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 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.

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 12.