Choosing Retail Partners Channel Structure Degree of vertical integration Manufacturers brand Power...
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Choosing Retail Partners Channel Structure 15-1
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Transcript of Choosing Retail Partners Channel Structure Degree of vertical integration Manufacturers brand Power...
Choosing Retail PartnersDistribution Intensity
15-3
Few selected customers in a territory.
Manufacturers grant exclusive geographic territories to one or very few retail customers so no other customers in the territory can sell a particular brand.
Products into as many outlets as possible.
Developing a Retail Strategy Using the Four P’s: Product
Providing the right mix of merchandise and services
Price
Price defines the value of both the merchandise and the service provided
Price defines the value of both the merchandise and the service provided
Promotion
Retailers use a wide variety of promotions, both within their retail environment and through mass media