnichannel include deeper selection, personalization, and expanding market presence. Effective omnichannel requires integrated strategies across CRM, brand, pricing, and supply chain.
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Marketing Channels & Channel Conflicts - Aditya Dasgupta
This is a research project by Aditya Dasgupta for the purpose of Training & Development. All information has been produced by secondary research and does not claim copyright.
Total Package Project Associates | +91 97699 47764 | aditya@totalpackageprojects | startupdoc.tumblr.com
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Vertical channel conflict occurs between members of the same distribution channel, such as a manufacturer and retailer. Horizontal channel conflict occurs between competitors at the same level of the distribution channel, such as between two retailers selling competing products. Channel conflict arises due to goal incompatibility, unclear roles and rights, differences in perceptions, and intermediaries' dependence on manufacturers. It can be managed through adopting superordinate goals, exchanging employees, co-optation, and using mediation, negotiation, or legal means.
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Marketing Channels & Channel Conflicts - Aditya Dasgupta
This is a research project by Aditya Dasgupta for the purpose of Training & Development. All information has been produced by secondary research and does not claim copyright.
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Unit 4 retailing
- 2. 17-2 L E A R N I N G O B J E C T I V E S Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. Outline the considerations associated with choosing retail partners. List the three levels of distribution intensity. Describe the various types of retailers. Describe the components of a retail strategy. Identify the benefits of stores. Identify the benefits of omnichannel retailing. Detail the challenges of omnichannel retailing. Retailing and omnichannel Marketing LO1 LO2 LO3 LO4 LO5 LO6 LO7 LO8
- 3. 17-3 Factors for Establishing a Relationship with Retailers Managing a omnichannel strategy Developing a retail strategy Identifying types of Retailers Choosing retailing partners
- 4. 17-4 Choosing Retail Partners Channel Structure Degree of vertical integration Manufacturers brand Power of manufacturer and retailer ©M Hruby
- 5. 17-5 Choosing Retail Partners Customer Expectations
- 6. 17-6 Choosing Retail Partners Channel Member Characteristics Larger firms Less likely to use supply chain intermediaries Can gain more control, be more efficient, and save money.
- 7. 17-7 Choosing Retail Partners Distribution Intensity Intensive Exclusive Selective ©JeffGreenberg/PhotoEdit ©SusanVanEtten/PhotoEdit
- 8. 17-8 CHECK YOURSELF 1. What issues should manufacturers consider when choosing retail partners? 2. What is the difference between intensive, exclusive, and selective levels of distribution intensity?
- 10. 17-10 Food Retailers Supermarket Supercenter Warehouse Club Convenience Store Limited nonfood Includes discount store Limited assortment Limited variety Differentiates different types of foods Wal-Mart, Meijer, K-Mart, Target Little service Includes: Costco, Sams, BJ’s Good locations Peapod
- 11. 17-11 General Merchandise Retailers • Broad variety and deep assortmentDepartment Stores • Broad variety at low pricesFull-line Discount • Limited merchandise with service in small storeSpecialty • Specialty for pharmaceutical and heathDrugstores • Discount with narrow but deep assortmentCategory Specialist • Full line, limited, very low pricesExtreme value • Inconsistent assortment of brand name at low pricesOff-Price
- 12. 17-12 Services Retailers Firms that primarily sell services rather than merchandise, are a large and growing part of the retail industry Ryan McVay/Getty Images
- 13. 17-13 CHECK YOURSELF 1. What strategies distinguish the different types of food retailers? 2. What strategies distinguish the different types of general merchandise retailers? 3. Are organizations that provide services to consumers considered to be retailers?
- 14. 17-14 Developing a Retail Strategy Using the Four P’s: Product Providing the right mix of merchandise and services AP Photo/David Kohl
- 15. 17-15 Price Price defines the value of both the merchandise and the service provided Courtesy DDB - London Walmart’s Profits Drop
- 16. 17-16 Promotion Retailers use a wide variety of promotions, both within their retail environment and through mass media CourtesyBassProShops APPhoto/MarkHumphrey
- 17. 17-17 Place Convenience is a key ingredient to success ©M Hruby The McGraw-Hill Companies, Inc/ Jill Braaten, photographer
- 18. 17-18 Benefits of Stores for Consumers Browsing Touching and Feeling Personal Service Cash and Credit Entertainment and Social Interaction Instant Gratification Risk Reduction
- 19. 17-19 Benefits of the Internet and Omnichannel Retailing Deeper and Broader Selection Personalization • Gain Insights into Consumer Shopping Behavior • Increase Customer Satisfaction and Loyalty Expand Market Presence
- 21. 17-21 CHECK YOURSELF 1. What are the components of a retail strategy? 2. What are the advantages of traditional stores versus Internet-only stores? 3. What challenges do retailers face when marketing their products through multiple channels?