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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Chapter,1,An Introduction to Retailing,RETAIL MANAGEMENT:,A STRATEGIC APPROACH,9th Edition,BERMAN EVANS,Retailing,Retailing,encompasses the business activities involved in selling goods and services to consumers for their personal,family,or household use.It includes every sale to the final consumer.,Retailing is the last stage in the distribution process.,Issues in Retailing,How can we best serve our customers while earning a fair profit?,How can we stand out in a highly competitive environment where consumers have too many choices?,How can we grow our business,while retaining a core of loyal customers?,The Philosophy,Retailers can best address these questions by fully understanding and applying the basic principles of retailing,as well as the elements in a well-structured,systematic,and focused retail strategy.,Figure 1.1 Boom Times for Costco,An Ideal Candidate for Retailing Career,Be a people person(,善于跟人打交道者,;,受欢迎的人,;,人缘好的人,),Be flexible(,灵活的，变通的,),Be decisive,Have analytical(,分析的,)skills,Have stamina(,耐力，持久力,),Table 1.1,The 10 Largest Retailers in the U.S.,2001,Rank,Company,$Sales,(million),#of stores,#of employees,1,Wal-Mart,219,812,4,414,1,383,000,2,Home Depot,53,553,1,348,256,300,3,Kroger,50,098,3,534,288,000,4,Sears,41,078,2,960,310,000,5,Target,39,362,1,381,223,500,6,Albertsons,37,931,2,400,220,000,7,Kmart,37,028,2,150,240,525,8,Costco,34,797,369,64,500,9,Safeway,34,301,1,773,193,000,10,J.C.Penney,32,004,3,770,270,000,Retail trends often mirror trends in a nations overall economy.,Figure 1.3 The High Costs and Low Profits of Retailing,Figure 1.4 A Typical Channel of Distribution,Manufacturer,Wholesaler,Final,Consumer,Retailer,All of the businesses and people involved in the physical movement and transfer of ownership of goods and serives from producer to consumer.,Figure 1.5,The Retailers Role in the Sorting Process,Retialers collect and assortment from various sources,buy in larger quantity,and sell in small amounts.,sorting process,(,分拣过程,),Multi-Channel Retailing,A retailer sells to consumers through multiple retail formats,Web sites,Physical stores,Figure 1.6 J.C.Penney and Multi-Channel Retailing,Relationship Management Among Retailers and Suppliers,Disagreements may occur:,control over channel,profit allocation,number of competing retailers,product displays,promotional support,payment terms,operating flexibility,Distribution Types,Exclusive(,独家分销,),:suppliers make agreements with one or few retailers that designate the latter as the only ones in a specified geographic area to carry certain brands or products,Intensive(,密集分销,),:suppliers sell through as many retailers as possible,Selective(,选择性分销,),:suppliers sell through a moderate number of retailers,Figure 1.7 Comparing Distribution Types,Figure 1.8 Special Characteristics Affecting Retailers,Retailers,Strategy,Small,Average,Sale,Impulse,Purchase,Popularity,of,Stores,Retail Strategy,An overall plan for guiding a retail firm,Influences the firms business activities,Influences firms response to market forces,Six Steps in Strategic Planning,1.Define the type of business,2.Set long-run and short-run objectives,3.Determine the customer market,4.Devise an overall,long-run plan,5.Implement an integrated strategy,6.Evaluate and correct,Figure 1.9 “Pay Less+Export More”at Target,Aspects of Targets Strategy,Appeal to a prime market,Distinctive company image,Focus,Strong customer service,Growth-oriented objectives,Multiple points of contact,Employee relations,Innovation,Commitment to technology,Community involvement,Constantly monitoring performance,Figure 1.10 Applying the Retail Concept,Customer Orientation,Coordinated Effort,Value driven,Goal Orientation,Retailing,Concept,Retail,Strategy,The Total Retail Experience,The Total Retail Experience,includes all the elements in a retail offering that encourage or inhibit consumers during their contact with a retailer.,For the shopper segment to which it appeals,the total retail experience must be aimed at fulfilling that segments expectations.,Figure 1.11 Eliminating Shopper Boredom,Customer Service,Activities undertaken by a retailer in conjunction with the basic goods and services it sells.(identifiable but sometimes intangible),Store hours,Parking,Shopper-friendliness,Credit acceptance,Salespeople,Figure 1.12 A Customer Respect Checklist,Do we trust our customers?,Do we stand behind what we sell?,Is keeping commitments to customers important to our company?,Do we value customer time?,Do we communicate with customers respectfully?,Do we treat all customers with respect?,Do we thank customers for their business?,Do we respect employees?,Relationship Retailing,Seek to establish and maintain long-term bonds with customers,rather than act as if each sales transaction is a completely new encounter,Concentrate on the total retail experience,Moni
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