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Introduction to the
World of Retailing
cGraw-Hill/Irwin
2 Consumer Behavior
vy/Weitz: Retailing Management, 5/e
Ignacio J. Vázquez E. © 2007
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
What is Retailing?
• Retailers:
-Sears, Holiday Inn, McDonalds, Amazon.com, Jiffy
Lube, AMC Theaters, American Eagle Outfitter, FAO
Schwartz, Kroger
• Breaking Bulk
-Buy it in quantities customers want
• Holding Inventory
-Buy it at a convenient place when you want it
• Providing Assortment
-Buy other products at the same time
• Offering Services
-See it before you buy, get credit, layaway
Doll is featured on
floor display
Doll is offered in
convenient
locations in
Doll is developed in quantities of one
several styles
Doll is developed at
manufacturer
6 Consumer Behavior Ignacio J. Vázquez E. © 2007
Manufacturer’s Perspective
Distribution Price
Promotion
PPT 1 -4
Customer Service
Communication
Mix
To Today’s Retailer
US Japan
Concentration High Medium
Assortment beyond
organic/natural foods
Private labels - Whole
Food™, 360 Day Value™
Love, trust, and employee
empowerment
Equality in compensation
18 Consumer Behavior Ignacio J. Vázquez E. © 2007
Hot Topic’s Retail Mix
Communication Pricing
Mix
19 Consumer Behavior Ignacio J. Vázquez E. © 2007
Hot Topic’s Retail Mix
Location Strategy
Enclosed malls
Customer
Service
Communication
Pricing
Mix
Assortment Strategy
Customer
ServiceLocation
Many Different
Store Design
and Display
Hot Band
T-shirts and
Communication
Pricing
Accessories
Mix
Location
Pricing Strategy
Customer
Merchandise
Service
Assortment
Store Design
and Display
Communication
Mix Modest with Sales
Customer
Service Location
Pricing
TV and
Magazine Ads
Customer
Service Location
Heavy Metal,
Merchandise
Gothic Look Assortments
Communication
Mix Pricing
Customer Service
Modest
Location
Merchandise
Assortment
Store Design
and Display Pricing
Communication
Mix
Customer
Location
Service
Pricing
Communication
Mix
26 Consumer Behavior Ignacio J. Vázquez E. © 2007
Macy’s Retail Mix
Location Strategy
Enclosed Malls
Customer
Service
Communication Pricing
Mix
Assortment Strategy
Customer
Service Location
Store Design
and Display
Many Items in
Apparel and
Communication
Soft Home
Mix Pricing
Location
Pricing Strategy
Customer
Merchandise
Service
Assortment
Store Design
and Display
Communication
Mix
Moderate with
Frequent Sales
Customer
Service Location
Pricing
Customer
Service Location
Communication
Mix Pricing
Customer Service
Modest
Location
Merchandise
Assortment
Store Design
and Display Pricing
Communication
Mix
Customer Location
Service
Communication Pricing
Mix
Location Strategy
Free-standing Stores
Customer
Service
Communication
Mix Pricing
Assortment Strategy
Customer
Service Location
Large Number
Store Design
and Display
of Categories
Few Items
Communication
Mix Pricing
in Each Category
Location
Pricing Strategy
Customer
Merchandise
Service
Assortment
Store Design
and Display
Communication
Mix Low, EDLP
Customer
Service Location
Communication Mix
Store Design Merchandise
and Display Assortment
Pricing
TV and Newspaper
Insert Ads
Customer
Service Location
Basic, Special
Merchandise
Displays Assortments
for Products
Communication
Mix Pricing
Customer Service
Limited
Location
Merchandise
Assortment
Store Design
and Display Pricing
Communication
Mix
• www.gda.itesm.mx/ccd
• ADMINISTRACIÓN DE MERCANCÍAS / PRECIOS: Aprenderás el manejo de compras,
resurtidos e inventarios que realizan las empresas de comercio al detalle.
Analizarás la tecnología que está revolucionando el retail y estudiarás la
administración y el establecimiento de precios, así como el desarrollo y
presentación de líneas de producto, dando especial atención a las relaciones
comprador-proveedor.
• INTERNSHIP I Y II: Aplicarás tus conocimientos dentro de una empresa detallista. en
el verano trabajarás 7hrs. diarias por 5 semanas en una empresa de comercio al
detalle, en donde conocerás las diferentes áreas de la empresa y tendrás la
oportunidad de resolver algún problema o realizar un proyecto específico.
• ADMINISTRACIÓN DE LA TIENDA Y SERVICIO AL CLIENTE: Analizarás los
procesos en el manejo y administración de una tienda. Aprenderás temas
relacionados con sistemas de información, recursos humanos, imagen y diseño de
la tienda (visual merchandising), servicio al cliente y CRM (Customer Relationship
Management), entre otros.
• ESTRATEGIA DE COMERCIO DETALLISTA MULTICANAL: Conocerás las estrategias
que siguen los principales detallistas y su implicación en las ventas. Comprenderás
la metodología para la ubicación de puntos de venta. Aplicarás las estrategias de
publicidad y promoción que se utilizan en el comercio detallista. Además,
aprenderás la nueva tendencia en el retail de administración por categorías.