Retail management: a strategic approach
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Prentice Hall
2001
|
| Edition: | 8. ed. |
| Series: | e-biz
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXX, 128 S. Ill. |
| ISBN: | 0130263346 |
Staff View
MARC
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Record in the Search Index
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| adam_text | IN RETAIL MANAGEMENT:
A STRATEGIC APPROACH
As noted earlier, there are four applications boxes per chapter: Technology in Retailing,
Retailing Around the World, Ethics in Retailing, and Careers in Retailing. Through
these boxes, a wide variety of thought provoking situations are presented.
Chapter Title Text page
1 Consumers Find It s a Bot Comparison Shopping 17
2 The Lure of Electronic Gift Cards 51
3 The Sports Authority Is in New Balance 85
4 Churchs Reaches Out and Touches Its Franchisees 123
5 Using Common Systems to Segment Uncommon Customers 151
6 Online Comes to College Bookstores 180
7 From Comfort Creatures to Looky loos:The Many Faces of Internet Shoppers 243
8 All the Right Data for All the Right Gifts 264
9 ZIP Coding Through the Marketplace 295
10 Shopping Centers Address Their Cybermall Competition 347
11 Employee Training Made as Easy as CBT 386
12 Automating Payments Won t Sink Retailers Float 413
13 Making Retail Checkouts Gooey (GUI) 434
14 Connecting with Retail Buyers 479
15 Merchandising Software Brooks New Bounds 508
16 Re SKU ing Inventory Costs 531
17 Costco.com Goes to Phase II 585
18 The Digital Age of Jewelry Retailing 620
19 Feeding Hungry College Students in Cyberspace 634
20 Computer Aided Auditing Is Passing the Test 691
XV
xvi About the Boxed Material
Chapter Title Text page
1 Now THIS Is Customer Service—In America or Japan 20
2 Kennys Covers the World of Irish Books 30
3 A Starbucks Decision About Entering Kuwait 89
4 Bodying in for the Long Haul 129
5 Sweden s Ikea Stays Offline 160
6 Vending Machines Face the Euro Challenge 192
7 Asian Men Tour the Grocery Aisles 223
8 Know Your Markets When Moving Away from Home 253
9 Dutch Royal Ahold Capitalizes on U.S. Locations 303
10 Crossing the Border from Mexico to Texas 342
11 A Penney Spent Is a Dollar Earned in Latin America 372
12 Financing the Malls of Europe 404
13 TelePizza Reigns in Spain 425
14 In South Africa, It s Cool to Be Imported 462
15 Miami International Fashion Week 494
16 Buy It in Spain, Sell It in Germany 527
17 Paying for Fast Food at Japanese Restaurants 559
18 Bringing the Tiffany Aura to Paris 610
19 Promoting U.S. Shopping Centers to Foreign Tourists 647
j^20 Wal Mart Works to Conquer the Globe 685 *
Chapter Title Text page
1 Doing Well by Doing Good 13
2 The Changing Role of Pharmacists 55
3 The Continuing Saga of Sears Questionable Sales Practices 91
4 Small Retailers Beware 116
5 Are Flea Markets Fair Competitors? 168
6 Payment Security and the Web —The Retailers Perspective 188
7 Diversity Means Share the Mall 228
8 Privacy Issues and the Smart Card 274
9 The Battle Over Item Price Labeling in New England 315
10 The Emergence of Power Developers 338
11 Raiding the Executive Suite at Federated 364
12 The Double Sided Sword of Chapter 11 Filings 407
13 Operating in an Environmentally Friendly Manner 429
14 Is That Really Tommy Hilfiger in Wal Mart? 471
15 South Park Merchandise Goes South 502
16 With Some Payment Plans, Consumers Need to Say Grace 546
17 Shoe Store Owners Take on Nine West 562
18 Age Verification for Alcohol and Tobacco Sales 623
19 Substantiating Ad Claims Means Not Overstating Promises 656
20 Is Diverting a Diversionary Tactic? 687 m
About the Boxed Material XVli
Chapter Title Text page
1 A Career in Retailing Is a Best Buy 6
2 Building Customer Relationships Means Diversity in the Workforce 39
3 Amazon.com Pours It On 72
4 Fostering an Entrepreneurial Spirit at Starbucks 120
5 On the Fast Track at Federated Department Stores 164
6 Small Businesses Take Off on the Internet 199
7 Finding Out What Consumers Really Want 237
8 Overseeing Marketing Information Services at Bloomingdale s 259
9 Capitalizing on Inner City Opportunities 309
10 Placing Small Towns on the Horizon 330
I I Making Retailing a Serious Career Option 382
12 Moving ShopKo Away from a Focus on Short Term Earnings 397
13 Climbing the CVS Operations Career Ladder 438
14 Climbing Bloomingdale s Merchandising Career Ladder 456
15 Pursuing a Merchandising Career to the (Car)Max 500
16 Forecasting a Career at Macy s 539
17 Dollar General s General of EDLP 577
18 Powering J.C.Penney s Selling Floor 602
19 Promoting the Burger King 640
.20 The Strategic Pull of Burdine s 678 .
THAT ACCOMPANY
RETAIL MANAGEMENT:
A STRATEGIC APPROACH
Every chapter (except Chapter 1) has two end of chapter cases, 19 of which have optional
video components. In addition, a video for Chapter 1, on Lands End, augments the discus¬
sion of that firm.
These are the cases that have a video component:
Text Page
Chapter Case (or Topic) Reference
1 Lands End (chapter discussion) 14
2 Customer Service the Ritz Carlton Way 62
3 Lands End: Enticing Millions of Customers to Shop Our Way 98
4 Maaco: Evaluating Franchising Opportunities 135
5 Starbucks Is Still Hot 172
6 Advertsing and Marketing on the Internet 210
7 Retailing in Europe 248
8 Touring with Mountain Travel Sobek 279
9 Arby s: Using GIS Mapping Software 321
10 The Mall of America 351
11 Supervalu: Appraising Employee Performance 393
12 Electronic Shelf Labeling 419
13 Self Scanning Comes of Age 443
14 Category Management for Condiments 486
15 Pilferage Control the Sensormatic Way 519
16 Planned Purchases and Open to Buy 553
17 Pricing at Bojangles 589
18 Patagonia: An Environmentally Focused Retailer 628
19 Retail Newspaper Advertising 663
20 Lands End: Teaching Customers About Lands End 699
xviii
Preface vii
Acknowledgments xix
PART ONE
An Overview of Strategic Retail Management 1
1. An Introduction to Retailing 2
2. Building and Sustaining Relationships in Retailing 27
3. Strategic Planning in Retailing 69
PART TWO
Situation Analysis 113
4. Retail Institutions by Ownership 114
5. Retail Institutions by Store Based Strategy Mix 144
6. Web, Nonstore Based, and Other Forms of Nontraditional Retailing 175
PART THREE
Targeting Customers and Gathering Information 217
7. Identifying and Understanding Consumers 218
8. Information Gathering and Processing in Retailing 250
PART FOUR
Choosing a Store Location 289
9. Trading Area Analysis 290
10. Site Selection 324
xxi
xxii Brief Contents ^|
PART FIVE ¦
Managing a Retail Business 359
11. Retail Organization and Human Resource Management 360
12. Operations Management: Financial Dimensions 395
13. Operations Management: Operational Dimensions 421
PART SIX
Merchandise Management and Pricing 451
14. Developing Merchandise Plans 452
15. Implementing Merchandise Plans 488
16. Financial Merchandise Management 521
17. Pricing in Retailing 555
PART SEVEN
Communicating with the Customer 597
18. Establishing and Maintaining a Retail Image 598
19. Promotional Strategy 630
PART EIGHT
Putting It All Together 671
20. Integrating and Controlling the Retail Strategy 672
Appendixes
A Careers in Retailing Al
B About the Web Site That Accompanies Retail Management
(www.prenhall.com/berrnanevans) A13
C Glossary A16
Photo Credits Cl
Name Index II
Subject Index 111
Preface vii
Acknowledgments xix
PART ONE
An Overview of Strategic Retail
Management 1
1. an introduction to retailing 2
Chapter Objectives 2
Overview 3
The Framework of Retailing 3
Reasons for Studying Retailing 5
The Special Characteristics of Retailing 12
The Importance of Developing and Applying
a Retail Strategy 13
Lands End: Where Customer Satisfaction Is
Guaranteed. Period. 14
The Marketing Concept Applied to
Retailing 17
The Focus and Format of the Text 21
Summary 22
Key Terms 23
Questions for Discussion 23
Web Based Exercise: Amazon.com
(www.amazon.com) 24
• Appendix on How to Solve a Case Study 25
Steps in Solving a Case Study 25
Presentation of the Facts Surrounding the
Case 25
Identification of the Key Issue(s) 2 5
Listing Alternative Courses of Action That
Could Be Taken 25
Evaluation of Alternative Courses of
Action 26
Recommendation of the Best Course of
Action 26
2. BUILDING AND SI STAINING
RLI A HONSHU S IN RI TAILING 27
Chapter Objectives 27
Overview 27
Value and the Value Chain 28
Retailer Relationships 32
Customer Relationships 32
Channel Relationships 42
The Differences in Relationship Building
Between Goods and Service Retailers 44
Technology and Relationships in Retailing 48
Electronic Banking 48
Customer and Supplier Interactions 49
Ethical Performance and Relationships in
Retailing 52
Ethics 52
Social Responsibility 54
Consumerism 54
Summary 57
Key Terms 59
Questions for Discussion 59
Web Based Exercise: Blockbuster
(www.blockbuster.com) 60
Case I. Customer Service the Ritz Carlton
Way 62
Case 2. Lucy s LaundryMart: Caring for
Customers AND Their Clothes 63
• Appendix on Planning for the Unique Aspects
of Service Retailing 65
Abilities Required to Be a Successful Service
Retailer 65
Improving the Performance of Service
Retailers 67
3. STRATEGIC: PLANNING IN
RETAILING 69
Chapter Objectives 69
Overview 69
xxiii
XXIV Contents
Situation Analysis 71
Organizational Mission 71
Ownership and Management Alternatives 73
Goods/Service Category 76
Objectives 80
Sales 80
Profit 81
Satisfaction of Publics 81
Image (Positioning) 82
Selection of Objectives 84
Identification of Consumer Characteristics
and Needs 86
Overall Strategy 87
Controllable Variables 87
Uncontrollable Variables 90
Integrating Overall Strategy 93
Specific Activities 93
Control 94
Feedback 94
Summary 95
Key Terms 95
Questions for Discussion 96
Web Based Exercise: Smart Business
Supersite (www.smartbiz.com) 96
Case I. Long Live the (Burger) King! 97
Case 2. Lands End: Enticing Millions of
Customers to Shop Our Way 98
• Appendix on the Special Dimensions of
Strategic Planning in a Global Retailing
Environment 100
The Strategic Planning Process and Global
Retailing 100
Opportunities and Threats in Global
Retailing 102
Opportunities 102
Threats 102
Standardization: An Opportunity and a
Threat 102
Factors Affecting the Success of a Global
Retailing Strategy 103
U.S. Retailers and Foreign Markets 105
Foreign Retailers and the U.S.
Market 105
PART ONE • Comprehensive Case:
Sears Strategy for Continuing Renewal 108
PA RT TWO
Situation Analysis 113
4. 1u iah, institutions by
ownership 114
Chapter Objectives 114
Overview 114
Retail Institutions Characterized by
Ownership 115
Independent 117
Chain 119
Franchising 122
Leased Department 126
Vertical Marketing System 128
Consumer Cooperative 131
Summary 132
Key Terms 133
Questions for Discussion 133
Web Based Exercise: Franchise Handbook
(www.franchisel.com) 133
Case I. Save A Lot: A New Opportunity for
Food Retailers 134
Case 2. Maaco: Evaluating Franchising
Opportunities 135
• Appendix on the Dynamics of
Franchising 137
Managerial Issues in Franchising 138
Franchisor Franchisee Relationships 140
5. RETAIL INSTITUTIONS BY STORE
BASED STRATEGY MIX 144
Chapter Objectives 144
Overview 144
Considerations in Planning a Retail Strategy
Mix 145
The Wheel of Retailing 14 5
Scrambled Merchandising 14 7
The Retail Life Cycle 148
How Retail Institutions Are Evolving 151
Mergers, Diversification, and Downsizing 152
Cost Containment and Value Driven
Retailing 153
Retail Institutions Categorized by Store Based
Strategy Mix 154
Food Oriented Retailers 154
General Merchandise Retailers 158
Summary 169
Key Terms 170
Questions for Discussion 170
Web Based Exercise: Supercuts
(www.supercuts.com) 171
Case I. Starbucks Is Still Hot 172
Case 2. Will the Megaplex Kill Off the
Multiplex? 173
6. WEB, NONSTORE BASED, AND OTHER
FORMS OF NONTRADI I IONAL
RETAILING ITS
Chapter Objectives 175
Overview 175
Direct Marketing 177
The Domain of Direct Marketing 180
The Customer Data Base: Key to Successful
Direct Marketing 181
Emerging Trends 181
The Steps in a Direct Marketing Strategy 185
Key Issues Facing Direct Marketers 188
Direct Selling 189
Vending Machines 191
Electronic Retailing: The Emergence of the
World Wide Web 192
The Role of the Web 193
The Scope of Online Retailing 193
Characteristics of Web Users 195
Factors to Consider in Planning Whether to
Have a Web Site 196
Examples of Web Retailing in Action 200
Other Nontraditional Forms of Retailing 202
Video Kiosks 203
Airport Retailing 204
Summary 205
Key Terms 206
Questions for Discussion 207
Web Based Exercise: Electronic
Commerce Cruide
(www.ecommerce.internet.com) 207
Case I. Delia s: From Catalog Startup to a
Leading Player of Apparel and Accessories 209
Case 2. Advertising and Marketing on the
Internet 210
Contents XXV
PART TWO • Comprehensive Case:
Humanizing Cyberspace 212
PART THREE
Targeting Customers and Gathering
Information 217
7. IDENTIFYING AND UNDERSTANDING
CONSUMERS 21S
Chapter Objectives 218
Overview 218
Consumer Demographics and Life Styles 220
Consumer Demographics 220
Consumer Life Styles 223
Retailing Implications of Consumer
Demographics and Life Styles 225
Consumer Profiles 227
Consumer Needs and Desires 229
Shopping Attitudes and Behavior 230
Attitudes Toward Shopping 230
Where People Shop 231
The Consumer Decision Process 232
Types of Consumer Decision Making 237
Impulse Purchases and Customer
Loyalty 239
Retailer Actions 240
Retailers with Mass Marketing
Strategies 240
Retailers with Concentrated Marketing
Strategies 241
Retailers with Differentiated Marketing
Strategies 242
Environmental Factors Affecting
Consumers 242
Summary 244
Key Terms 245
Questions for Discussion 245
Web Based Exercise: American
Demographics (www.demographics.com)
246
Case I. Supermarkets Seek a Larger Share of
Personal Care Sales 247
Case 2. Retailing in Europe 248
XXVI* Contents
8. INFORMATION GATHERING AND
PROCESSING IN RETAILING 250
Chapter Objectives 250
Overview 250
Retail Strategies Based on Nonsystematic
Research 251
The Retail Information System 252
Building and Using a Retail Information
System 252
Data Base Management 256
Gathering Information Through the UPC and
EDI 261
The Marketing Research Process 263
Secondary Data 266
Primary Data 269
The Data Collection Role of Retailers in a
Distribution Channel 276
Summary 277
Key Terms 278
Questions for Discussion 278
Web Based Exercise: A.C. Nielsen
(www.acnielsen.com) 278
Case I. Touring with Mountain Travel Sobek
279
Case 2. OBI: Data Warehousing at Germany s
Home Improvement Giant 281
PART THREE • Comprehensive Case:
Streamline, Inc.: Building a Life Style Solution
283
PART FOUR
Choosing a Store Location 289
9. trading area analysis 290
Chapter Objectives 290
Overview 290
The Importance of Location to a Retailer 291
Trading Area Analysis 293
The Use of Geographic Information Systems in
Trading Area Delineation and
Analysis 294
The Size and Shape of Trading Areas 299
Delineating the Trading Area of an Existing
Store 301
Delineating the Trading Area of a New Store
304
Characteristics of Trading Areas 307
Characteristics of the Population 309
The Nature of Competition and the Level of
Saturation 316
Summary 318
Key Terms 319
Questions for Discussion 319
Web Based Exercise: Caliper
(www.caliper.com) 320
Case I. Arby s: Using GIS Mapping Software
321
Case 2. Nebraska s Hilltop Mall: Competing with
Wal Mart Across the Street 322
10. SITE SELECTION 324
Chapter Objectives 324
Overview 324
Types of Locations 325
The Isolated Store 325
The Unplanned Business District 326
The Planned Shopping Center 330
The Choice of a General Location 337
Location and Site Evaluation 338
Pedestrian Traffic 339
Vehicular Traffic 341
Parking Facilities 341
Transportation 342
Store Composition 342
Specific Site 343
Terms of Occupancy 345
Overall Rating 348
Summary 348
Key Terms 349
Questions for Discussion 349
Web Based Exercise: West Edmonton Mall
(www.westedmontonmall.com) 350
Case I. The Mall of America 351
Case 2. Just Fresh: Succeeding Where Others
Have Failed 352
PART FOUR • Comprehensive Case:
A Trading Area Turnaround: Mom and Pops
Are Now Facing Little Boxes from Power
Retailers 354
PART FIVE
Managing a Retail Business 359
11. retail organization and human
RESOURCE MANAGEMENT 360
Chapter Objectives 360
Overview 360
Setting Up a Retail Organization 360
Specifying Tasks to Be Performed 362
Dividing Tasks Among Channel Members and
Customers 362
Grouping Tasks into Jobs 363
Classifying Jobs 365
Developing an Organization Chart 366
Organizational Patterns in Retailing 366
Organizational Arrangements Used by Small
Independent Retailers 368
Organizational Arrangements Used by
Department Stores 368
Organizational Arrangements Used by Chain
Retailers 370
Organizational Arrangements Used by
Diversified Retailers 372
Human Resource Management in
Retailing 374
The Special Human Resource Environment of
Retailing 375
The Human Resource Management Process in
Retailing 378
Summary 389
Key Terms 390
Questions for Discussion 390
Web Based Exercise: Careers in Retailing
(www.careersinretailing.com) 392
Case I. Becoming an Employer of Choice, Not
Chance 392
Case 2. Supervalu: Appraising Employee
Performance 393
12. OPERATIONS MANAGEMENT:
FINANCIAL DIMENSIONS 395
Chapter Objectives 395
Overview 395
Profit Planning 396
Asset Management 397
The Strategic Profit Model 400
Contents xxvil
Other Key Business Ratios 401
Financial Trends in Retailing 402
Budgeting 406
Preliminary Budgeting Decisions 407
Ongoing Budgeting Process 410
Resource Allocation 411
The Magnitude of Various Costs 411
Productivity 413
Summary 414
Key Terms 415
Questions for Discussion 416
Web Based Exercise: EDGAR Online
(www.edgar online.com)
Case I. Today s Man: A Financial Operations
Turnaround 417
Case 2. Electronic Shelf Labeling 419
13. OPERATIONS MANAGEMENT:
OPERATIONAL DIMENSIONS 421
Chapter Objectives 421
Overview 421
Operating a Retail Business 422
Operations Blueprint 422
Store Format, Size, and Space Allocation 422
Personnel Utilization 426
Store Maintenance, Energy Management, and
Renovations 427
Inventory Management 430
Store Security 431
Insurance 431
Credit Management 432
Computerization 434
Outsourcing 437
Crisis Management 438
Summary 439
Key Terms 440
Questions for Discussion 440
Web Based Exercise: Retail Pro
(www.retailpro.com) 441
Case I. Can Sheetz Continue Playing Sweet
Music? 442
Case 2. Self Scanning Comes of Age 443
PART FIVE • Comprehensive Case:
The Strategic Role of Human Resources 445
XXVlii Contents
PART SIX
Merchandise Management and
Pricing 451
14. ni .vri.opiNc; n R( fandim
Chapter Objectives 452
Overview 452
Merchandising Philosophy 453
Buying Organization Formats and
Processes 455
Level ot Formality 456
Degree of Centralization 456
Organizational Breadth 457
Personnel Resources 457
Functions Performed 459
Staffing 460
Devising Merchandise Plans 461
Forecasts 461
Innovativeness 463
Assortment 466
Brands 470
Timing 474
Allocation 474
Category Management 475
Merchandising Software 477
General Merchandise Planning Software 478
Forecasting Software 478
Innovativeness Software 479
Assortment Software 480
Allocation Software 480
Category Management Software 481
Summary 481
Key Terms 482
Questions for Discussion 483
Web Based Exercise: Merchandise Mart
(vvuw.merchandisemart.com) 483
Case I. Sordstrom Remakes Its Buying
Organization 484
Case 2. Category Management for Condiments
486
15 IMIM J MIX I INC. ff J { MWDfSI
i l W 48.x
Chapter Objectives 488
Overview 488
Implementing Merchandise Plans 489
(lathering Information 4S4
Selecting and Interacting with Merchandise
Sources 441
Evaluating Merchandise 444
Negotiating the Purchase 445
Concluding Purchases 44
Receiving and Stocking Merchandise 44(
Reordering Merchandise 500
Re Evaluating on a Regular Basis 5(11
Logistics 501
Performance (ioals 502
Supply Chain Management 503
()rder Processing and Fulfillment 504
I ransportation and arehousing 506
( .ustomer I ransactions and ( Customer
Service 50N
Inventory Management 509
Retailer Tasks 504
Inventory Levels 510
Merchandise Security 511
Reverse Logistics 512
Inventory Analysis 51 4
Summary 514
Key Terms 515
Questions for Discussion 515
Web Based Exercise: Menlo Logistics
(www.mcnlolog.com) 516
Case I. .Sears and Benetton: A Sew
Merchandising Partnership 5IS
Case 2. Pilferage Control the Sensormatic Way
519
i . HNWCIAI. Ml K HAN DIM
MANA(,IMI N I 5_M
Chapter Objectives 521
Overview 521
Inventory Valuation: The Cost and Retail
Methods of Accounting 522
The Cost Method 523
The Retail Method 526
Merchandise Forecasting and Budgeting:
Dollar Control 530
Designating Control Units 530
Sales Forecasting 532
Inventory Level Planning 534
Reduction Planning 536
Planning Purchases 538
Planning Profit Margins 539
Unit Control Systems 540
Physical Inventory Systems 540
Perpetual Inventory Systems 541
Unit Control Systems in Practice 542
Financial Inventory Control: Integrating
Dollar and Unit Concepts 544
Stock Turnover and Gross Margin Return on
Investment 544
When to Reorder 546
How Much to Reorder 548
Summary 549
Key Terms 550
Questions for Discussion 550
Web Based Exercise: Dun Bradstreet Small
Business Services (www.dnb.com) 551
Case I. Schnuck Markets Moves to CPFR 552
Case 2. Planned Purchases and Open to Buy 553
17. PRICING IN RETAILING 555
Chapter Objectives 555
Overview 555
External Factors Affecting a Retail Price
Strategy 558
The Consumer and Retail Pricing 558
The Government and Retail Pricing 560
Manufacturers, Wholesalers, and Other
Suppliers—and Retail Pricing 564
Competition and Retail Pricing 565
Developing a Retail Price Strategy 565
Retail Objectives and Pricing 566
Broad Price Policy 570
Price Strategy 570
Implementation of Price Strategy 577
Price Adjustments 582
Summary 586
Key Terms 587
Questions for Discussion 587
Web Based Exercise: Priceline
(www.priceline.com) 588
Case I. Pricing at Bojangles 589
Case 2. Dayton Hudson Computerizes to Avoid
Markdown Madness 590
PART SIX • Comprehensive Case:
Category Management in Action 592
Contents XXIX
PART SEVEN
Communicating with the Customer
597
18. ESTABLISHING AND MAINTAINING A
RETAIL IMAGE 598
Chapter Objectives 598
Overview 598
The Significance of Retail Image 599
Components of a Retail Image 599
The Dynamics of Creating and Maintaining a
Retail Image 600
Atmosphere 602
A Store Based Retailing Perspective 604
A Nonstore Based Retailing Perspective 617
Encouraging Customers to Spend More Time
Shopping 619
Community Relations 622
Summary 624
Key Terms 625
Questions for Discussion 625
Web Based Exercise: Lettuce Entertain You
(www.leye.com/restaurantss/index.html)
626
Case I. Atmospherics Are on Target at Target
Stores 627
Case 1. Patagonia: An Environmentally Focused
Specialty Retailer 628
19. PROMOTIONAL STRATEGY ( 30
Chapter Objectives 630
Overview 630
Elements of the Retail Promotional Mix 631
Advertising 631
Public Relations 639
Personal Selling 642
Sales Promotion 646
Planning a Retail Promotional Strategy 650
Determining Promotional Objectives 650
Establishing an Overall Promotional Budget
652
Selecting the Promotional Mix 653
Implementing the Promotional Mix 654
Reviewing and Revising the Promotional Plan
659
Summary 659
XXX Contents
Key Terms 660
Questions for Discussion 660
Web Based Exercise: My Points
(www.mypoints.com) 660
Case I. The Promotional Efforts of San Diego s
La Casa Maria Restaurant 662
Case 2. Retail Newspaper Advertising 663
PART SEVEN • Comprehensive Case:
The Power of Being Different 665
PART EIGHT
Putting It All Together 671
20. integrating and controlling
the retail strategy 672
Chapter Objectives 672
Overview 673
Integrating the Retail Strategy 673
Planning Procedures and Opportunity Analysis
675
Defining Productivity in a Manner Consistent
with the Strategy Chosen 677
Performance Measures 678
Scenario Analysis 685
Control: Using the Retail Audit 688
Undertaking an Audit 688
Responding to an Audit 691
Possible Difficulties in Conducting a Retail
Audit 692
Illustrations of Retail Audit Forms 692
A Management Audit Form for Small
Retailers 693
A Retailing Effectiveness Checklist 695
Summary 697
Key Terms 697
Questions for Discussion 698
Web Based Exercise: Starbucks
(www.starbucks.com) 698
Case I. Lands End s Retail Strategy: Teaching
Customers About Lands End 699
Case 2. Does Sparks Department Store Have a
Future? 701
PART EIGHT • Comprehensive Case:
Is Toys R Us Poised for a Turnaround? 703
APPENDIX A: CAREERS IN RETAILING
Al
Overview Al
The Bright Future of a Career in Retailing
Al
Owning a Business A2
Opportunities as a Retail Employee A2
Types of Positions in Retailing A2
Career Paths and Compensation in Retailing
A4
Getting Your First Position as a Retail
Professional A8
Searching for Career Opportunities in Retailing
A8
Preparing for the Interview A9
Evaluating Retail Career Opportunities A10
APPENDIX B: ABOUT THE WEB SITE
THAT ACCOMPANIES RETAIL
MANAGEMENT
(www.prenhall.com/bermanevans) A13
Overview A13
Directions for Use A13
Web Site Components A14
Interactive Study Guide A14
Chapter Overviews/Chapter Objectives A14
Key Terms and Glossary A14
Text Related Web Site Links A14
Careers in Retailing A14
Real World Career Examples A14
Retail Resources on the Web Al 5
Computer Exercises A15
APPENDIX C: GLOSSARY A16
Photo Credits Cl
Name Index II
Subject Index 111
|
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| author | Berman, Barry Evans, Joel R. |
| author_GND | (DE-588)142504971 (DE-588)142505102 |
| author_facet | Berman, Barry Evans, Joel R. |
| author_role | aut aut |
| author_sort | Berman, Barry |
| author_variant | b b bb j r e jr jre |
| building | Verbundindex |
| bvnumber | BV013893691 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5429 |
| callnumber-raw | HF5429.B45 2001 |
| callnumber-search | HF5429.B45 2001 |
| callnumber-sort | HF 45429 B45 42001 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QQ 440 |
| ctrlnum | (OCoLC)247174241 (DE-599)BVBBV013893691 |
| dewey-full | 658.8/721 658.8/7 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/7 21 658.8/7 |
| dewey-search | 658.8/7 21 658.8/7 |
| dewey-sort | 3658.8 17 221 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 8. ed. |
| format | Book |
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| id | DE-604.BV013893691 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:53:58Z |
| institution | BVB |
| isbn | 0130263346 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009506714 |
| oclc_num | 247174241 |
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| physical | XXX, 128 S. Ill. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Prentice Hall |
| record_format | marc |
| series2 | e-biz |
| spelling | Berman, Barry Verfasser (DE-588)142504971 aut Retail management a strategic approach Barry Berman ; Joel R. Evans 8. ed. Upper Saddle River, NJ Prentice Hall 2001 XXX, 128 S. Ill. txt rdacontent n rdamedia nc rdacarrier e-biz Retail trade -- Management Strategisches Management (DE-588)4124261-0 gnd rswk-swf Einzelhandelsbetriebslehre (DE-588)4070717-9 gnd rswk-swf Einzelhandelsbetrieb (DE-588)4013974-8 gnd rswk-swf Einzelhandelsbetriebslehre (DE-588)4070717-9 s DE-604 Einzelhandelsbetrieb (DE-588)4013974-8 s Strategisches Management (DE-588)4124261-0 s 1\p DE-604 Evans, Joel R. Verfasser (DE-588)142505102 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009506714&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Berman, Barry Evans, Joel R. Retail management a strategic approach Retail trade -- Management Strategisches Management (DE-588)4124261-0 gnd Einzelhandelsbetriebslehre (DE-588)4070717-9 gnd Einzelhandelsbetrieb (DE-588)4013974-8 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4070717-9 (DE-588)4013974-8 |
| title | Retail management a strategic approach |
| title_auth | Retail management a strategic approach |
| title_exact_search | Retail management a strategic approach |
| title_full | Retail management a strategic approach Barry Berman ; Joel R. Evans |
| title_fullStr | Retail management a strategic approach Barry Berman ; Joel R. Evans |
| title_full_unstemmed | Retail management a strategic approach Barry Berman ; Joel R. Evans |
| title_short | Retail management |
| title_sort | retail management a strategic approach |
| title_sub | a strategic approach |
| topic | Retail trade -- Management Strategisches Management (DE-588)4124261-0 gnd Einzelhandelsbetriebslehre (DE-588)4070717-9 gnd Einzelhandelsbetrieb (DE-588)4013974-8 gnd |
| topic_facet | Retail trade -- Management Strategisches Management Einzelhandelsbetriebslehre Einzelhandelsbetrieb |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009506714&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT bermanbarry retailmanagementastrategicapproach AT evansjoelr retailmanagementastrategicapproach |