Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
13
chapter
Prepared by
Deborah Baker
Texas Christian University
Level
Level of
of Service
Service
Product
Product Assortment
Assortment
Classification
Classification
of
of
Retail
Retail Price
Price
Establishments
Establishments
Chapter 13 Version 6e ©2002 South-Western 9
2
Ownership
Classification
Classification
of
of
Ownership
Ownership
Independent
Independent Franchises
Franchises
Retailers
Retailers
Chain
Chain Stores
Stores
Specialty
Specialty Stores
Stores
Supermarkets
Supermarkets
Drugstores
Drugstores
Convenience
Convenience Stores
Stores
Discount
Discount Stores
Stores
Restaurants
Restaurants
Chapter 13 Version 6e ©2002 South-Western 15
3
Scrambled Merchandising
Discount Specialty
Categories Stores
of Discount
Stores
Warehouse
Clubs
Off-Price
Discount Retailers
Chapter 13 Version 6e ©2002 South-Western 17
3
Mass Merchandising
A
A large
large retail
retail store
store combining
combining
Hypermarket
Hypermarket aa supermarket
supermarket and and
aa full-line
full-line discount
discount store.
store.
Retail
Retail store
store combining
combining groceries
groceries
Supercenter
Supercenter and
and general
general merchandise
merchandise goods
goods
with
with aa wide
wide range
range of
of services.
services.
Direct
Direct Retailing
Retailing
Direct
Direct Marketing
Marketing
Major
Major Forms
Forms
of
of
Nonstore
Nonstore Electronic
Electronic Retailing
Retailing
Retailing
Retailing
Chapter 13 Version 6e ©2002 South-Western 21
4
Direct Retailing
Direct
Direct Retailers
Retailers
sell
sell products:
products:
Home
Home Sales
Sales
Door-to-Door
Door-to-Door Parties
Parties
Office-to-Office
Office-to-Office
Types
Types Catalogs
Catalogs &
& Mail
Mail Order
Order
of
of
Direct
Direct
Marketing
Marketing Telemarketing
Telemarketing
Electronic
Electronic Retailing
Retailing
Types Shop-at-Home
Shop-at-Home Networks
Networks
Types
of
of
Electronic
Electronic
Retailing
Retailing
On-Line
On-Line Retailing
Retailing
Product
Product and
and Trade
Trade Name
Name
Franchising
Franchising
Basic
Basic Forms
Forms
of
of
Franchising
Franchising
Business
Business Format
Format
Franchising
Franchising
Product
Product and
and Dealer
Dealer agrees
agrees to
to sell
sell certain
certain
Trade
Trade Name
Name products
products provided
provided by
by aa manufacturer
manufacturer
Franchising
Franchising or
or wholesaler.
wholesaler.
Business
Business
Format An
An ongoing
ongoing business
business relationship
relationship
Format
Franchising between
between aa franchiser
franchiser
Franchising
and
and aa franchisee.
franchisee.
Define
Define &
& Select
Select
Key
Key Tasks
Tasks aa Target
Target Market
Market
in
in
Strategic
Strategic
Retailing
Retailing
Develop
Develop the
the “Six
“Six P’s”
P’s”
STEP
STEP 1:1: Geographics
Geographics
Segment
Segment the
the Market
Market
Psychographics
Psychographics
Product
Product Place
Place
STEP
STEP 2: 2:
Choose
Choose the
the Price
Price Personnel
Personnel
Retailing
Retailing Mix
Mix
Promotion
Promotion Presentation
Presentation
Personnel
Personnel Promotion
Promotion
Target
Market
Presentation
Presentation Place
Place
Price
Chapter 13 Version 6e ©2002 Price
South-Western 32
6
Product Offering
Public
Public Relations
Relations
Publicity
Publicity
Retail
Retail
Promotion
Promotion
Strategy
Strategy Sales
Sales Promotion
Promotion
Location
Location
Decisions
Decisions
Freestanding
Freestanding Mall
Mall
Store
Store
Shopping
Shopping
Center
Center
Advantages Disadvantages
Merchandise
Merchandise Type
Type &
& Density
Density
Fixture
Fixture Type
Type &
& Density
Density
Factors
Factors Sound
Sound
in
in
Creation
Creation Odors
Odors
of
of aa Store’s
Store’s
Atmosphere
Atmosphere Visual
Visual Factors
Factors
Chapter 13 Version 6e ©2002 South-Western 39
6
Personnel and Customer Service
Trading
Trading Up
Up
Two
Two Common
Common
Selling
Selling
Techniques
Techniques
Suggestive
Suggestive Selling
Selling
Reasons for
Global Expansion
Spread
Spread of
of Growth
Growth potential
potential
communication
communication in
in underserved
underserved
and
and mass
mass media
media markets
markets
Lowering
Lowering of
of trade
trade
barriers
barriers and
and tariffs
tariffs
Chapter 13 Version 6e ©2002 South-Western 42
7
Global Retailing
Market
Market Size
Size &
& Economics
Economics
Infrastructure
Infrastructure &
& Distribution
Distribution
Competition
Competition
Operations
Operations
Factors
Factors Used
Used Financial
Financial &
& Tax
Tax Reporting
Reporting
to
to Analyze
Analyze
Global Merchandise
Merchandise Acceptability
Acceptability
Global Retail
Retail
Markets
Markets Partnering
Partnering Capability
Capability
Chapter 13 Version 6e ©2002 South-Western 43
7
Global Retailing
Secure
Secure
Domestic
Domestic
Position
Position
Prerequisites for
Going Global
Long-Term
Long-Term
Perspective
Perspective
Consistent
Consistent
Global
Global and
and
Corporate
Corporate
Strategies
Strategies
Chapter 13 Version 6e ©2002 South-Western 44
8
Learning Objective
Entertainment
Entertainment
Trends in Convenience
Convenience
Retailing and
and Efficiency
Efficiency
Customer
Customer Management
Management
Customer
Customer
Relationship
Relationship Clienteling
Clienteling
Marketing
Marketing
Loyalty
Loyalty
Programs
Programs