MKT 300: Chapter 16: Retailing and Omnichannel Marketing

What is the selective level of distribution intensity?

uses a few selected customers in a territory

What are the 4 factors manufacturers should consider as they develop their strategy for working with retailers?

1. choosing retailing partners 2. identifying types of retailers 3. developing a retail strategy 4. managing a omnichannel strategy

What are the advantages of traditional stores versus Internet-only-stores?

browsing, touching & feeling, personal service, cash and credit, entertainment & social interaction, instant gratification, & risk deduction

What are the considerations associated with choosing retail partners?

degree of vertical integration, manufacturer's brand, power of manufacturer and retailer

What is intensive level of distribution intensity?

designed to get products into as many outlets as possible

What is the exclusive level of distribution intensity?

is when manufacturers grants exclusive geographic territories to one or very few retail customers so no other customers in the territory can sell a particular brand

What strategies distinguish the different types of general merchandise retailers?

- full-line discount, specialty, department, off-price, department stores, drug stores, category specialist, extreme value,

What strategies distinguish the different types of food retailers?

- supermarket, supercenter, convenience, warehouse club

What are the various types of retailers?

Food, General merchandise & Service - auto rental, health spa, vision center, bank

What are the components of a retail strategy?

Like other marketers, retailers perform important functions that increase the value of the products and services they sell to consumers. These functions are classified into the four Ps: product, price, promotion, and place.

What are the benefits and challenges of omnichannel retailing?

benefits: deeper & broader selection, personalization (gain insight into customer shopping behavior & increase customer satisfaction) & expand market presence omnichannel retailers are ones that use some combination of stores, catalogs, & the internet to sell stuff challenges: lack of inventory, Poor Visibility into Inventory in Transit, Segmented Supply Chain Processes, Unreliable Order Fulfillment Processes, Finding the Right Transportation & Reverse Logistics.

What is co-op advertising?

an important tool that allows manufacturers to help retailers with advertising & other promotional costs