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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
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