现代零售管理知识概述(英文版)

219,812 53,553 50,098 41,078 39,362 37,931 37,028 34,797 34,301
4,414 1,348 3,534 2,960 1,381 2,400 2,150 369 1,773
# of employees
1,383,000 256,300 288,000 310,000 223,500 220,000 240,525 64,500 193,000
• 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?
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
10
J.C. Penney 32,004
3,770
270,000
Retail trends often mirror trends in a nation’s overall economy.
Figure 1.3 The High Costs and Low Profits of Retailing
Table 1.1 The 10 Largest Retailers in the U.S., 2001
Rank
1 2 3 4 5 6 7 8 9
Cwk.baidu.commpany
$ Sales (million) # of stores
Wal-Mart Home Depot Kroger Sears Target Albertson’s Kmart Costco Safeway
AnIntroductiontoRetailing
RETAILMANAGEMENT: ASTRATEGICAPPROACH,
9thEdition
BERMANEVANS
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.
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
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)
Figure 1.5 The Retailer’s Role in the Sorting Process
Retialers collect and assortment from various sources, buy in larger quantity, and sell in small amounts.—sorting process(分拣过程)
Figure 1.4 A Typical Channel of Distribution
Manufacturer
Retailer
Wholesaler
Final Consumer
All of the businesses and people involved in the physical movement and transfer of ownership of goods and serives from producer to consumer.
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.
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