Trade marketing strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Chapman
1993
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 225 S. graph. Darst. |
| ISBN: | 1853962139 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804124268910346240 |
|---|---|
| adam_text | CONTENTS
Page
Introduction
1 AN HISTORICAL PERSPECTIVE 15
Markets and fairs 15
A fair deal 16
The fixed shop 17
The industrial revolution and the mass market 18
The transport revolution 19
The wholesaler 21
The rise of the multiple 23
Social change and economic growth 25
Development of retailing 26
Conclusion 28
Keypoint summary 28
CASE STUDY: MARKS AND SPENCER UK 30
An outline history 30
Marks Spencer stores 31
Sales performance 34
Employees 35
Management 36
Product policy 38
Working with suppliers 40
Credit 41
Overseas operations 41
Distribution and service 41
Company philosophy 42
Appraising Marks Spencer s success 43
2 THE RISE OF MANUFACTURER POWER 45
Academic research into manufacturer/retailer relationships 45
The rise of the brand 47
Branding 49
Structural bases for power 51
The concept of power 53
Who has the power? 55
Is branding enough? 58
Keypoint summary 59
CASE STUDY: INTERVIEWS ABOUT THE RELATIONSHIPS BETWEEN
BUYERS AND SELLERS 61
T 3 THE RETAIL BUYING PROCESS 64
^ Models of buyer behaviour 65
Process models 68
Personal characteristics of the retail buyer 70
The Decision Making Unit 71
Buyer/seller models 73
Buying groups 75
Keypoint summary 76
CASE STUDY: EMMA SOMERSET 79
Women s fashions 79
Emma Somerset 80
4 UNDERSTANDING A RETAIL BUSINESS 82
Financial aspects of retailer planning 83
Profit measures at store level 86
Labour costs 88
Space as an asset 89
Financial performance criteria 91
Strategic planning and market position 91
Location strategy 92
Positioning or segmentation? 93
Retail positioning 94
Cost leadership as a strategy 96
Differentiation as the key? 97
Creating and sustaining a retail image 98
Strategy and financial performance in retailing 101
Keypoint summary 103
5 CONSUMER TRENDS 106
Society and the economy 107
Forecasts of demand 107
Social trends 108
Fragmentation and homogenisation 108
An ageing population 110
Lifestyle 112
A more concerned consumer? 114
Future trends 117
Time buying shoppers 118
Keypoint summary 120
6 THE OWN BRAND ISSUE 123 j
Distinguishing between the four terms 123 j
Retail brands 124
Generic products 127
The customer s view 127
The management of own brands by retailers 128
The manufacturer s response 133
Keypoint summary 137
CASE STUDY: ASDA BRAND 139
Asda Stores 139
Changes in organisation 139
Imitation or innovation? 140
The development process 141
Launch coordination and administration 143
7 SUPPLY CHAIN MANAGEMENT 144
Physical distribution management 144
Logistics management 146
Just in time 146
Time to market 147
Supply chain management 147
Information as a source of power and control 149
Pipeline stocks 150
The whiplash effect 151
Electronic information 152
Retailer logistics 153
Quick response systems 154
Sharing information 155
Keypoint summary 155
CASE STUDY: THE APPLICATION OF EDI TO THE TRADING OF
PERISHABLE FOODS 158
The new system 159
8 CHANNEL POLICY 161
Channels and sub channels 161
The channel design process 163
Wholesalers 165
Vertical integration 166
Factory shops 167
Concessions 167
Franchising 168
Direct marketing/home shopping 169
Vending machines 172
Vertical integration in perspective 172
The multi channel option 173
Customer and product profitability 175
Issues in customer profitability 176
Problems in implementation 177
In conclusion 178
Keypoint summary 178
CASE STUDY: W.H. SMITH NEWS 181
Newspapers 181
Consumer magazines 182
Market segmentation 183
Distribution 183
W. H. Smith News 184
Relationships in the supply chain 184
9 THE TRADE MARKETING MIX 187
Promotion: consumer advertising or price promotion? 187
The role of consumer advertising 189
Advertising and consumer promotion 190
Advertising and the retailer 190
The role of the salesforce 191
The role of the trade marketer 191
Service 192
Product variables 192
Innovation 193
Price in the trade mix 194
The negotiating role of the trade marketer 195
Conflict 197
Place 197
Keypoint summary 198
CASE STUDY: COCA COLA AND SCHWEPPES BEVERAGES LTD 201
The market 201
Organisation 201
CASE STUDY: RYECROFT FOODS 203
Ryecroft Foods 204
10 TRADE MARKETING STRATEGY TODAY AND TOMORROW 206
The manufacturer/retailer relationship 207
Conflict or power? 208
Strategic alliances 209
Channel mapping 210
A new way of thinking about business? 212
Supplier power 214
Retailer power 214
Understanding the retailer as customer 216
The future 216
Index 222
|
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| discipline | Wirtschaftswissenschaften |
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| spelling | Davies, Gary Verfasser aut Trade marketing strategy Gary Davies London Chapman 1993 225 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Commerce de détail - Grande-Bretagne - Cas, Études de ram Commerce de détail - Grande-Bretagne ram Marketing industriel - Grande-Bretagne - Cas, Études de ram Marketing industriel - Grande-Bretagne ram Advertising Great Britain Case studies Industrial marketing Great Britain Management Case studies Retail trade Great Britain Case studies Marketing (DE-588)4037589-4 gnd rswk-swf Handelsbetrieb (DE-588)4023226-8 gnd rswk-swf Handel (DE-588)4023222-0 gnd rswk-swf Großbritannien (DE-588)4522595-3 Fallstudiensammlung gnd-content Handelsbetrieb (DE-588)4023226-8 s Marketing (DE-588)4037589-4 s DE-604 Handel (DE-588)4023222-0 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006561203&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Davies, Gary Trade marketing strategy Commerce de détail - Grande-Bretagne - Cas, Études de ram Commerce de détail - Grande-Bretagne ram Marketing industriel - Grande-Bretagne - Cas, Études de ram Marketing industriel - Grande-Bretagne ram Advertising Great Britain Case studies Industrial marketing Great Britain Management Case studies Retail trade Great Britain Case studies Marketing (DE-588)4037589-4 gnd Handelsbetrieb (DE-588)4023226-8 gnd Handel (DE-588)4023222-0 gnd |
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| title | Trade marketing strategy |
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| title_exact_search | Trade marketing strategy |
| title_full | Trade marketing strategy Gary Davies |
| title_fullStr | Trade marketing strategy Gary Davies |
| title_full_unstemmed | Trade marketing strategy Gary Davies |
| title_short | Trade marketing strategy |
| title_sort | trade marketing strategy |
| topic | Commerce de détail - Grande-Bretagne - Cas, Études de ram Commerce de détail - Grande-Bretagne ram Marketing industriel - Grande-Bretagne - Cas, Études de ram Marketing industriel - Grande-Bretagne ram Advertising Great Britain Case studies Industrial marketing Great Britain Management Case studies Retail trade Great Britain Case studies Marketing (DE-588)4037589-4 gnd Handelsbetrieb (DE-588)4023226-8 gnd Handel (DE-588)4023222-0 gnd |
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