What does the process refer to when manufacturers choose specific retailers based on customer expectations?

The process of manufacturers choosing specific retailers based on customer expectations is best described as "retail alignment." This concept involves ensuring that the retailers selected match the preferences and expectations of the target customer base. When manufacturers consider customer expectations, they are thinking about how their product and brand image align with the retailer’s reputation, customer service quality, and product assortment.

This alignment is crucial because it influences where customers decide to shop and their overall satisfaction with the purchasing experience. For example, if a brand's target demographic values premium service and quality, choosing a high-end retailer would meet those expectations, increasing the likelihood of customer loyalty and sales success.

While market segmentation and targeting are related to understanding and reaching specific customer groups, retail alignment focuses specifically on the relationship between manufacturers and retailers in the context of customer shopping behavior and expectations. Thus, selecting "retail alignment" captures the essence of this strategic choice in retail marketing.