Chapter 16: Retailing and multichannel marketing. When you finish this chapter, you should: Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers, outline the considerations associated with choosing retail partners, list the three levels of distribution intensity,. | retailing and multichannel marketing sixteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 16-1 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. LO 16-2 Outline the considerations associated with choosing retail partners. LO 16-3 List the three levels of distribution intensity. LO 16-4 Describe the various types of retailers. LO 16-5 Describe the components of a retail strategy. LO 16-6 Identify the benefits of stores. LO 16-7 Identify the benefits of multichannel retailing. LO 16-8 Detail the challenges of multichannel retailing Factors for Establishing a Relationship with Retailers 3 Choosing Retail Partners Channel Structure ©M Hruby 4 Choosing Retail Partners Customer Expectations 5 Choosing Retail Partners Channel Member Characteristics 6 Choosing Retail Partners Distribution Intensity | retailing and multichannel marketing sixteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 16-1 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. LO 16-2 Outline the considerations associated with choosing retail partners. LO 16-3 List the three levels of distribution intensity. LO 16-4 Describe the various types of retailers. LO 16-5 Describe the components of a retail strategy. LO 16-6 Identify the benefits of stores. LO 16-7 Identify the benefits of multichannel retailing. LO 16-8 Detail the challenges of multichannel retailing Factors for Establishing a Relationship with Retailers 3 Choosing Retail Partners Channel Structure ©M Hruby 4 Choosing Retail Partners Customer Expectations 5 Choosing Retail Partners Channel Member Characteristics 6 Choosing Retail Partners Distribution Intensity ©Jeff Greenberg/PhotoEdit ©Susan Van Etten/PhotoEdit 7 What issues should manufacturers consider when choosing retail partners? What is the difference between intensive, exclusive, and selective levels of distribution intensity? Types of Retailers 9 Food Retailers Supermarket Supercenter Warehouse Club Convenience Store Limited nonfood Includes discount store Limited assortment Limited variety Differentiates different types of foods Wal-Mart, Meijer, K-Mart, Target Little service Includes: Costco, Sams, BJ’s Good locations Peapod Website 10 General Merchandise Retailers 11 GNC Private Brands Courtesy GNC Corporation Courtesy GNC Corporation 12 Services Retailers Firms that primarily sell services rather than merchandise, are a large and growing part of the retail industry Ryan McVay/Getty Images 13 What strategies distinguish the different types of food retailers? What strategies distinguish the different types of general merchandise retailers? Are organizations that provide services
