Retail Marketing Management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Harlow
Pearson Education Limited
2003
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 457 S. graph. Darst. |
| ISBN: | 0273655116 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804129289094823936 |
|---|---|
| adam_text | Contents
About the contributors ix
Preface xi
Acknowledgements xii
1 An introduction to retailing as an activity 7
Hayley Myers and David Gilbert
The retail environment 7
The growing importance of the retail industry 2
The study of retailing 6
Retail definition 6
The dynamic nature of retail change 8
The structure of retailing in the UK and Europe 75
Conclusion 16
Exercises 17
References and further reading 78
2 An introduction to retail marketing 20
Retailing and marketing 20
Need for a strategic approach 21
The development of marketing 27
Definitions and concepts of marketing 31
The differences between marketing and selling 34
Marketing management tasks 35
The adoption of marketing 36
The marketing environment of the company 37
Alternative business philosophies 39
Marketing orientation 41
Conclusion 43
Exercises 44
References and further reading 45
3 Consumer behaviour and retail
operations 46
Consumer behaviour in the retail context 46
Comparison of behaviourist and cognitivist
approaches 57
The main theories of consumer behaviour 57
The buying decision process and the
implications for retail management 55
Understanding motivation Maslow s
hierarchy model 65
Demographic factors 67
Socio economic categories 71
Role and family influence 74
Social influence 82
Conclusion 83
Exercises 84
References and further reading 85
4 The management of service and
quality in retailing 87
What constitutes retailing? 88
The service product concept 89
The intangible tangible product continuum 90
A classification of service and quality 92
Implementation of service management 97
Why there is growing emphasis on control
of quality 100
What are the key terms for quality? 707
Characteristics of quality 102
Quality auditing systems 704
Is quality a cost or a long term benefit? 706
Conclusion 709
Exercises 709
References and further reading 7 70
5 The retail marketing mix and the
retail product 772
What is the marketing mix? 713
The marketing mix for services are the four
Ps sufficient? 113
Target markets 776
The retail product 778
A breakdown of retailing as a product 7 78
Store layout 124
Conclusion 131
Exercises 132
References and further reading 133
v
Contents
6 Merchandise management 135
James Bell and David Gilbert
What is merchandise management? 135
Methods of planning and calculating
inventory levels 137
Merchandiser skills and profile 141
Category management 744
Range planning 146
Space allocation 150
Merchandise assortment and support 153
Negotiating the purchase 754
Conclusion 754
Exercises 755
References and further reading 756
7 Retail pricing 757
Understanding price as a concept 757
Price sensitivity 758
Further factors influencing pricing 767
Approaches to pricing the retail product 762
Pricing and the relationship to value 767
Markdown policy considerations for retailers 770
Conclusion 772
Exercises 772
References and further reading 173
8 Retail communication and promotion 775
Setting objectives 775
Communication effects 778
Advertising 779
Sales promotion 786
Relationship marketing and loyalty schemes 788
Personal selling 799
Public relations 207
Other important promotional tools 204
Characteristics of promotions 206
Conclusion 207
Exercises 208
References and further reading 209
9 Retail distribution and supply chain
management 277
Channels and channel flows 272
The supply channel 213
Growth of channel relationships and
partnerships 275
Distribution logistics and stock control 277
Retail logistics 277
Retail logistics the cost structure 279
vi
Computerized replenishment systems (CRS) 224
Corporate replenishment policies 224
Internet and direct distribution systems 227
Conclusion 230
Exercises 230
References and further reading 231
10 Methods and approaches to retail
strategy and marketing planning 233
Problems that may arise if retail planning
is ignored 235
The purpose of a marketing plan 236
Reasons for poor planning experiences 237
The structure of the marketing plan 240
The corporate mission and goals 240
Understanding the forces of industry
competition 242
External and internal audit 245
Business situation analysis 246
Providing an effective marketing mix strategy 271
Monitoring the plan 272
Conclusion 273
Exercises 273
References and further reading 274
11 Retail location strategies and decisions 276
Geographic location decisions 278
Explanations for the spatial distribution
of retail activities 282
Location site and types of retail development 287
Locational techniques 292
Catchment area analysis 294
Regression analysis 296
Retail property development 299
The leasing of a retail outlet 300
Conclusion 301
Exercises 302
References and further reading 302
12 The management of a retail brand 304
Definition of a brand 306
The role of the brand 307
Brand loyalty 308
Positioning of a brand 309
Personality of a brand 312
Consumers concept of self image 316
Brand proposition 317
Brand name 318
Brand awareness 319
Managing brands over their life cycles 320
Successful brands 321
Brand updating 323
Counterfeit or copycat brands 325
Own brands 325
Corporate branding 329
Types of brand extension 330
Conclusion 334
Exercises 334
References and further reading 335
13 The applications of IT to retail
marketing 337
Joshua Bamfield and David Gilbert
The growing role of information technology
in retailing 337
Information technology some explanations
and definitions 338
IT for competitive advantage 339
Capturing and transmitting data at the point
of sale 346
Database marketing, data mining and
business intelligence 348
Business e commerce and data
communications 350
Electronic retailing 354
Future trends 365
Conclusion 368
Exercises 368
References and further reading 369
14 Consumerism and ethics in retailing 372
The different pressures for a company to
be socially responsible 373
Criticism of marketing activity 378
Contents
Product misuse and safety issues 384
Green issues 385
The acceptability of a societal marketing
approach 387
Corporate social responsibility 389
Conclusion 393
Exercises 394
References and further reading 394
15 International retailing 396
Hayley Myers and David Gilbert
The move to international retailing 396
The development of international retailing 397
International retailing: a definition 400
International retail structures 404
Motives and reasons for internationalization 406
Direction of expansion 414
Market entry methods 417
Typologies of international expansion 421
Conclusion 422
Exercises 423
References and further reading 423
16 The future of retailing 426
Improved understanding of the key changes 427
More emphasis placed upon brand, image
and positioning 433
Emerging trends in IT 435
The physical aspects of retailing 437
Company learning curves 439
Conclusion 441
Exercises 447
References and further reading 441
Index 443
vii
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| isbn | 0273655116 |
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| spelling | Gilbert, David Verfasser aut Retail Marketing Management David Gilbert 2. ed. Harlow Pearson Education Limited 2003 XIII, 457 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Einzelhandel (DE-588)4127747-8 gnd rswk-swf Einzelhandel (DE-588)4127747-8 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009869594&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gilbert, David Retail Marketing Management Marketing (DE-588)4037589-4 gnd Einzelhandel (DE-588)4127747-8 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4127747-8 |
| title | Retail Marketing Management |
| title_auth | Retail Marketing Management |
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| title_full | Retail Marketing Management David Gilbert |
| title_fullStr | Retail Marketing Management David Gilbert |
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