Trading-AreaAnalysis幻灯片.pptVIP

Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall * * * * * * * * * * * * * * * * * * * * Benefits of Trading-Area Analysis Discovery of consumer demographics and socioeconomic characteristics Opportunity to determine focus of promotional activities Opportunity to view media coverage patterns Assessment of effects of trading area overlap Ascertain whether chain’s competitors will open nearby Discovery of ideal number of outlets, geographic weaknesses Review of other issues (e.g. transportation) * Figure 9-2: The Trading-Areas of Current and Proposed Outlets * GIS Sof