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

chapter

retailing and multichannel marketing

fifteen

Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Page 2: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

LEARNING OBJECTIVES

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.

Retailing and Multichannel Marketing

15-2

Page 3: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Factors for Establishing a Relationship with Retailers

15-3

Page 4: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Choosing Retail PartnersChannel Structure

©M Hruby

15-4

Page 5: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Choosing Retail PartnersCustomer Expectations

15-5

Page 6: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Choosing Retail PartnersChannel Member Characteristics

15-6

Page 7: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Choosing Retail PartnersDistribution Intensity

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Page 8: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Identify Types of Retailers

15-8

Page 9: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Food Retailers

Peapod Website

15-9

Page 10: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

General Merchandise Retailers

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Page 11: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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

15-11

Page 12: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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

Courtesy DDB - London

15-12

Page 13: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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

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15-13

Page 14: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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

Page 15: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Benefits of Stores for Consumers

15-15

Page 16: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Benefits of the Internet and Multichannel Retailing

15-16

Page 17: Chapter retailing and multichannel marketing fifteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Effective Multichannel Marketing

15-17


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Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2004

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. 1

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

CHAPTER RETAILING AND MULTICHANNEL MARKETING 16 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,

McGraw-Hill Ryerson Copyright © 2006 by The McGraw-Hill

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies,

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

McGraw-Hill 10-1. 10 McGraw-Hill Systems Analysis & Programming

McGraw-Hill The McGraw-Hill Companies, Inc., 2004

McGraw-Hill © 2005 The McGraw-Hill Companies, Inc. All rights reserved. 1 The Sociological Perspective CHANGING SOCIETY part McGraw-Hill © 2005 The McGraw-Hill

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

Chapter retailing and multichannel marketing sixteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

McGraw-Hill 6-1. 6 McGraw-Hill Communications, Networks, & Safeguards

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies

Chapter 3 Multichannel Retailing McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin

McGraw-Hill©The McGraw-Hill Companies, Inc., 2000 SUBNETTING

Mcgraw Hill

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

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© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill

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