现代零售管理知识概述（英文版）.pptx

现代零售管理知识概述（英文版）.pptx

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Chapter1AnIntroductiontoRetailingRETAILMANAGEMENT:

ASTRATEGICAPPROACH,9thEditionBERMANEVANSRetailingRetailingencompassesthebusinessactivitiesinvolvedinsellinggoodsandservicestoconsumersfortheirpersonal,family,orhouseholduse.Itincludeseverysaletothefinalconsumer.Retailingisthelaststageinthedistributionprocess.IssuesinRetailingHowcanwebestserveourcustomerswhileearningafairprofit?

Howcanwestandoutinahighlycompetitiveenvironmentwhereconsumershavetoomanychoices?

Howcanwegrowourbusiness,whileretainingacoreofloyalcustomers?

ThePhilosophyRetailerscanbestaddressthesequestionsbyfullyunderstandingandapplyingthebasicprinciplesofretailing,aswellastheelementsinawell-structured,systematic,andfocusedretailstrategy.Figure1.1BoomTimesforCostcoAnIdealCandidateforRetailingCareerBeapeopleperson（善于跟人打交道者善于跟人打交道者;受欢迎的人受欢迎的人;人缘好的人人缘好的人）Beflexible（灵活的，变通的灵活的，变通的）BedecisiveHaveanalytical（分析的分析的）skillsHavestamina（耐力，持久力耐力，持久力）Table1.1The10LargestRetailersintheU.S.,2001RankCompany$Sales（million）#ofstores#ofemployees1Wal-Mart219,8124,4141,383,0002HomeDepot53,5531,348256,3003Kroger50,0983,534288,0004Sears41,0782,960310,0005Target39,3621,381223,5006Albertsons37,9312,400220,0007Kmart37,0282,150240,5258Costco34,79736964,5009Safeway34,3011,773193,00010J.C.Penney32,0043,770270,000Retailtrendsoftenmirrortrendsinanationsoveralleconomy.Figure1.3TheHighCostsandLowProfitsofRetailingFigure1.4ATypicalChannelofDistributionManufacturerWholesalerFinalConsumerRetailerAllofthebusinessesandpeopleinvolvedinthephysicalmovementandtransferofownershipofgoodsandserivesfromproducertoconsumer.Figure1.5TheRetailersRoleintheSortingProcessRetialerscollectandassortmentfromvarioussources,buyinlargerquantity,andsellinsmallamounts.sortingprocess（分拣过程分拣过程）Multi-ChannelRetailingAretailersellstoconsumersthroughmultipleretailformatsWebsitesPhysicalstoresFigure1.6J.C.PenneyandMulti-ChannelRetailingRelationshipManagementAmongRetailersandSuppliersDisagreementsmayoccur:

controloverchannelprofitallocationnumberofcompetingretailersproductdisplayspromotionalsupportpaymenttermsoperatingflexibilityDistributionTypesExclusive（独家分销独家分销）:

suppliersmakeagreementswithoneorfewretailersthatdesignatethelatterastheonlyonesinaspecifiedgeographicareatocarrycertainbrandsorproductsIntensive（密集分销密集分销）:

supplierssellthroughasmanyretailersaspossibleSelective（选择性分销选择性分销）:

supplierssellthroughamoderatenumberofretailersFigure1.7ComparingDistributionTypesFigure1.8SpecialCharacteristicsAffectingRetailersRetailersStrategySmallAverageSaleImpulsePurchasePopularityofStoresRetailStrategyAnoverallplanforguidingaretailfirmInfluencesthefirmsbusinessactivitiesInfluencesfirmsresponsetomarketforcesSixStepsinStrategicPlanning1.Definethetypeofbusiness2.Setlong-runandshort-runobjectives3.Determinethecustomermarket4.Deviseanoverall,long-runplan5.Implementanintegratedstrategy6.EvaluateandcorrectFigure1.9“PayLess+ExportMore”atTargetAspectsofTargetsStrategyAppealtoaprimemarketDistinctivecompanyimageFocusStrongcustomerserviceGrowth-orientedobjectivesMultiplepointsofcontactEmployeerelationsInnovationCommitmenttotechnologyCommunityinvolvementConstantlymonitoringperformanceFigure1.10ApplyingtheRetailConceptCustomerOrientationCoordinatedEffortValuedrivenGoalOrientationRetailingConceptRetailStrategyTheTotalRetailExperienceTheTotalRetailExperienceincludesalltheelementsinaretailofferingthatencourageorinhibitconsumersduringtheircontactwitharetailer.Fortheshoppersegmenttowhichitappeals,thetotalretailexperiencemustbeaimedatfulfillingthatsegmentsexpectations.Figure1.11EliminatingShopperBoredomCustomerServiceActivitiesundertakenbyaretailerinconjunctionwiththebasicgoodsandservicesitsells.（identifiablebutsometimesintangible）StorehoursParkingShopper-friendlinessCreditacceptanceSalespeopleFigure1.12ACustomerRespectChecklistDowetrustourcustomers?

Dowestandbehindwhatwesell?

Iskeepingcommitmentstocustomersimportanttoourcompany?

Dowevaluecustomertime?

Dowecommunicatewithcustomersrespectfully?

Dowetreatallcustomerswithrespect?

Dowethankcustomersfortheirbusiness?

Dowerespectemployees?

RelationshipRetailingSeektoestablishandmaintainlong-termbondswithcustomers,ratherthanactasifeachsalestransactionisacompletelynewencounterConcentrateonthetotalretailexperienceMonitorsatisfactionStayintouchwithcustomersEffectiveRelationshipRetailingUseawin-winapproachItishardertogetnewcustomersthantokeepexistingoneshappyDevelopacustomerdatabaseOngoingcustomercontactisimprovedwithinformationonpeoplesattributesandshoppingbehaviorApproachestotheStudyofRetailingInstitutionalFunctionalStrategicTypesofretailersandtheirdevelopmentactivitiesDefining,settingobjectivesappealingto,developing,implementing,reviewingPartsofRetailManagement:

AStrategicApproachBuildingrelationshipsandstrategicplanningRetailinginstitutionsConsumerbehaviorandinformationgatheringElementsofretailingstrategyIntegrating,analyzing,andimprovingretailstrategy