M & M$\text{'}$s Multichannel Marketing

The traditional method for Mars, Inc., to get its merchandise to the final consumer is through retailers. This activity is important because there are other options for delivery that have relative advantages from not only the retailer's perspective, but from the manufacturer's and customer's perspective as well. Mars, Inc. wants to take advantage of synergies that come from providing products through multiple channels.

Retailing is the final touch point in the supply chain that acts as the primary interface with the consumer. Regardless of how strong a firm's marketing strategy is$,$ if the product or service is not available when and where the customer wants it$,$ the product or service will not sell. In order to have better control over their interactions with consumers, many manufacturers have evolved their placement strategies to include multiple channels as distribution outlets to reach their customers. This includes using stores, catalogs, and the Internet to sell merchandise and reach customers. The goal of this activity is to demonstrate an understanding of omnichannel marketing.

Click the $$ button to watch the video. Then, answer the questions that follow.

$-0$:$35$

$1\mathrm{.}25$x

As M&M$\text{'}$s have become more popular, the product can even be found in $$big box retailers,$$ otherwise known as

Multiple Choice

supercenters.

full$-$line discount stores.

supermarkets.

factory outlets.

category specialists.