零售管理期末考试重点.docxVIP

零售管理期末考试重点 名词解释 哈夫法则Huff’s law of shopper attraction delineates trading areas on the basis of product assortment (of the items desired by the consumer) carried at various shopping locations, travel times from the shopper’s home to alternative locations, and the sensitivity of the kind of shopping to travel time. One-hundred Percent Location: Location where a retail establishment would achieve maximum sales volume compared to other locations in the local market area.直复营销direct maketing: Customer is first exposed to a good or service through a nonpersonal medium and then orders by mail, phone, fax, or computer 是个性化需求的产物，是传播个性化产品和服务的最佳渠道。是一种为了在任何地点产生可以度量的反应或达成交易而使用一种或几种广告媒体的互相作用的市场营销体系。网络作为一种交互式的可以双向沟通的渠道和媒体，它可以很方便为企业与顾客之间架起桥梁，顾客可以直接通过网络订货和付款，企业可以通过网络接收定单、安排生产，直接将产品送给顾客。基于互联网的的直复营销将更加吻合直复营销的理念。直复营销的特征可以概括为互联性、目标化、控制和连续性。直复营销的上述四个特征是相互联系的，其总的目标是通过建立数据库，保留老顾客，吸引新顾客，使顾客终身价值最大化。顾客终身价值是指顾客终身对一个企业带来的总的净收入，它意味着顾客对该企业保持忠诚的期间，将带来的预期未来收入的价值总和。传统营销涉及到推销费用、广告媒体费用、仓储费用、渠道费用等，管理和销售成本十分之高，而直复营销在一定程度上费用较低了、效率提高了。 Advantages(Reduced costs/Lower prices/Large geographic coverage/Convenient to customers/Ability to pinpoint customer segments/Ability to eliminate sales tax for some/Ability to supplement regular business without additional outlets) Limitations (Products cannot be examined prior to purchase/Costs may be underestimated/Response rates to catalogs under 10%/Clutter exists/Long lead time required/Industry reputation sometimes negative) 零售轮转理论：零售组织变革有着一个周期性的像一个旋转的车轮一样的发展趋势。新的零售组织最初都采取低成本、低毛利、低价格的经营政策。当它取得成功时，必然会引起他人效仿，结果，激烈的竞争促使其不得不采取价格以外的竞争策略，诸如增加服务、改善店内环境，这势必增加费用支出，使之转化为高费用、高价格、高毛利的零售组织。与此同时，又会有新的革新者以低成本、低毛利、低价格为特色的零售组织开始问世，于是轮子又重新转动。超级市场、折扣商店、仓储式商店都是沿着这一规律发展起来的。零售轮转揭示的3种基本的战略定位：低端：低价、有限设施和服务，针对价格敏感型消费者；中端：中等价位、改善的设施，针对价值和服务意识较强的消费者；高端：高价、一流的设施与服务，针对上层消费者。 Reilly’s law of retail gravitation, a traditional means of trading-area delineation, establishes a point of indifference between two cities or communities, so the trading area of each can be determined 零售引力法则：一个城市对周围地区的吸引力与它