Submitted by: Submitted by treasa15
Views: 10
Words: 1668
Pages: 7
Category: Business and Industry
Date Submitted: 12/09/2015 10:26 AM
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?...