Marketing Chapter 13 Notes LO!: Choosing Retail partners - Consider channel structure, where target customers expect to find products, and channel member characteristics Channel structure: - Are you established? Does manufacturer own store? - Think about where your consumers shop Customer Expectations: - From perspective of store, need to know target market, what they want - Same from perspective of manufacturer, where does your target market shop Channel member characteristics: - the larger the channel member, less likely to use intermediaries LO2: Identifying types of retilers - Manufacturers need to understand the general characteristics of different types of retailers so they can determine the best channels for their product. o Food retailers: now can find at drug stores, Walmart, amazon, Costco Conventional supermarket Big-box food retailer: supercentres, hypermarket, warehouse clubs Convenience store/gas stations o General merchandise retailers Discount stores: broad variety of merchandise, limited service, low prices Specialty stores: limited number of complementary merchandise categories in small stores. Targeted to very specific market segments Category specialists: narrow variety but deep assortment of merchandise (indigo) Category killer: offers so much of a specific category that it overwhelms market, no others can compete (homme depot, narrow variety but deep assortment of merchandise) Department stores: broad variety and lots of items within each type, collection of specialty shops almost (different worlds). The bay, for example.
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- Fall '12
- Marketing, Department stores