Chapter 01 零售学.pptx
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Chapter 01 零售学.pptx
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McGraw-Hill/IrwinRetailingManagement,6/eCopyright2007byTheMcGraw-HillCompanies,Inc.Allrightsreserved.Chapter1IntroductiontotheWorldofRetailingWhatisRetailing?
Retailingasetofbusinessactivitiesthataddsvaluetotheproductsandservicessoldtoconsumersfortheirpersonalorfamilyuse.Aretailerisabusinessthatsellsproductsand/orservicestoconsumersforpersonalorfamilyuse.JamesDarell/GettyImages2ExamplesofRetailersRetailers:
Kohls,Macys,Wendys,A,JiffyLube,AMCTheaters,AmericanEagleOutfitter,KrogerFirmsthatareretailersandwholesalersthatselltootherbusinessaswellasconsumers:
OfficeDepot,TheHomeDepot,UnitedAirlines,BankofAmerica,CostcoTheMcGraw-HillCompanies,Inc./AndrewResek,photographerTheMcGraw-HillCompanies,Inc./JohnFlournoy,photographer3RetailingisaHighTechIndustrySellingMerchandiseovertheInternetUsingInternettomanagesupplychainsAnalyzePOSdatatotailorassortmentstostoresComputersystemsformerchandiseplanningRyanMcVay/GettyImages4NatureofRetailIndustryisChangingMomandPopStoreToTodaysRetailer5WorldsLargestRetailers6TheDistributionChannel7Manufacturing,WholesalingandRetailingVerticalIntegrationfirmperformsmorethanonesetofactivitiesEx:
retailerinvestsinwholesalingormanufacturingBackwardIntegrationretailerperformssomedistributionandmanufacturingactivitiesEx:
JCPenneysellsArizonajeans(PrivateLabel)ForwardIntegrationmanufacturersundertakeretailingactivitiesEx:
RalphLaurenoperatesitsownstores8HowRetailersAddValueBreakBulk-BuyitinquantitiescustomerswantHoldInventory-BuyitataconvenientplacewhenyouwantitProvideAssortment-BuyotherproductsatthesametimeOfferServices-Seeitbeforeyoubuy,getcredit,layawayRyanMcVay/GettyImages9HowRetailersAddValueThevalueoftheproductandserviceincreasesastheretailerperformsfunctions.BicycleisdevelopedatmanufacturerBicycleisdevelopedinseveralstylesBicycleisofferedinconvenientlocationsinquantitiesofoneBicycleisfeaturedonfloordisplayBicyclecanbeboughtoncreditorputonlayaway10SocialandEconomicSignificanceofRetailingCommunitySupportOver$3.4trillioninannualU.S.salesgreaterthanmedicalcare,housing,recreationcombinedEmploys27millionpeople21%ofnon-agriculturalUSworkforceManagementtrainingopportunitiesEntrepreneurialopportunities11RetailingisBigPartofEconomyServices(45.8%)Manufacturing(11.2%)Retail(21.8%)Government(16.6%)Other5.6%12ComparisonofDistributionChannelsAcrosstheGlobe13RetailMixRetailStrategyCustomerServiceLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay14MacysRetailMixRetailStrategyCustomerServiceLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay15MacysRetailMixEnclosedMallsCustomerServiceMerchandiseAssortmentPricingCommunicationMixStoreDisplayAndDesignLocationStrategy16MacysRetailMixLocationPricingCommunicationMixStoreDesignandDisplayCustomerServiceManyItemsinApparelandSoftHomeAssortmentStrategy17MacysRetailMixLocationCommunicationMixStoreDesignandDisplayCustomerServiceMerchandiseAssortmentModeratewithFrequentSalesPricingStrategy18MacysRetailMixCommunicationMixTV,NewspaperAdsandSpecialEventsStoreDesignAndDisplayMerchandiseAssortmentPricingCustomerServiceLocation19MacysRetailMixStoreDesignandDisplayRacetrackwithDisplaysCustomerServiceLocationMerchandiseAssortmentsPricingCommunicationMix20MacysRetailMixCustomerServiceModestLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay21TargetsRetailMixRetailStrategyCustomerServiceLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay22TargetsRetailMixFree-standingStoresCustomerServiceMerchandiseAssortmentPricingCommunicationMixStoreDisplayAndDesignLocationStrategy23TargetsRetailMixLocationPricingCommunicationMixStoreDesignandDisplayCustomerServiceLargeNumberofCategoriesPrivateLabelsFewItemsinEachCategoryAssortmentStrategy24TargetsRetailMixLocationCommunicationMixStoreDesignandDisplayCustomerServiceMerchandiseAssortmentLowtoModestPricingStrategy25TargetsRetailMixCommunicationMixTVandNewspaperInsertAdsStoreDesignAndDisplayCustomerServiceLocationMerchandiseAssortmentPricing26TargetsRetailMixStoreDesignandDisplayColorful,wideaislesdisplaysforproductswithagridlayoutCustomerServiceLocationMerchandiseAssortmentsPricingCommunicationMix27TargetsRetailMixCustomerServiceLimitedLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay28JCPenneysStrategicEvolutionMainStreetprivatelabelsoftgoodsretailerChangesinenvironment-increaseddisposableincome,growthofsuburbs,interstatehighwayprogramEmulateSearsinenclosedsuburbanmallsFocusonsoftgoods-dropautomotive,sportinggoods,hardwareDevelopcatalog,developelectronicretailingStandalonestoresCentralizedcheckout29OrganicandnaturalfoodssupermarketchainAssortmentbeyondorganic/naturalfoodsPrivatelabels-WholeFood,360DayValueLove,trust,andemployeeempowermentAlwaysinnovation:
CandyIslandLamarStreetGreensFifthStreetSeafoodIn-storeMassageTherapistWholeFoodsImplementation30EthicalSituationsforaRetailManagerShouldaretailersellmerchandisethatissuspectswasmadeusingchildlabor?
Shoulditadvertisethatitspricesarelowestinareaeventhoughsomeitemsarenot?
Shouldabuyeracceptanexpensivegiftfromavendor?
Shouldsalespeopleusehigh-pressuresaleswhentheyknowtheproductisnotthebestforthecustomersneeds?
Shouldaretailergivepreferencetominoritieswhenmakingapromotiondecision?
Shouldaretailertreatsomecustomersbetterthanothers?
31MisconceptionsAboutCareersinRetailingDontneedcollegeLowpayLonghoursBoringDead-endjobNobenefitsEveryoneispart-timeUnstableenvironmentNoopportunityforwomenandminoritiesTheMcGraw-HillCompanies,Inc./AndrewResek,photographer32TypesofJobsinRetailingMostentryleveljobsareinstoremanagementorbuying,buttheres-accountingandfinance-realestate-humanresourcemanagement-supplychainmanagement-advertising-publicaffairs-informationsystems-lossprevention-visualmerchandising33
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