《零售业概述》（英文版） Chapter 2 Staining

Chapter 2

Chapter 2

Objectives Explain"Value"in Retailing Describe Relationship Nurturing Examine Relationship Building Goods Retailers Services Retailers Discuss Impact of Technology on Retailing Consider Interplay Between Ethical Performance and Relationships

• Explain “Value” in Retailing • Describe Relationship Nurturing • Examine Relationship Building – Goods Retailers – Services Retailers • Discuss Impact of Technology on Retailing • Consider Interplay Between Ethical Performance and Relationships

Value coals Customers Believe Good value for Money Customer Like Doing Business with retailer Channel Members Like Doing Business with retailer

• Customers Believe Good Value for Money • Customer Like Doing Business with Retailer • Channel Members Like Doing Business with Retailer

Value chain Involves: Manufacturer Wholesaler Retailer Series of Activities and Processes Provides a Given Level of value for Consumers Closely Related to: Desire to Make Profit Type of Strategy Pursued

• Involves: – Manufacturer – Wholesaler – Retailer • Series of Activities and Processes • Provides a Given Level of Value for Consumers • Closely Related to: – Desire to Make Profit – Type of Strategy Pursued

Benefits from Purchase Cost VS Benefit Varies by Shopper Type Concerned with Outcome NOT Process

• Benefits from Purchase • Cost VS Benefit • Varies by Shopper Type • Concerned with Outcome NOT Process

Value-Oriented Strategies Expected Retail Strategy Augmented Retail Strategy Potential Retail Strategy

• Expected Retail Strategy • Augmented Retail Strategy • Potential Retail Strategy

Value-Oriented Strategy Pitfalls Planning value with Only A Price Perspective Providing Value-Enhancing Services Customers Don't Want or Now Willing to Pay Competing in the Wrong Value/Price Segment Believing Augmented Elements Alone Create Value Paying Lip Service to Customer Service

• Planning Value with Only A Price Perspective • Providing Value-Enhancing Services Customers Don’t Want or Now Willing to Pay • Competing in the Wrong Value/Price Segment • Believing Augmented Elements Alone Create Value • Paying Lip Service to Customer Service

Customer Relationships Customer Base Core Customers

• Customer Base • Core Customers

Customer Service Expected Augmented Improvement Employee Empowerment

• Expected • Augmented • Improvement –Employee Empowerment

Customer Service Strategy Range Level Choice Price Measurement Retention

• Range • Level • Choice • Price • Measurement • Retention