22: Availability
36 STUDENTS ENROLLED
About this course
The shopper is at the heart of the shopper marketing mix. We build this mix based on our understanding of who the shopper is and what their needs are. In addition, we consider three key elements: availability, communication and offer.
In this course we have an in-depth look at the importance of availability and the four shopper outcomes you can expect, should her preferred product not be on the shelf.
This course looks at the importance of ensuring your product is always available to the shopper.
Marketing professionals in the consumer goods or retail industry, wanting insight into shopper behaviour – particularly focussing on when the shopper’s product of choice is not available.
2 hours
Course Curriculum
| ES4C01U01 – The Marketing Mix | 00:05:00 | ||
| ES4C01U02 – The Three Elements | 00:05:00 | ||
| ES4C01Q01 | 01:00:00 | ||
| ES4C01U03 – Unavailability | 00:05:00 | ||
| ES4C01U04 – Four Shopper Outcomes | 00:10:00 | ||
| ES4C01U05 – Ranging and Merchandising | 00:30:00 | ||
| ES4C01U06 – Shelf Space Management | 00:05:00 | ||
| ES4C01U07 – An Iterative Process | 00:05:00 | ||
| ES4C01U08 – The Home Shelf | 00:10:00 | ||
| ES4C01Q02 | 01:00:00 | ||
| ES4C01U09 – How Ranging and Merchandising Impacts the Shopper | 00:10:00 | ||
| ES4C01U10 – The Marketing Mix | 00:15:00 | ||
| ES4C01U11 – Availability in the Digital World Podcast | 00:02:00 |
