《零售业概述》（英文版） Chapter 1 Objectives

Introduction Retailing Chapter 1

Chapter 1

Objectives Define Retailing ∨ arious Perspectives Impact Special Characteristics Concept of Strategic Planning Relate Marketing Concept to Retailing Total Retail Experience Customer Service Relationship Retailing

• Define Retailing – Various Perspectives – Impact – Special Characteristics • Concept of Strategic Planning • Relate Marketing Concept to Retailing – Total Retail Experience – Customer Service – Relationship Retailing

Retailing The business activities involved in selling goods and services to consumers for their personal, or household use. It includes every sale of goods and services to the fina/ consumer

The business activities involved in selling goods and services to consumers for their personal, or household use. It includes every sale of goods and services to the final consumer

Opportunities Challenges Opportunities Start New Business Franchising Globalization Challenges Bored consumers Time Poor Society Too Many Stores High Consumer Expectations

• Opportunities – Start New Business – Franchising – Globalization • Challenges – Bored Consumers – Time Poor Society – Too Many Stores – High Consumer Expectations

Perspectives of Retailing Tangible Goods Services Does NOT Always Include Store Retailer

• Tangible Goods • Services • Does NOT Always Include – Store – Retailer

Retailing's Economical Impact Traditional retailers Sales $3 Trillion in U.S Non-Traditional retailers Sales $250 Billion Other services Several Hundred Billion Major Source of Jobs

• Traditional Retailers – Sales $3 Trillion in U.S • Non-Traditional Retailers – Sales $250 Billion • Other Services – Several Hundred Billion • Major Source of Jobs

Channel of Distrilbution Final Manufacturer Wholesaler Retailer Consumer

Manufacturer Wholesaler Final Consumer Retailer

Divergent Viewpoints Types of Distribution Exclusive ntensive Selective

• Divergent Viewpoints • Types of Distribution – Exclusive – Intensive – Selective

Competition in the Marketplace Product Image Slotting Allowances Distribution Rights

• Competition in the Marketplace • Product Image • Slotting Allowances • Distribution Rights

Career Opportunities Management ° Operations ° Merchandising

• Management • Operations • Merchandising