Video Title: Nike

Length: 9:21

Classroom Application: Instructors will find this video useful in the study of retail management, marketing intermediaries, and private label brands. Students learn about channels options and Instructors can enhance this lesson with a lecture about the future trends in marketing concepts.

Synopsis

This video describes the variety of Nike products, its target market, and the channels used to sell products. An overview of marketing intermediaries and channels are presented in the video; and the methods of distribution in those channels.

Discussion Questions

  1. What was the benefit to Nike when it developed Nike.com? Be specific.

The benefits associated with Nike.com included, but were not limited to increased sales, improved efficiency, it offered a new form of non-store retailing, and the ability to sell products faster to consumers.

  1. Discuss two channels that Nike uses to sell or distribute its products.

To meet consumer needs and demands, Nike uses a variety of channels to satisfy its consumer needs. Nike uses retailers and non-store retailers to sell products. An example of the non-store retailer is the Nike.com Web site and an example of a retail store is Footlocker.

  1. List at least three of Nike’s product assortments and explain why it matches the consumer needs and expectations.

Nike’s product assortment to satisfy consumers included famous shoes, sporting equipment, and clothing. These products meet and exceed consumer expectations. Consumers equate a healthy lifestyle with Nike products.

Quiz

  1. What is the benefit of intermediaries at Nike?
  2. Improve efficiency
  3. Decrease in sales
  4. Improve research and development
  5. None of the above

Answer: a

Explanation: An important benefit to Nike when they use intermediaries is improved efficiency.

  1. Which of the following categories of non-store retailing is popular at Nike?
  2. Catalogues
  3. Direct marketing
  4. Automatic vending
  5. Both A and B

Answer: d

Explanation: Nike’s popular method of non-store retailing is direct marketing through the Nike Web site and the use of catalogues.

  1. What intermediaries enhance the operations at Nike?
  2. Retailers
  3. Wholesalers
  4. Logistical organizations
  5. All of the above

Answer: d

Explanation: Nike improves efficiency through intermediaries that include retailers, wholesalers, and logistical organizations.

  1. Which of the following best describes the services mix that is offered to consumers at Nike?
  2. Sporting equipment
  3. Clothing
  4. Shoes
  5. All of the above

Answer: d

Explanation: Nike is famous for its shoes, but it also sells a variety of equipment and clothing to meet and exceed consumer preferences.

  1. Who did Nike established private label brands with?
  2. Raymore Shoes
  3. Ditto Shoe Store
  4. Payless Shoes
  5. None of the above

Answer: c

Explanation: Nike established private label brands with Payless Shoes.