1、Chapter 1An Introduction to RetailingRETAIL MANAGEMENT:A STRATEGIC APPROACH, 9th EditionBERMAN EVANS.RetailingRetailing encompasses the business activities involved in selling goods and services to consumers for their personal, family, or household use. It includes every sale to the final consumer.R

2、etailing is the last stage in the distribution process.Issues in RetailingHow can we best serve our customers while earning a fair profit?How can we stand out in a highly competitive environment where consumers have too many choices?How can we grow our business, while retaining a core of loyal custo

3、mers? .The PhilosophyRetailers can best address these questions by fully understanding and applying the basic principles of retailing, as well as the elements in a well-structured, systematic, and focused retail strategy.Figure 1.1 Boom Times for Costco.An Ideal Candidate for Retailing CareerBe a pe

4、ople person(擅長跟人打交道者; 受歡迎的人; 人緣好的人) Be flexible(靈敏的，變通的)Be decisiveHave analytical(分析的) skillsHave stamina(耐力，耐久力).Table 1.1 The 10 Largest Retailers in the U.S., 2001RankCompany$ Sales (million)# of stores# of employees1Wal-Mart219,8124,4141,383,0002Home Depot53,5531,348256,3003Kroger50,0983,534288

5、,0004Sears41,0782,960310,0005Target39,3621,381223,5006Albertsons37,9312,400220,0007Kmart37,0282,150240,5258Costco34,79736964,5009Safeway34,3011,773193,00010J.C. Penney32,0043,770270,000Retail trends often mirror trends in a nations overall economy.Figure 1.3 The High Costs and Low Profits of Retaili

6、ng.Figure 1.4 A Typical Channel of DistributionManufacturerWholesalerFinal ConsumerRetailerAll of the businesses and people involved in the physical movement and transfer of ownership of goods and serives from producer to consumer.Figure 1.5 The Retailers Role in the Sorting ProcessRetialers collect

7、 and assortment from various sources, buy in larger quantity, and sell in small amounts.sorting process(分揀過程).Multi-Channel RetailingA retailer sells to consumers through multiple retail formatsWeb sitesPhysical stores.Figure 1.6 J.C. Penney and Multi-Channel Retailing.Relationship Management Among

8、Retailers and SuppliersDisagreements may occur:control over channelprofit allocationnumber of competing retailersproduct displayspromotional supportpayment termsoperating flexibility.Distribution TypesExclusive(獨家分銷): suppliers make agreements with one or few retailers that designate the latter as t

9、he only ones in a specified geographic area to carry certain brands or productsIntensive(密集分銷): suppliers sell through as many retailers as possibleSelective(選擇性分銷): suppliers sell through a moderate number of retailers.Figure 1.7 Comparing Distribution Types.Figure 1.8 Special Characteristics Affec

10、ting RetailersRetailersStrategy Small Average SaleImpulse PurchasePopularityofStores.Retail StrategyAn overall plan for guiding a retail firmInfluences the firms business activitiesInfluences firms response to market forces.Six Steps in Strategic Planning1. Define the type of business 2. Set long-ru

11、n and short-run objectives3. Determine the customer market4. Devise an overall, long-run plan5. Implement an integrated strategy6. Evaluate and correct.Figure 1.9 “Pay Less + Export More at Target.Aspects of Targets StrategyAppeal to a prime marketDistinctive company imageFocusStrong customer servic

12、eGrowth-oriented objectivesMultiple points of contactEmployee relationsInnovationCommitment to technologyCommunity involvementConstantly monitoring performance.Figure 1.10 Applying the Retail ConceptCustomer OrientationCoordinated EffortValue drivenGoal OrientationRetailingConceptRetailStrategy.The

13、Total Retail ExperienceThe Total Retail Experience includes all the elements in a retail offering that encourage or inhibit consumers during their contact with a retailer.For the shopper segment to which it appeals, the total retail experience must be aimed at fulfilling that segments expectations.F

14、igure 1.11 Eliminating Shopper Boredom.Customer ServiceActivities undertaken by a retailer in conjunction with the basic goods and services it sells. (identifiable but sometimes intangible)Store hoursParkingShopper-friendlinessCredit acceptanceSalespeople.Figure 1.12 A Customer Respect ChecklistDo w

15、e trust our customers?Do we stand behind what we sell?Is keeping commitments to customers important to our company?Do we value customer time?Do we communicate with customers respectfully?Do we treat all customers with respect?Do we thank customers for their business?Do we respect employees?.Relation

16、ship RetailingSeek to establish and maintain long-term bonds with customers, rather than act as if each sales transaction is a completely new encounterConcentrate on the total retail experienceMonitor satisfaction Stay in touch with customers.Effective Relationship RetailingUse a win-win approachIt

17、is harder to get new customers than to keep existing ones happyDevelop a customer databaseOngoing customer contact is improved with information on peoples attributes and shopping behavior.Approaches to the Study of RetailingInstitutionalFunctionalStrategicTypes of retailers and their developmentactivitiesDefining, setting objectives appealing to, developing, implementing, reviewing.Parts of Retail Management: A Strategic ApproachBuilding relationships and strategic planningRetailing institutions Consumer behavior and information gatheringElements of retailing strategyIntegrating, analyzing