Marketing Channels Retailing & Wholesaling

Reference: Christine Nordhielm, Marta Depena-Baron, Marketing Management: The Big Picture, Wiley Global Education, 2013. Philip Kotler and Gary Armstrong, Principles of Marketing (2014, 15th edition)

The Nature and Importance of Marketing Channels

Number of Channel Levels

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Retailing

■  Product assortment ■  Services mix ■  Store atmosphere

Retailer:  Product Assortment and Service

Retailing Retailer:  Price Decision

■  High markup on lower volume

■  Low markup on higher volume

■  Everyday low pricing (EDLP)

■  “High-low” pricing

Retailing Retailer: Promotion Decision

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■  Advertising

■  Personal selling

■  Sales promotion

■  Public relations (PR)

■  Direct marketing

Source: “The Future of Shopping” by Darrell Rigby, Harvard Business Review December 2011 issue.

Source: “The Future of Shopping” by Darrell Rigby, Harvard Business Review December 2011 issue.

source: http://www.wired.com/2014/11/ebays-plan-reinvent-retail-shopping-magic-mirrors/