This will require an understanding of:
- Types of outlets that sell the product
- The type of consumers they cater to and the expectations of the consumer. This includes customer needs that the retail outlet is fulfilling, the factors influencing the consumers to choose a particular outlet, and the extent to which they patronize the outlets.
- The behavior of the retailer with respect to displays, inventory, etc.
These profiles will help the marketer identify the type of outlets that would be catering to the target segment identified in the marketing strategy or the outlets that would suit their positioning strategy.
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