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Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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Presentation on theme: "Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin."— Presentation transcript:

1 chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2 LEARNING OBJECTIVES LO1Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. LO2Outline the considerations associated with choosing retail partners. LO3List the three levels of distribution intensity. LO4Describe the various types of retailers. LO5Describe the components of a retail strategy. LO6Identify the benefits of stores. LO7Identify the benefits of multichannel retailing. LO8Detail the challenges of multichannel retailing. Retailing and Multichannel Marketing 15-2

3 Factors for Establishing a Relationship with Retailers 15-3

4 Choosing Retail Partners Channel Structure Degree of vertical integration Manufacturers brand Power of manufacturer and retailer ©M Hruby 15-4

5 Choosing Retail Partners Customer Expectations 15-5

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. 15-6

7 Choosing Retail Partners Distribution Intensity IntensiveExclusiveSelective ©Jeff Greenberg/PhotoEdit ©Susan Van Etten/PhotoEdit 15-7

8 Identify Types of Retailers 15-8

9 Food Retailers Peapod Website 15-9

10 General Merchandise Retailers Broad variety and deep assortment Department Stores Broad variety at low prices Full-line Discount Limited merchandise with service in small store Specialty Specialty for pharmaceutical and heath Drugstores Discount with narrow but deep assortment Category Specialist Full line, limited, very low prices Extreme value Inconsistent assortment of brand name at low prices Off-Price 15-10

11 Developing a Retail Strategy Using the Four Ps: Product Providing the right mix of merchandise and services Providing the right mix of merchandise and services AP Photo/David Kohl 15-11

12 Price Price defines the value of both the merchandise and the service provided Courtesy DDB - London 15-12

13 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 media Courtesy Bass Pro Shops AP Photo/MarkHumphrey 15-13

14 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 15-14

15 Benefits of Stores for Consumers BrowsingTouching and FeelingPersonal ServiceCash and CreditEntertainment and Social InteractionInstant GratificationRisk Reduction 15-15

16 Benefits of the Internet and Multichannel Retailing Deeper and Broader Selection Personalization Gain Insights into Consumer Shopping Behavior Increase Customer Satisfaction and Loyalty Expand Market Presence 15-16

17 Effective Multichannel Marketing Integrated CRM Brand Image Pricing Supply Chain 15-17

18 Return to slide Category specialists are discount stores that offer a narrow but deep assortment of merchandise. Glossary 15-18

19 Return to slide Convenience stores provide a limited variety and assortment of merchandise at a convenient location in 2,000-3,000 square foot stores with speedy checkout. Glossary 15-19

20 Return to slide A conventional supermarket is a self-service food store offering groceries, meat, and produce with limited sales of nonfood items, such as health and beauty aids and general merchandise. Glossary 15-20

21 Return to slide Department stores are retailers that carry a broad variety and deep assortment, offer customer services, and organize their stores into distinct departments for displaying merchandise. Glossary 15-21

22 Return to slide Drugstores are specialty stores that concentrate on pharmaceuticals and health and personal grooming merchandise. Glossary 15-22

23 Return to slide An exclusive distribution policy is when manufacturers grant exclusive geographic territories to one or very few retail customers so no other customers in the territory can sell a particular brand. Glossary 15-23

24 Return to slide Extreme value retailers are small, full-line discount stores that offer a limited merchandise assortment at very low prices. Glossary 15-24

25 Return to slide Full-line discount stores are retailers that offer a broad variety of merchandise, limited service, and low prices. Glossary 15-25

26 Return to slide An intensive distribution strategy is designed to get products into as many outlets as possible. Glossary 15-26

27 Return to slide Multichannel retailers are retailers that use some combination of stores, catalogs, and the Internet to sell merchandise. Glossary 15-27

28 Return to slide Off-price retailers offer an inconsistent assortment of brand name merchandise at low prices. Glossary 15-28

29 Return to slide Selective distribution uses a few selected customers in a territory. Glossary 15-29

30 Return to slide Specialty stores concentrate on a limited number of complementary merchandise categories and provide a high level of service in relatively small stores. Glossary 15-30

31 Return to slide Supercenters are large stores that combine a supermarket with a full-line discount store. Glossary 15-31

32 Return to slide Warehouse clubs are large retailers that offer a limited and irregular assortment of food and general merchandise with little service at low prices for ultimate consumers and small businesses. Glossary 15-32


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