chapter retailing and multichannel marketing 16 mcgraw-hill/irwin copyright © 2012 by the...
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CHAPTER
RETAILING AND MULTICHANNEL MARKETING
16
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
16-2
LEARNING OBJECTIVES
Retailing and Multichannel Marketing
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.
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Barbie Megastore
Imaginechina via AP Images
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Factors for Establishing a Relationship with Retailers
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Choosing Retail PartnersChannel Structure
©M Hruby
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Choosing Retail PartnersCustomer Expectations
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Choosing Retail PartnersChannel Member Characteristics
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Choosing Retail PartnersDistribution Intensity
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16-9
Distribution Intensity
Courtesy Birkenstock USA
16-10
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?
16-11
Retailer’s Reaction?C
ou
rtesy
ww
wad
bu
sters
org
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Types of Retailers
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Food Retailers
Peapod Website
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General Merchandise Retailers
16-15
Kmart and Sears
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GNC Private Brands
Courtesy GNC Corporation Courtesy GNC Corporation
16-17
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?
Check Yourself
16-18
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
16-19
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
Build-a-Bear Workshop Commercial
Courtesy DDB - London
16-20
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
ou
rtesy
Bass
Pro
Sh
op
s
AP P
hoto
/Mark
Hu
mp
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y
16-21
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
16-22
Wal-Mart Faces Biggest Civil Rights Suits
16-23
Benefits of Stores for Consumers
16-24
Benefits of the Internet and Multichannel Retailing
16-25
How does the Internet Improve Multichannel Shopping?
Cou
rtesy
LL
Bean
16-26
Retailers can do more online…
Zafu Website
16-27
Perceived Risk in Internet Shopping
Courtesy Zafu
16-28
Effective Multichannel Marketing
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