TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 16: Retailing and multichannel marketing

Chapter 16: Retailing and multichannel marketing. When you finish this chapter, you should: Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers, outline the considerations associated with choosing retail partners, list the three levels of distribution intensity,. | retailing and multichannel marketing sixteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 16-1 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. LO 16-2 Outline the considerations associated with choosing retail partners. LO 16-3 List the three levels of distribution intensity. LO 16-4 Describe the various types of retailers. LO 16-5 Describe the components of a retail strategy. LO 16-6 Identify the benefits of stores. LO 16-7 Identify the benefits of multichannel retailing. LO 16-8 Detail the challenges of multichannel retailing Factors for Establishing a Relationship with Retailers 3 Choosing Retail Partners Channel Structure ©M Hruby 4 Choosing Retail Partners Customer Expectations 5 Choosing Retail Partners Channel Member Characteristics 6 Choosing Retail Partners Distribution Intensity

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