Chapter 13: Retailing and Multichannel Marketing

Question 1

Retailing

Answer 1

sits at the end of the supply chain

marketing meets the consumer

fulfilling customer expectations

set of business activities that add value

stores, catalogues, internet

Question 2

factors for establishing a relationship with retailers (4)

Answer 2

choosing retail partners

identifying types of retailers

developing a retail strategy

managing a multichannel strategy

Question 3

stylized facts

Answer 3

mom and pop specialty stores

department stores

chain stores - major threat to department stores

discount retailers

Question 4

food retailers

Answer 4

conventional supermarket, big box retailer, convenience store

Question 5

general merchandise retailers

Answer 5

discount store, specialty store, category specialists

Question 6

the wheel of retailing

Answer 6

doesn’t apply to luxury brands

outlet starts with low prices, margins, status

outlet now has higher prices, margins, status

outlet now has still higher prices, margins, status

new from of outlet enters retailing environment with characteristics outlet box 1

Question 7

creating a retail strategy using the 4 P’s

Answer 7

INNOVATION