Marketing Applications
I. Does Reebok pursue an intensive, an exclusive, or a se-lective distribution intensity strategy? Would you suggest any changes to this strategy?
2. Imagine that you designed a high end line of clothing and accessories. Which factors should you consider when choosing retail partners? What type of retailer would you choose as a partner? Why?
3. Some argue that retailers can be eliminated from the distribution channel because they only add costs to the final product without creating any value-added services in the process. Do you agree with this perspective? Are consumers likely to make most purchases directly from manufacturers in the near future? Provide justification for your answers.
4. Assume you have been given some money but told that it must be invested in a retailer’s stock. In which type of retailer would you choose to invest? Which specific re-tailer? Provide a rationale for your answers.
5. Provide examples of how P&G may work with Kroger to jointly plan and implement a retail strategy using the six Ps
6. Why have so many brick-and-mortar retailers adopted an omnichannel strategy?
7. You can purchase apparel at a discount store, specialty store, category specialist, off-price retailer, department store, or Internet-only store. From which of these types of stores do you shop? Explain why you prefer one type store over another.
