Humanities

Factors for Establishing a Relationship with Retailers The Communication Process Sender (Firm), Transmitter encodes message, Communications channel (Media)

Choosing retailing partners Receiver (Consumer) decodes message

Identifying types of Retailers AWARENESS Senders first must gain the attention… A multichannel approach

Developing a retail strategy increases the likelihood the message will be received

Managing a multichannel strategy INTEREST After awareness comes persuasion The customer must want to further investigate the product/service

Choosing Retail Partners DESIRE you like and want something and action

Channel Structure

Degree of vertical integration What are the different elements of an IMC program?

Manufacturers brand Advertising, sales promotion, public relations and personal selling, electronic media, direct marketing

Power of manufacturer and retailer Setting and Allocating the IMC Budget Objective-and-task method n Rule-of-thumb methods

Choosing Retail Partners

Channel Member Characteristics Measuring Success Using Marketing Metrics frequency, reach, gross rating points, web tracking

Larger firms *

Less likely to use supply chain intermediaries

Can gain more control, be more efficient, and save money.

Larger firms often find that by performing the channel functions

themselves, they can gain more control, be more efficient

, and save money

Choosing Retail Partners

Distribution Intensity

Intensive- Soft drinks

Exclusive-

Selective- Pharmaceuticals

Product characteristics drive supply chain structures,

in that mass merchandise products use intensive

distribution, whereas luxury goods employ

exclusive distribution.

What issues should manufacturers consider

when choosing retail partners?...