Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 1

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":
Use Figure 13-3 to develop your retailing strategy by ( a ) selecting a position in the retail positioning matrix and ( b ) specifying the details of the retailing mix.
FIGURE 13-3 Retailing strategy is related to store positioning and the retailing mix. Note the similarity between the retailing mix and the marketing mix.