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1、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 consu
2、mer. 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 l
3、oyal 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 Ca
4、reer,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,Retail trends often mirror trends in a nations overall economy.,Figure 1.3 The High Costs and Low Profits of Retailin
5、g,Figure 1.4 A Typical Channel of Distribution,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
6、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 m
7、ay 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 ge
8、ographic 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,Retail Strate
9、gy,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 pla
10、n 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
11、 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 e
12、lements 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
13、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 k
14、eeping 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-te
15、rm bonds with customers, rather than act as if each sales transaction is a completely new encounter Concentrate on the total retail experience Monitor satisfaction Stay in touch with customers,Effective Relationship Retailing,Use a win-win approach It is harder to get new customers than to keep exis
16、ting ones happy Develop a customer database Ongoing customer contact is improved with information on peoples attributes and shopping behavior,Approaches to the Study of Retailing,Institutional,Functional,Strategic,Types of retailers and their development,activities,Defining, setting objectives appealing to, developing, implementing, reviewing,Parts of Retail Management: A Strategic Approach,Building relationships and strategic planning Retailing institutions Consumer behavior and
