Marketing bán hàng - Chapter 16: Retail communication mixPublicity is communication through significant unpaid presentations about the retailer, usually a news story, in impersonal media. Newspaper TV coverage Macy’s Thanksgiving Day Parade
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Marketing bán hàng - Chapter 15: PricingFirst Degree – Set unique price for each customer equal to customer’s willingness to pay Auctions, Personalized Internet Prices Second Degree – Offer the same price schedule to all customers Quantity discounts Coupons Markdowns Late in Season Early Bird Special Over Weekend Travel Discount Third Degree – Charge different groups different ...
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Marketing bán hàng - Chapter 14: Buying merchandiseProduct Directories Use of Reverse Auctions Collaboration in Planning – CPRF Software General Information about Trends
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Marketing bán hàng - Chapter 13: Merchandise planningAmounts and percentages of initial markups, additional markups, markdowns, and shrinkage can be compared with historical records or industry norms. Useful for determining shrinkage. Can be used in an insurance claim case of a loss.
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Marketing bán hàng - Chapter 12: Managing merchandise assortmentsDollars to invest in inventory Invest in “hot” merchandise Save a little for opportunities (open to buy) Monitor portfolio Sell losers (markdowns)
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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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