MKT 300 1st Edition Lecture 19Outline of Last Lecture I. Supply Chain and Channel ManagementII. Supply Chain ManagementIII. Supply Chain, Marketing Channels, and Logistics are relatedIV. Making Information FlowV. Making Merchandise FlowVI. Managing Marketing Channels and Supply Chains Through Strategic RelationshipsOutline of Current Lecture I. Types of RetailersII. Developing a Retail Strategy Using the 4 P’sIII. Benefits of Stores for ConsumersIV. Benefits of the Internet and Multichannel RetailingV. Effective Multichannel MarketingVI. Choosing Retail Partners (Distribution Intensity)Current LectureI. Types of Retailersa. Foodi. Supermarket1. Limited nonfood2. Differentiated different types of foodii. Supercenter1. Includes discount store2. EX: Walmart, Kmart, Targetiii. ConvenienceThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.1. Limited variety2. Good locationsiv. Warehouse Club1. Limited service2. Costco & Sam’sb. General Merchandisei. Full-Line Discount: broad variety at low pricesii. Specialty: limited merchandise with service in small storeiii. Category Specialist: discount with narrow but deep assortmentiv. Department: broad variety and deep assortmentv. Drug: specialty for pharmaceutical and healthvi. Off-Price: inconsistent assortment of brand name at low pricesvii. Extreme Value: full line, limited, very low pricesc. Servicei. Auto Rentalii. Health Spaiii. Vision Centeriv. BankII. Developing a Retail Strategy Using the Four P’sa. Providing the right mix of merchandise and servicesb. Price defines the value of both the merchandise and the service providedc. Retailers use a wide variety of promotions, both within their retail environment and through mass mediad. Place: convenience is key ingredient to successIII. Benefits of Stores for Consumersa. Browsingb. Touching and Feelingc. Personal Serviced. Cash and Credite. Entertainment and Social Interactionf. Instant Gratificationg. Risk ReductionIV. Benefits of the Internet and Multichannel Retailinga. Deeper and broader selectionb. Personalizationc. Gain insights into consumer shopping behaviord. Increase customer satisfaction and loyaltye. Expand market presenceV. Effective Multichannel Marketinga. Integrated CRMb. Brand Imagec. Pricingd. Supply ChainVI. Choosing Retail Partners (Distribution Intensity)a. Intensiveb. Exclusive c.
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