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TABLE OF CONTENTS
Retail Channels for Interacting with Customers 72 Which Channel Is the Most
Store Channel 72 Profitable? 88
Catalog Channel 74 Issues in Multichannel Retailing 88
Integrated Shopping Experience 89
Internet Channel 74
Brand Image 89
Evolution toward Multichannel Retailing 83
Overcoming the Limitations of an Existing Format 83 Merchandise Assortment 90
Evaluating Specific Areas for Locations 218 Estimating Potential Sales for a Store Site 235
Economic Conditions 218 Huff Gravity Model 235
Competition 219 Regression Analysis 237
Strategic Fit 220 Analog Approach 238
Operating Costs 220 Illustration of Site Selection:
Number of Stores in an Area 221 Edward Beiner Optical 238
Economies of Scale from Multiple Stores 221 Competitive Analysis 239
Evaluating a Site for Locating a Retail Store 222 Trade Area Characteristics 240
Site Characteristics 222 Match Characteristics of Present
Trade Area with Potential Sites 241
Traffic Flow and Accessibility 223
Negotiating a Lease 241
Location Characteristics 224
Types of Leases 241
Restrictions and Costs 225
Terms of the Lease 242
Locations within a Shopping Center 225
Summary 243
Trade Area Characteristics 227
Key Terms 243
Trade Area Definition 227
Get Out and Do It! 244
Factors Affecting the Size of the Trade Area 228
Discussion Questions and
Measuring the Trade Area for a Retail Site 229
Problems 244
Sources of Information about the Trade Area 230
Suggested Readings 245
Competition in the Trade Area 234
Gaining Competitive Advantage Through Human Organization of a National Retail Chain 255
Resource Management 248 Organization Structures of Other Types of Retailers 259
Objectives of Human Resource Management 248 Retail Organization Design Issues 259
The Human Resource Triad 250 Centralization versus Decentralization 259
Special HR Conditions Facing Retailers 250 Coordinating Merchandise and Store Management 260
Designing the Organization Structure for a Winning the Talent War 261
Retail Firm 252
Attracting Talent: Employment Marketing 262
Matching Organization Structure to Retail Strategy 253
Developing Talent: Selection and Training 262
Organization of a Single-Store Retailer 253
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Creating Strategic Advantage Through Supply Chain Collaboration Between Retailers and Vendors in
Management and Information Systems 278 Supply Chain Management 295
Improved Product Availability 279 Using EDI 296
Higher Return on Investment 279 Sharing Information 296
Strategic Advantage 280 Vendor-Managed Inventory 297
Information Flows 282 Collaborative Planning, Forecasting,
Data Warehouse 284 and Replenishment 299
Electronic Data Interchange 285 Radio Frequency Identification (RFID) 299
Pull and Push Supply Chains 286 Benefits of RFID 301
The Physical Flow of MerchandiseLogistics 287 Impediments to the Adoption of RFID 301
Distribution Centers versus Direct Store Delivery 287 Summary 302
The Distribution Center 289 Key Terms 302
Reverse Logistics 292 Get Out and Do It! 303
Logistics for Fulfilling Catalog and Internet Orders 292 Discussion Questions and Problems 303
Outsourcing Logistics 293 Suggested Readings 303
The CRM Process 306 Converting Good Customers into Best Customers 321
What Is Loyalty? 306 Dealing with Unprofitable Customers 322
Overview of the CRM Process 308 Implementing CRM Programs 323
Collecting Customer Data 308 Summary 324
Customer Database 308 Key Terms 324
Identifying Information 309 Get Out and Do It! 324
Privacy and CRM Programs 311 Discussion Questions and
Analyzing Customer Data and Identifying Problems 325
Target Customers 313 Suggested Readings 325
Identifying the Best Customers 314
Developing CRM Programs 318
Customer Retention 318
Using Communication Programs to Develop Brand Determine the Communication Budget 459
Images and Build Customer Loyalty 442 Allocation of the Promotional Budget 463
Value of Brand Image 442 Plan, Implement, and Evaluate Communication
Building Brand Equity 443 ProgramsThree Illustrations 463
Extending the Brand Name 447 Summary 465
Methods of Communicating with Customers 447 Key Terms 465
Paid Impersonal Communications 447 Get Out and Do It! 466
Paid Personal Communications 451 Discussion Questions and Problems 466
Unpaid Impersonal Communications 452 Suggested Readings 467
Unpaid Personal Communications 453 Appendix 16A: Implementing
Strengths and Weaknesses of Retail Advertising Programs 467
Communication Methods 455
Planning the Retail Communication Program 457
Establish Objectives 457
SECTION V CASES
Overview Grid 575 22 Selling Pens to Wal-Mart 604
1 Tractor Supply CompanyTargeting the Hobby 23 How Much for a Good Smell? 605
Farmer 576 24 Promoting a Sale 606
2 Rainforest Caf: A Wild Place to Shop and Eat 577 25 Macys: A National Department Store Brand 606
3 Providing a Retail Experience: Build-A-Bear 26 Discount Dining Draws a Crowd: Restaurant Weeks
Workshop 578 in Major Cities 608
4 Wal-Mart and Corporate Social Responsibility 579 27 Enterprise Builds on People 609
5 Should Retailers Use Blogs? 580 28 Diamond in the Rough 610
6 Mall Anchors Away! The Franklins Discover 29 Fresh Ideas in Grocery Store Layout 611
Online Shopping 581
30 Sephora 611
7 The Sanchez Family Buys Bicycles 582
31 A Stockout at Discmart: Will Substitution Lead
8 Retailing in India: The Impact of Hypermarkets 583 to Salvation? 612
9 Diamonds: From Mine to Market 584 32 Customer Service and Relationship Management
10 Save-A-Lot 586 at Nordstrom 613
11 Royal Ahold: The Biggest Supermarket Retailer You 33 Lindys Bridal Shoppe 614
Have Never Heard Of 587 34 Is Apple Americas Best Retailer? 616
12 The Competitive Environment in the 18- to 22-Year- 35 Starbucks Coffee Company 618
Old Apparel Market 588
36 New Product Development at Yankee Candle
13 Tiffanys and Blue Nile: Comparing Financial Company 621
Performance 589
37 PetSmart: Where Pets Are Family 623
14 Stephanies Boutique: Selecting a Store Location 591
38 Interviewing for a Management Trainee Position 625
15 Hutch: Locating a New Store 592
16 Home Depot Changes Directions 597
Glossary 629
17 Avon Embraces Diversity 598
Indexes
18 Nordstrom Revamps Its Loyalty Program 599
Name 677
19 Nolans Finest Foods: Category Management 600
Company 683
20 Developing a Buying Plan for Hughes 602
Subject 687
21 McFaddens Department Store: Preparation of a
Merchandise Budget Plan 603
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