零售管理

Chapter1AnIntroductiontoRetailingRETAILMANAGEMENT:ASTRATEGICAPPROACH,9thEditionBERMANEVANSRetailingRetailingencompassesthebusinessactivitiesinvolvedinsellinggoodsandservicestoconsumersfortheirpersonal,family,orhouseholduse.Itincludeseverysaletothefinalconsumer.•Retailingisthelaststageinthedistributionprocess.IssuesinRetailingHowcanwebestserveourcustomerswhileearningafairprofit?Howcanwestandoutinahighlycompetitiveenvironmentwhereconsumershavetoomanychoices?Howcanwegrowourbusiness,whileretainingacoreofloyalcustomers?ThePhilosophyRetailerscanbestaddressthesequestionsbyfullyunderstandingandapplyingthebasicprinciplesofretailing,aswellastheelementsinawell-structured,systematic,andfocusedretailstrategy.Figure1.1BoomTimesforCostcoAnIdealCandidateforRetailingCareerBeapeopleperson(善于跟人打交道者;受欢迎的人;人缘好的人)Beflexible(灵活的，变通的)BedecisiveHaveanalytical(分析的)skillsHavestamina(耐力，持久力)Table1.1The10LargestRetailersintheU.S.,2001RankCompany$Sales(million)#ofstores#ofemployees1Wal-Mart219,8124,4141,383,0002HomeDepot53,5531,348256,3003Kroger50,0983,534288,0004Sears41,0782,960310,0005Target39,3621,381223,5006Albertson’s37,9312,400220,0007Kmart37,0282,150240,5258Costco34,79736964,5009Safeway34,3011,773193,00010J.C.Penney32,0043,770270,000Retailtrendsoftenmirrortrendsinanation’soveralleconomy.Figure1.3TheHighCostsandLowProfitsofRetailingFigure1.4ATypicalChannelofDistributionManufacturerWholesalerFinalConsumerRetailerAllofthebusinessesandpeopleinvolvedinthephysicalmovementandtransferofownershipofgoodsandserivesfromproducertoconsumer.Figure1.5TheRetailer’sRoleintheSortingProcessRetialerscollectandassortmentfromvarioussources,buyinlargerquantity,andsellinsmallamounts.—sortingprocess(分拣过程)Multi-ChannelRetailingAretailersellstoconsumersthroughmultipleretailformatsWebsitesPhysicalstoresFigure1.6J.C.PenneyandMulti-ChannelRetailingRelationshipManagementAmongRetailersandSuppliers•Disagreementsmayoccur:controloverchannelprofitallocationnumberofcompetingretailersproductdisplayspromotionalsupportpaymenttermsoperatingflexibilityDistributionTypes•Exclusive(独家分销):suppliersmakeagreementswithoneorfewretailersthatdesignatethelatterastheonlyonesinaspecifiedgeographicareatocarrycertainbrandsorproducts•Intensive(密集分销):supplierssellthroughasmanyretailersaspossible•Selective(选择性分销):supplierssellthroughamoderatenumberofretailersFigure1.7ComparingDistributionTypesFigure1.8SpecialCharacteristicsAffectingRetailersRetailer’sStrategySmallAverageSaleImpulsePurchasePopularityofStoresRetailStrategyAnoverallplanforguidingaretailfirmInfluencesthefirm’sbusinessactivitiesInfluencesfirm’sresponsetomarketforcesSixStepsinStrategicPlanning1.Definethetypeofbusiness2.Setlong-runandshort-runobjectives3.Determinethecustomermarket4.Deviseanoverall,long-runplan5.Implementanintegratedstrategy6.EvaluateandcorrectFigure1.9“PayLess+ExportMore”atTargetAspectsofTarget’sStrategyAppealtoaprimemarketDistinctivecompanyimageFocusStrongcustomerserviceGrowth-orientedobjectivesMultiplepointsofcontactEmployeerelationsInnovationCommitmenttotechnologyCommunityinvolvementConstantlymonitoringperformanceFigure1.10ApplyingtheRetailConceptCustomerOrientationCoordinatedEffortValuedrivenGoalOrientationRetailingConceptRetailStrategyTheTotalRetailExperience•TheTotalRetailExperienceincludesalltheelementsinaretailofferingthatencourageorinhibitconsumersduringtheircontactwitharetailer.•Fortheshoppersegmenttowhichitappeals,thetotalretailexperiencemustbeaimedatfulfillingthatsegment’sexpectations.Figure1.11EliminatingShopperBoredomCustomerService•Activitiesundertakenbyaretailerinconjunctionwiththebasicgoodsandservicesitsells.(identifiablebutsometimesintangible)StorehoursParkingShopper-friendlinessCreditacceptanceSalespeopleFigure1.12ACustomerRespectChecklistDowetrustourcustomers?Dowestandbehindwhatwesell?Iskeepingcommitmentstocustomersimportanttoourcompany?Dowevaluecustomertime?Dowecommunicatewithcustomersrespectfully?Dowetreatallcustomerswithrespect?Dowethankcustomersfortheirbusiness?Dowerespectemployees?RelationshipRetailing•Seektoestablishandmaintainlong-termbondswithcustomers,ratherthanactasifeachsalestransactionisacompletelynewencounter–Concentrateonthetotalretailexperience–Monitorsatisfaction–StayintouchwithcustomersEffectiveRelationshipRetailing•Useawin-winapproach–Itishardertogetnewcustomersthantokeepexistingoneshappy•Developacustomerdatabase–Ongoingcustomercontactisimprovedwithinformationonpeople’sattributesandshoppingbehaviorApproachestotheStudyofRetailingInstitutionalFunctionalStrategicTypesofretailersandtheirdevelopmentactivitiesDefining,settingobjectivesappealingto,developing,implementing,reviewingPartsofRetailManagement:AStrategicApproachBuildingrelationshipsandstrategicplanningRetailinginstitutionsConsumerbehaviorandinformationgatheringElementsofretailingstrategyIntegrating,analyzing,andimprovingretailstrategyImportantTermsandConcepts•Retailing•wholesaling•channelofdistribution•sortingprocess•exclusivedistribution•intensivedistribution•retailstrateg