Each Target store will feature a “store within a store” concept called Eva’s. Each mini store will be in
a prominent location in the center core of Target. It will have the signature look designed by Eva and
Additional Teaching Tips
This chapter explores the issues manufacturers consider when choosing retail partners. Students
evaluate the types of retailers available for distributing products and learn how manufacturers and
retailers work together to develop strategies.
The core component of this chapter is distribution intensity of: exclusive, selective, and intensive. It
is important to also point out that the type of distribution is ALSO dependent upon the retail outlets or
multi-channels that agree to stock the product. Products with high involvement of decision making
such as cars, HD TVs, appliances take up space in the showroom and retailers do have a choice on
whether they want to give up that space to your brand or another manufacturer’s. Good channel
relationships are key especially when it comes to the retailer who will make decisions on how the
product is presented to the target market.
The benefit to the manufacturer provided by using different channels is key and the application
questions in the chapter also give students an opportunity to apply these concepts.
Stores Catalogs Internet
Browsing Convenience Broader selection
Touching and feeling Information More information
Personal service Safety Personalization
Cash and credit Touch and feel attributes
Entertainment and social