零售管理根据英文原版教材改编权威经典Chapter02

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1、McGraw-Hill/IrwinRetailing Management,6/eCopyright 2007 by The McGraw-Hill Companies,Inc.All rights reserved.Chapter 2 Types of RetailersRetailer characteristicsTypes of merchandiseVariety and assortmentService offeredPrices and the cost of offering breadthand depth of merchandise and services2NAICS

2、 Codes for Retailers3Merchandise OfferingVariety(breadth of merchandise)The number of merchandise categoriesAssortment(depth of merchandise)The number of items in a category(SKUs)Stockbyte/Punchstock ImagesJack Star/PhotoLink/Getty ImagesC Squared Studios/Getty ImagesRoyalty-Free/CORBISRoyalty-Free/

3、CORBISRoyalty-Free/CORBISRoyalty-Free/CORBIS4Retail MixRetail StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display5Types of Retailers6Food Retailers Primary Shopping Format for Food Sales Growth Rates by Retail Format7Characteristics of Food Retailers8

4、Food Retailers Supermarkets -Cars,highways and TV to build brands -Knowledgeable customers self service -Perishable vs.packaged goodsBig Box Retailers -Warehouse Clubs -Supercenters -Hypermarkets Convenience Stores9Conventional SupermarketEmphasize Fresh PerishablesTarget health conscious and ethnic

5、 consumersProvide a better in-store experienceOffer more private label brands10Limited Assortment SupermarketsSave-A-Lots limited assortment formatmeans that stores carry the mostfrequently purchased grocery items inthe most popular size and varietyThe company carries high qualityexclusive brands ma

6、ny produced by thesame manufacturers of leading namebrands and an assortment of nationallybranded items.This allows Save-A-Lot to offer savings of up to 40%compared to conventional grocery stores without asking shoppers to sacrifice quality.Used by permission of Save-A-Lot 11Convenience Stores Fight

7、 CompetitionStores are more convenient to shopOffers fresh foodFast,casual restaurantsFinancial services availableOpening smaller stores closer to consumers like airports12Types of General Merchandise RetailersDepartment StoresSpecialty StoresCategory SpecialistsHome Improvement CentersDiscount Stor

8、esDrugstoresOff-Price retailersExtreme Value Retailers13Characteristics of General Merchandise Retailers14Issues in Department Store RetailingCompetition -Discount Stores on Price -Specialty Stores on Service,Depth of AssortmentLower Cost by Reducing Services(?)-Centralized Cash WrapsMore Sales(?)-C

9、ustomers Wait for SaleFocus on Apparel and Soft HomeDevelop Private Labels and Exclusive Brands15Three Tiers of Department StoresFirst Tier:upscale,high fashion chains with exclusive designer merchandise and excellent customer service.Example:Nordstrom,Neiman Marcus,Bloomingdales,Saks Second Tier:Re

10、tailers sell more modestlypriced merchandise with less customer service:Example:Macys Third Tier:Value oriented caters to more price conscious customerExample:JCPenney,Sears,KohlsRob Melnychuk/Getty Images16What To Do With an Eroding MarketTo deal with an eroding market Department stores are:attempt

11、ing to increase the amount of exclusive merchandise they sellundertaking marketing campaigns to develop strong images for their stores and brandsbuilding better relationships with their key customersRoyalty-Free/CORBIS17Issues in Discount Store RetailingOnly Big Three Left Wal-Mart,Kmart,TargetWal-M

12、arts DominanceDifferentiate StrategyWal-Mart=Low Price and Good valueTarget=More Fashionable ApparelCompetition from Category SpecialistsToys-R-Us,Circuit City,Sports AuthorityMcGraw-Hill Companies,Inc./Gary He,photographer18Issues in Specialty Store RetailingMall-Based Apparel RetailersDecline in M

13、all Shopping and Apparel Sales-Lack of New Fashions-Less Interest in Fashion-Increase Price ConsciousnessMcGraw-Hill Companies,Inc./Gary He,photographer19Issues in Drug Store RetailingConsolidation Walgreens,CVS,Rite-AidCompetition from Supermarkets,discount Stores and mail-in ordersEvolution to a N

14、ew Format-Stand Alone Sites with Drive Thru Windows-offering more frequent purchase food itemsImproved systems provide personalized service in the pharmacy Keith Brofsky/Getty Images20Category SpecialistsDeep and Narrow Assortments Destination StoresLow Price and ServiceWholesaling to Business Custo

15、mers and Retailing to ConsumersIncredible GrowthRyan McVay/Getty Images21Issues in Home Improvement CentersHome Depot and Lowes act as both:Retailer and WholesalerConsumer Business 22Home Improvement CentersDisplays are warehousedCustomer Service:How to select and how to use merchandiseCompetition f

16、ocuses on price,effort to differentiate and services providedRyan McVay/Getty Images23Issues in Extreme Value RetailingFocuses on Lower Income ConsumersNames mostly imply good value not$1 price pointsLow Cost LocationLimited ServicesOne of the Fastest Growing Retail SegmentsDollar Tree Family Dollar

17、Dollar General 99 Cents Only StoreStockbyte/Punchstock Images24Off-price retailerTJX including Marshalls and Outlet Stores25Non-store Retail FormatsElectronic RetailingCatalog and Direct MailDirect SellingTelevision Home ShoppingVending MachinesRoyalty-Free/CORBISRyan McVay/Getty Images26Electronic

18、RetailingHistory of frenzied investments and false predictions of retail dominancePrimarily used by traditional retailers to compliment store and catalog offeringsExclusive e-tailers target small and dispersed niche marketsRandy Allbritton/Getty Images27What are Amazon and eBay?Amazon Merchandise to

19、 consumers.Provides website development and fulfillment services to other retailerseBay Acts as a mall or other shopping center providing a“place for buyers and sellers to meetDon Farrall/Getty Images28Issues in Catalog RetailingLow Start Up CostEvolution of Multi-Channel OfferingHard to compete wit

20、h large well established firmsIncreasing Mail CostsClutter from other CatalogsGeneral merchandise catalogs like JC PenneySpecialty Catalogs like JC Whitney,Victoria Secret29Issues in Direct SellingProviding information and demonstrations is costlyParty plan system:merchandise is demonstrated in a pa

21、rty atmosphereMulti-level network:Master distributors sell to distributors who sell merchandisePyramid schemes:Firm sells to other distributors and little if any merchandise goes to end users30Issues in Television Home ShoppingConsumers watch cable stations,infomercials or direct response adsFew con

22、sumers watch regularlyMost purchases made by small proportion of viewersCustomers cant examine merchandiseCustomers must wait for merchandise to come onSells mostly jewelry,apparel,cosmetics,kitchenware,exercise equipmentRoyalty-Free/CORBIS31Issues in Vending Machine RetailingSales growth has been d

23、eclining due to higher prices and healthier eating habitsNew technology may help sales growthVending machines are beginning to accept creditTrend of placing machines in captive consumer locationsRyan McVay/Getty Images32Types of Nonstore Retailers33Sales by Catalog Retailers34Services vs.Merchandise

24、 RetailersIntangibility -Problems in Evaluating Service Quality -Performance of Service ProviderSimultaneous Production and Delivery -Importance of Service ProviderPerishability -No Inventory,Must Fill CapacityInconsistency of the Offering -Importance of HR Management35Type of Service Service Retail

25、 FirmsAirlines American,Delta,British Airways,Singapore AirwaysAutomobile maint/repair Jiffy Lube,Midas,AAMCOAutomobile rental Hertz,Avis,Budget,AlamoBanks Citibank,NCNB,Bank of AmericaChild care centers Kindercare,GymboreeCredit cards American Express,VISA,MastercardEducation University of Florida,

26、Babson CollegeEntertainment parks Disney,Universal Studios,Six FlagsExpress package delivery Federal Express,UPS,US Postal ServiceFinancial services Merrill Lynch,Dean WitterFitness Jazzercise,Ballys,Golds GymHealth Care Humana,HCAHome maintenance Chemlawn,MiniMaid,Roto-RooterExamples of Service Ret

27、ailers36Examples of Service RetailersType of Service Service Retail FirmsHotels and motels Hyatt,Sheraton,Marriott,Days InnIncome tax preparation H&R BlockInsurance Allstate,State FarmInternet access/Elec info.American On-Line,CompuServeMovie theaters AMC,Loews/Sony,UniversalReal estate Century 21,C

28、oldwell BankerRestaurants TGI Fridays,Wendys,Pizza HutTruck rentals U-Haul,RyderWeight loss Weight Watchers,Jenny CraigVideo rental Blockbuster,Hollywood VideoVision centers Lenscrafter,Pearle37Merchandise/Service Continuum38Types of Retail OwnershipIndependent,Single Store EstablishmentsWholesaler

29、Owned CooperativesCorporate ChainsFranchises(c)Brand X Pictures/PunchStock39Retailers Using Franchise Business Model40Franchising30 40%of US Retail SalesFranchisee Pays Fixed Fee Plus%of SalesFranchisee Implements ProgramWhy is This Ownership Format Efficient?The McGraw-Hill Companies,Inc./Jill Braa

30、ten,photographer41Reasons for Franchising GrowthTechnological advancesProfitable utilization of capital resourcesAttainment of the“American Dream”Demographic expansionProduct/service consistency42Franchisor BenefitsContinuous marketMarket informationMoneySales of productsRental and lease fees Licens

31、e feesManagement feesRoyalty fees43Franchisee BenefitsInitial ServicesMarket survey and site selection,facility design and layout,lease negotiation advice,financing advice,operating manuals,management training programs,and employee training.Continuous ServicesField supervision,merchandising and prom

32、otional materials,management and employee retraining,quality inspection,national advertising,centralized purchasing,market data and guidance,auditing and record keeping,management reports,and group insurance plans.44Franchisor Advantages/DisadvantagesAdvantagesRapid expansion,highly motivated franch

33、isees do a good job,additional profits by selling franchisees products and services.DisadvantagesCompany-owned units may be more profitable,less control then independent retailers over advertising,pricing,personnel practices,etc.45Franchisee Advantages/DisadvantagesAdvantagesEstablished/proven produ

34、ct/service,business and technical assistance,and reduction in risk.DisadvantagesLoss of control since only semi-independent,franchisee outlets may compete with corporate-owned outlets,and high royalties,fees,costs on equipment,supplies,merchandise,rental/lease rates and mandatory participation in pr

35、omotional and support services.46Franchising Trends for the New MilleniumSustained growthEnduring plus un-imagined applicationsInternational expansionIncreasing tensionsGreater emphasis on financial returns47Increasing Concentration Drug Stores Walgreens,CVS,Rite-Aid and Eckerds53%of sales85%of sales Discount StoresWal-Mart,Target and Kmart48Why Is the Retail Industry Becoming More Concentrated?Traditionally retailers have been local businesses.Why are bigger firms emerging?49