What marketing decisions do these intermediaries make?

Presented by: Haneesh Vengala IIT MADRAS

Marketing decisions of retailers

• Target Markets

• Retailers must decide which channels to

employ to reach their customers.

• The retailer’s product assortment must match the target market’s shopping experiences in breadth and depth.

• After deciding on product-assortment strategy , the retailer must establish sources, policies and practices.

• Stores are using direct product profitability

to measure product’s handling costs

• Prices must be set in relationship to target market, product-and-service assortmet mix

Order Procesing

• Companies today should try to shorten

order-to-payment cycle

Warehousing

• Companies should locate the places to store their stock.• Companies might centralize its inventory

and use fast transportation to fill orders

Inventory

• Inventory cost increases at an accelerating rate as customer-service level approaches 100 percent.

. Company needs to balance order-processing and

inventory-carrying costs

. Transportation choices affect product pricing,on time

delivery and condition of goods which affects customer

satisfaction.

. Companies should consider Containerization.

The End

Credits: Google Images