Chapter 16 - Chapter 16 Retailing and Multichannel...

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Chapter 16- Retailing and Multichannel Marketing Retailing- set of business activities that add value to products and services sold to consumers for their personal or family use Multichannel strategy- involves selling in more than one channel (store, catalog and internet) Choosing Retail Partners: Channel structure Customer expectations Channel member characteristics Distribution intensity o Distribution intensity- number of channel members to use at each level of marketing channel; 3 levels (intensive, exclusive and selective) Intensive distribution- strategy designed to place products in as many outlets as possible Exclusive distribution- grants exclusive geographic territories to one or very few retail customers so no other retailers in the territory can sell a particular brand Selective Distribution- between intensive and exclusive distribution; relies on a few selected retail customers in a territory to sell products Identify Types of Retailers: Food Retailers
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This note was uploaded on 04/08/2012 for the course MAR 3023 taught by Professor Bagwhandee during the Fall '08 term at University of Central Florida.

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Chapter 16 - Chapter 16 Retailing and Multichannel...

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