marketingGREWAL / LEVYM 15

RETAILING AND MULTICHANNEL MARKETING

Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

LEARNING OBJECTIVESLEARNING OBJECTIVES

Learning Objectives

What are the issues manufacturers consider when choosing retail partners?

What types of retailers are available for distributing products?

How do manufacturers and retailers work together to develop a strategy?

Why is multichannel marketing becoming such a prevalent channel strategy?

15-2

Factors for Establishing a Relationship with Retailers

15-3

Choosing Retail PartnersChannel Structure

15-4

Choosing Retail PartnersDistribution Intensity

15-5

Limited Distribution

15-6

Types of Retailers

15-7

Food Retailers

15-8

Peapod Website

General Merchandise Retailers

15-9

Facilitating Retail Strategy Using the Four P’s: Product

Providing the right mix of merchandise and servicesProviding the right mix of merchandise and services

15-10

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

15-11

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

15-12

Place

Convenience is a key ingredient to

success

Convenience is a key ingredient to

success15-13

Exploring Multiple Channel Options:

Benefits of Different Channels

15-14

Internet Channel

15-15

Apple Store

15-16

Which of the following is NOT a factor to consider when establishing a relationship with retailers?

A. Choosing retail partners

B. Facilitating retail strategy

C. Managing a multichannel strategy

D. Identifying types of retailers

E. All of the above

15-17

Choosing Retail PartnersCustomer Expectations

15-18

Red Bull is sold at convenience stores, supermarkets and warehouse clubs. Red Bull

has _________ distribution

A. selective

B. exclusive

C. intermediate

D. intensive

E. limited

15-19

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?

15-20

Retailer’s Reaction?

15-21

A ________ is a retailer with such an extensive assortment in a particular category that would-be competitors do not bother carrying that category of

products and instead, simply refer customers to the other firm.

A. specialty retailer

B. house breaker

C. market mammoth

D. revolutionary

E. category killer

15-22

GNC Private Brands

15-23

1. What are the different types of food retailers? What differences mark their strategies?

2. What are the different types of general merchandise retailers? What differences mark their strategies?

Check Yourself

15-24

Coupons, rebates, and online discounts are types of ________ used by retailers.

A. pricing promotions

B. specialty product displays

C. in-store promotions

D. off-price wholesaling

E. mass media advertising

15-25

How does the Internet Improve Multichannel Shopping?

15-26

Retailers can do more online…

Lands End Website

H&M’s (CSR) Website

15-27

Evolution toward Multichannel Marketing

15-28

Capabilities for Multichannel Retailing

Disintermediation

Disintermediation

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