Pride-CH17

Pride-CH17 - Understand the purpose and function of...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Understand the purpose and function of retailers in the marketing channel Identify the major types of retailers Recognize the various forms of direct marketing Examine major types of franchising and its benefits and weaknesses Explore strategic issues in retailing Retailers are the most visible channel members Important channel link because both are marketers for, and customers of, producers and wholesalers Retailers perform many marketing functions In strategic position to develop relationships with consumers and partnerships with producers and other intermediaries Transactions where ultimate consumers are the buyers Products sold are used for family, personal or household Critical to national economy Facilitates overall selling process Organization that buys products for purposes of reselling them to ultimate consumer Success comes from having strong customer focus coupled with desired levels of service and the right product Marketing Footnote: With the advent of the “giant“ retailer like Wal-Mart, the power has shifted from producer to retailer when dictating terms. Convenient shopping Assist in selection Facilitate comparison shopping Demonstrate product Deliver product Etc. Marketing Footnote: Retailers need to create user friendly Web-sites to make it easy for customers to communicate and shop. General Merchandise Offer wide variety...
View Full Document

{[ snackBarMessage ]}

Page1 / 30

Pride-CH17 - Understand the purpose and function of...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online