Decisions made by the Intermediaries

A presentation made by Shalvi Rathi,MNNIT Allahabad under

Prof. Sameer Mathur,IIM Lucknow,Marketing Internship,2015

Marketing Decisions made by the Retailers

1.TARGET MARKETDefining the right audience

Channels to reach the audience-retail channel, a direct-response Internet site, virtual malls, and thousands of links

on affiliated sites.

2.Channels

The retailers product assortment must match the target market shopping expectations in breadth and depth.

3. PRODUCT ASSORTMENT

4. PROCUREMENTMerchandise sources, policies, and practices

5.SERVICESPrepurchase,Postpurchase,Ancillary

6. STORE ATMOSPHEREThe interior design and aura

Market Logistics Decisions

1.Order Processingshorten the order-to-payment

cycle

2.InventoryManage cost effectiveness

3.WarehouseReducing stocks,increase cost saving

4.TransportationShipping goods cost effectively

Thank you