Nov 13 - Distribution Strategy, Part III

Nov 13 - Distribution Strategy, Part III - gift wrapping;...

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Distribution Strategy, Part 3 November 13, 2009 Instructor: Tamar Milne
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Agenda Finish discussion questions: Business Is Blooming video case Distribution intensity Retailing Retailing and the marketing mix For next class. .. Project next steps 2
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Distribution Intensity Distribution intensity: number of channel members at each level Intensive: as many points of sale as possible Selective: choose a limited number of intermediaries Exclusive: single intermediary in a given area 3
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Retailing Strategy Retailing: selling to the ultimate consumer for personal (not business) use Includes non-store retailing (a.k.a. direct marketing) Often multi-channel Follows marketing strategy: target market, positioning, marketing mix 4
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Retailing Strategy: Product General merchandise categories, products and product lines carried Services offered e.g. return privileges; delivery and installation;
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Unformatted text preview: gift wrapping; registries; food service; complimentary services. .. 5 Retailing Strategy: Price Align pricing with all other aspects of marketing mix Mark-ups and mark-downs; promotional pricing strategies 6 Retailing Strategy: Distribution Location, location, location Applies to brick-and-mortar stores and websites Hours of operation Store atmospherics Layout, lighting, scents, sounds, cleanliness, colours, staff appearance, product presentation. .. 7 Retailing Strategy: Promotion In-store and out-of-store communication General information: hours, location, history Shopping-specific: prices, new arrivals, special promotions. .. In-store displays and signage (merchandising) 8 For Next Class. .. Reading: Chapter 15: Integrated Marketing Communications 9...
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This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at The University of British Columbia.

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Nov 13 - Distribution Strategy, Part III - gift wrapping;...

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