Documentos de Académico
Documentos de Profesional
Documentos de Cultura
is Retailing Retail Careers and Job Skills The Retailer in the Channel of Distribution The Retailer as an Image Creator Retailers and the Marketing Concept A Retail Challenge: The Right Merchandising Blend
DEFINITIONS
RETAILING is the business activity of selling goods and services to the final consumer RETAILER is any business which directs its marketing effort towards the final consumer for the purpose of selling goods or services -greater than 50% of the total sales must be retail sales to be a retailer -many types of retailers
RETAILERS Sell smaller product quantities on a more frequent basis Store facilities open to the general public Higher per unit price due to individual unit sales Almost exclusive reliance on one price policy Ultimate consumers makes initial sales contact Considerable emphasis placed on store atmosphere
RETAILING IS:
educational, exciting dynamic, demanding small town, big city local, regional, national, international the management of change the most imp link in the distribution channel a major economic force a significant area for career opportunities
Many job opportunities in smallest towns or largest urban center High job security, even in times of economic stagnation Many opportunities for advancement Many opportunities for women Salaries vary significantly; often low pay at start Skills gained in retailing are transferable to other job opportunities The downsides of retail careers are:
image problems constant evaluation
2. Operations
RETAIL CHALLENGE
You are given the job to head a committee to select a new president for a retail chain. Rank the following criteria on a scale of 110(where 10 is high) on the importance of each criteria in evaluating candidates. 1. hard work 6. initiative 2. analytical skills 7. leadership 3. creativity 8. organization 4. decisiveness 9. risk taking 5. flexibility 10. stress tolerance
Professionally managed and centrally programmed networks, pre-engineered to achieve operating economies and maximum market impact Allows the channel team to achieve technological, managerial, and promotional leverage Achieved through persuasive administrative powers legally binding contractual agreements partial or total ownership of channel members
Retailing is an image creating activity!! Image is a mental picture that forms in the human mind as a result of many different stimuli Retail image is the impression, personality, or mental picture that is called to mind when a consumer is asked to describe a particular retail organization Retail image is created by many components!!
product factors service factors price factors location factors atmosphere factors layout and display factors communication factors
RETAIL IMAGES ARE IMPORTANT BECAUSE 1. Simplify the consumers decision making and shopping process. 2. Attract shoppers who have a self image close to the retailers image. 3. Help segment consumer markets and improve targeting. 4. Differentiate the retailer from competing retailers and other businesses.
ability of the firms merchandising programs to meet the needs of targeted consumers
With
ability of the firms administrative plans to meet the retailers need to operate effectively and efficiently
Retailers strive to sell customers what they want rather than what the retailer has bought
Retailers who adopt the marketing concept are neither exclusively customer driven or profit driven, they seek a workable balance between these two goals. Relationship marketing and retention retailing are important concepts
2. Cost 5X more to attract a new customer than it does to retain an existing one 3. Customers become more valuable over time less wasted retail effort as retailer knows the customer and what s/he wants greater price advantage as customer is less price sensitive lower transactional cost lower communication costs
the right product in the right quantities in the right place at the right time at the right price by the right appeal with the right service