Does your marketing plan involve using retailers? If the answer is no, read no further and do not include a retailing element in your plan. If the answer is yes:

1. Use Figure 16–8 to develop your retailing strategy by:

Fig 16-8

(a). Selecting a position in the retail positioning matrix and

(b). Specifying the details of the retailing mix.
2. Develop a positioning statement describing the breadth of the product line (broad versus narrow) and value added (low versus high).
3. Describe an appropriate combination of retail pricing, store location, retail communication, and merchandise assortment.
4. Confirm that the wholesalers needed to support your retailing strategy are consistent with the channels and intermediaries you selected in Chapter 15.

Broad =readth of roduct line Narrow Walmart bloomingdale's Low Walmart DSWSHOES DSW shoes TIMAL Value added Bloomingdale's TIFFANY & CO. Tiffany & Co. In High