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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Marketing bán hàng - Chapter 1: Introduction to the world of retailingRetailers: Kohl’s, Macy’s, Wendy’s, Amazon.com, Jiffy Lube, AMC Theaters, American Eagle Outfitter, Kroger Firms that are retailers and wholesalers that sell to other business as well as consumers: Office Depot, The Home Depot, United Airlines, Bank of America, Costco
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Marketing bán hàng - Chapter 18: Financial strategies: financing and currenciesWorld Bank (IBRD) International Development Association (IDA) International Finance Corporation (IFC) Multilateral Investment Guarantee Agency (MIGA) International Centre for Settlement of Investment Disputes (ICSID)
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Marketing bán hàng - Chapter 17: Pricing strategies: countertrade and terms of sales/paymentEXW (Ex Works) - price of product only; nothing else being included FAS (Free Alongside Ship) - EXW + local transportation in seller's country FOB (Free on Board) - FAS + loading onto the vessel CFR (Cost & Freight) - FOB + international transportation
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Marketing bán hàng - Chapter 16: Pricing strategies: basic decisionsprices used by the parent firm and subsidiaries when trading among themselves Transfer Pricing Methods direct manufacturing costs direct manufacturing costs plus markup market-based transfer price arm's length price
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Marketing bán hàng - Chapter 15: Promotion strategies: advertisingDifferential Response - The country and its people provide a favorable but unique response Segment Size - The country's population is big enough
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Marketing bán hàng - Chapter 14: Promotion strategies: personal selling, publicity, and sales promotionNature: temporary, supplementary techniques to stimulate demand Techniques: coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, money refund offers, etc. Legal restrictions
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