Marketing bán hàng - Chapter 11: Customer relationship managementNeed to connection contacts with a specific customer identifier Ask for identifying information Telephone number, name and address Encourage use of frequent shopper cards Link checking account number and/or third party credit cards to customer
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Marketing bán hàng - Chapter 10: Information systems and supply chain managementAn efficient supply chain can improve a retailer’s ROI Increases sales – customers are offered more attractive assortments Net profit is improved by increasing gross margin and lowering expenses Inventory levels are lower, lower investment and total assets are lower with asset turnover higher
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Marketing bán hàng - Chapter 9: Human resource managementPromote the firm, its merchandise and its services Manage human resources Distribute merchandise Establish financial control
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Marketing bán hàng - Chapter 8: Retail site locationWhen traffic is greater, more customers shop Good for convenience retailers Not necessary for destination retailers Too much can impede access to store Accessibility to store is as important as traffic flow
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Marketing bán hàng - Chapter 7: Retail locationsLocation is typically prime consideration in customer’s store choice. Location decisions have strategic importance because they can help to develop sustainable competitive advantage. Location decisions are risky: invest or lease?
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Marketing bán hàng - Chapter 6: Financial strategyCost of Goods = Inventory Turnover Average Inventory Stores: $350,000 = 2.0 $175,000 GiftstoGo.com: $220,000 = 3.1 $ 70,000
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Marketing bán hàng - Chapter 5: Retail marketing strategyAttract customers from target market – Walgreens “on every corner” Get current customer to visit store more often or buy on each visit Cross Selling – sales associates in one department sell complimentary merchandise from other departments Example: Manicurist sells services plus hand lotion or nail polish Example: Salesperson sells leaf blower...
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Marketing bán hàng - Chapter 4: Customer buying behaviorAlternative retailers consumers can consider Characteristic/Benefits Sought in Making Store and Merchandise Choices Ratings of Alternative Performance on Criteria Importance weights that consumers attach to the merchandise
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Marketing bán hàng - Chapter 3: Multi - Channel retailingUse technology to convert “touch and feel” information into “look and see” information 3-D Imaging Zoom Technology Live Chat 360 Degree Viewing Virtual Models
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Marketing bán hàng - Chapter 2: Types of retailersFirst Tier: upscale, high fashion chains with exclusive designer merchandise and excellent customer service. Example: Nordstrom, Neiman Marcus, Bloomingdales, Saks Second Tier: Retailers sell more modestly priced merchandise with less customer service: Example: Macy’s Third Tier: Value oriented caters to more price conscious customer Exampl...
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