零售管理.pptx
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零售管理.pptx
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Chapter1AnIntroductiontoRetailing,RETAILMANAGEMENT:
ASTRATEGICAPPROACH,9thEditionBERMANEVANS,Retailing,Retailingencompassesthebusinessactivitiesinvolvedinsellinggoodsandservicestoconsumersfortheirpersonal,family,orhouseholduse.Itincludeseverysaletothefinalconsumer.Retailingisthelaststageinthedistributionprocess.,IssuesinRetailing,Howcanwebestserveourcustomerswhileearningafairprofit?
Howcanwestandoutinahighlycompetitiveenvironmentwhereconsumershavetoomanychoices?
Howcanwegrowourbusiness,whileretainingacoreofloyalcustomers?
ThePhilosophy,Retailerscanbestaddressthesequestionsbyfullyunderstandingandapplyingthebasicprinciplesofretailing,aswellastheelementsinawell-structured,systematic,andfocusedretailstrategy.,Figure1.1BoomTimesforCostco,AnIdealCandidateforRetailingCareer,Beapeopleperson(善于跟人打交道者;受欢迎的人;人缘好的人)Beflexible(灵活的,变通的)BedecisiveHaveanalytical(分析的)skillsHavestamina(耐力,持久力),Table1.1The10LargestRetailersintheU.S.,2001,Retailtrendsoftenmirrortrendsinanationsoveralleconomy.,Figure1.3TheHighCostsandLowProfitsofRetailing,Figure1.4ATypicalChannelofDistribution,Allofthebusinessesandpeopleinvolvedinthephysicalmovementandtransferofownershipofgoodsandserivesfromproducertoconsumer.,Figure1.5TheRetailersRoleintheSortingProcess,Retialerscollectandassortmentfromvarioussources,buyinlargerquantity,andsellinsmallamounts.sortingprocess(分拣过程),Multi-ChannelRetailing,AretailersellstoconsumersthroughmultipleretailformatsWebsitesPhysicalstores,Figure1.6J.C.PenneyandMulti-ChannelRetailing,RelationshipManagementAmongRetailersandSuppliers,Disagreementsmayoccur:
controloverchannelprofitallocationnumberofcompetingretailersproductdisplayspromotionalsupportpaymenttermsoperatingflexibility,DistributionTypes,Exclusive(独家分销):
suppliersmakeagreementswithoneorfewretailersthatdesignatethelatterastheonlyonesinaspecifiedgeographicareatocarrycertainbrandsorproductsIntensive(密集分销):
supplierssellthroughasmanyretailersaspossibleSelective(选择性分销):
supplierssellthroughamoderatenumberofretailers,Figure1.7ComparingDistributionTypes,Figure1.8SpecialCharacteristicsAffectingRetailers,RetailStrategy,AnoverallplanforguidingaretailfirmInfluencesthefirmsbusinessactivitiesInfluencesfirmsresponsetomarketforces,SixStepsinStrategicPlanning,1.Definethetypeofbusiness2.Setlong-runandshort-runobjectives3.Determinethecustomermarket4.Deviseanoverall,long-runplan5.Implementanintegratedstrategy6.Evaluateandcorrect,Figure1.9“PayLess+ExportMore”atTarget,AspectsofTargetsStrategy,AppealtoaprimemarketDistinctivecompanyimageFocusStrongcustomerserviceGrowth-orientedobjectives,MultiplepointsofcontactEmployeerelationsInnovationCommitmenttotechnologyCommunityinvolvementConstantlymonitoringperformance,Figure1.10ApplyingtheRetailConcept,CustomerOrientation,CoordinatedEffort,Valuedriven,GoalOrientation,RetailingConcept,RetailStrategy,TheTotalRetailExperience,TheTotalRetailExperienceincludesalltheelementsinaretailofferingthatencourageorinhibitconsumersduringtheircontactwitharetailer.Fortheshoppersegmenttowhichitappeals,thetotalretailexperiencemustbeaimedatfulfillingthatsegmentsexpectations.,Figure1.11EliminatingShopperBoredom,CustomerService,Activitiesundertakenbyaretailerinconjunctionwiththebasicgoodsandservicesitsells.(identifiablebutsometimesintangible)StorehoursParkingShopper-friendlinessCreditacceptanceSalespeople,Figure1.12ACustomerRespectChecklist,Dowetrustourcustomers?
Dowestandbehindwhatwesell?
Iskeepingcommitmentstocustomersimportanttoourcompany?
Dowevaluecustomertime?
Dowecommunicatewithcustomersrespectfully?
Dowetreatallcustomerswithrespect?
Dowethankcustomersfortheirbusiness?
Dowerespectemployees?
RelationshipRetailing,Seektoestablishandmaintainlong-termbondswithcustomers,ratherthanactasifeachsalestransactionisacompletelynewencounterConcentrateonthetotalretailexperienceMonitorsatisfactionStayintouchwithcustomers,EffectiveRelationshipRetailing,Useawin-winapproachItishardertogetnewcustomersthantokeepexistingoneshappyDevelopacustomerdatabaseOngoingcustomercontactisimprovedwithinformationonpeoplesattributesandshoppingbehavior,ApproachestotheStudyofRetailing,Institutional,Functional,Strategic,Typesofretailersandtheirdevelopment,activities,Defining,settingobjectivesappealingto,developing,implementing,reviewing,PartsofRetailManagement:
AStrategicApproach,BuildingrelationshipsandstrategicplanningRetailinginstitutionsConsumerbehaviorandinformationgatheringElementsofretailingstrategyIntegrating,analyzing,andimprovingretailstrategy,ImportantTermsandConcepts,Retailingwholesalingchannelofdistributionsortingprocessexclusivedistributionintensivedistribution,retailstrategyselectivedistributionretailingconcepttotalretailexperiencecustomerservicerelationshipretailing,
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