零售管理资料文档.pptVIP

Chapter 1An Introduction to Retailing RETAIL MANAGEMENT: A STRATEGIC APPROACH, 9th Edition BERMAN EVANS Retailing Retailing 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. Retailing is the last stage in the distribution process. Issues in Retailing How 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 customers? The Philosophy Retailers 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 Career Be a people person(善于跟人打交道者; 受欢迎的人; 人缘好的人) Be flexible(灵活的，变通的) Be decisive Have analytical(分析的) skills Have stamina(耐力，持久力) Table 1.1 The 10 Largest Retailers in the U.S., 2001 Figure 1.3 The High Costs and Low Profits of Retailing Figure 1.4 A Typical Channel of Distribution Figure 1.5 The Retailer’s Role in the Sorting Process Multi-Channel Retailing A retailer sells to consumers through multiple retail formats Web sites Physical stores Figure 1.6 J.C. Penney and Multi-Channel Retailing Relationship Management Among Retailers and Suppliers Disagreements may occur: control over channel profit allocation number of competing retailers product displays promotional support payment terms operating flexibility Distribution Types Exclusive(独家分销): suppliers make agreements with one or few retailers that designate the latter as the only ones in a specified geographic area to carry certain brands or products Intensive(密集分销): suppliers sell through as many retailers as possible Selective(选择性分销): suppliers sell through a moderate number of retailers Figure 1.7 Comparing