Marketing Channel Strategy
tải về 5.39 Mb. Chế độ xem pdf
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- Điều hướng trang này:
- Specialty Discounters/Category Killers.
- Convenience Store.
- Hypermarket.
| Specialty Stores.
Offer merchandise in one line (e.g., women’s apparel, electronics) with great depth of selection at prices comparable to those of department stores. Because of the seasonal nature of fashion goods, partner- ship with the manufacturer is essential. Manufacturer ships predetermined store assortments and usually prices the goods. Retailers might have joint ownership with the manufacturer. Examples: The Limited, The Gap, Zales. 10. Specialty Discounters/Category Killers. Offer merchandise in one line (e.g., sporting goods, office supplies, children’s merchandise) with great depth of selection at discounted prices. Stores usually range in size from 50,000 to 75,000 square feet. Buys direct in truckloads. Manufacturer will ship direct to the store. Most products do not need to be priced. National chains have created their own distribution centers to act as consolidators. Examples: Office Depot, Drug Emporium, Best Buy. 11. Convenience Store. A small, higher-margin grocery store that offers a limited selection of staple groceries, non-foods, and other convenience items; for exam- ple, ready-to-heat and ready-to-eat foods. The traditional format includes stores that started out as strictly convenience stores, but they may also sell gasoline. Examples: 7-Eleven, Wawa. The OmnI-ChAnnel eCOsysTem 27 12. Hypermarket. A very large food and general merchandise store with at least 100,000 square feet of space. Although these stores typically devote as much as 75 percent of their selling area to general merchandise, the food-to-general merchandise sales ratio typically is 60/40. Examples: Auchan, Carrefour, Fred Meyer. Service Provider-Based Channel Formats 1. tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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