Chapter 17 Flashcards
Manufacturers are used
to control the supply chain
Retailing falls at the
end of the supply chain
Retail Channels=
catalogs, Internet, physical stores, restaurants, hotels, etc.
Factor #1 to consider when establishing a relationship with retailers
choose the retail partner
Factor #2 to consider when establishing a relationship with retailers
identify type of retailer
Factor #3 to consider when establishing a relationship with retailers
develop a retail strategy
Factor #4 to consider when establishing a relationship with retailers
manage an omnichannel strategy
Factor #5 to consider when establishing a relationship with retailers
does NOT include ways to lower production costs
Channel structure= degree of _______, manufacturers _____, and power of manufacturer and _________
vertical integration, brand, retailer
Customer expectations of
where they can find the product
Intensive (ex: Pepsi)
get info at as many as possible
Selective (ex: pharmaceuticals)
few selected retailers
Exclusive (ex: Coach)
exclusive geographic areas
