Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
0Activity
0 of .
Results for:
No results containing your search query
P. 1
ch14

ch14

Ratings: (0)|Views: 2 |Likes:
Published by Shelly Agarwal

More info:

Published by: Shelly Agarwal on Dec 19, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPTX, PDF, TXT or read online from Scribd
See more
See less

05/05/2012

pdf

text

original

 
Buying Merchandise
 
Brand Alternatives
Manufacturer (National) Brands
Designed, produced, and marketed by
a vendor and sold by manyretailers
Producing
with consistent quality
and undertaking a mktg program toestablish an
appealing brand image
Private-Label (Store) Brands
Developed by retailer and only sold in retailer’s
outlets
Develop specifications for their labels and then contract with manufacturerlocated in developing economies to produce their products
Establish
distinct image among retailers
Licensed Brand
Developed by licensee and sold to either licensor or retailer
Either retailer who license the name and then contract with manufacturerto produce licensed product or a third party that has the merchandiseproduced and then sell it to retailers
 
Manufacturer Labels
 Advantages
More desired by customers
Resell excessive merchandise
Don’t need skills and people to
develop and promote merchandise
Build image and reduce selling andpromotional expenses
Brand loyalty bcoz customers knowwhat to expect from products
Disadvantages
Lower margins because of vendors expense of promotingthe brand
 Vulnerable to competitivepressures
Stocking national brands may
decrease or increase storeloyalty
Limit a retailer’s flexibility.
 Vendors dictate the terms of purchase

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->