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PPT 1-1 Consumer Behavior Ignacio J. Vázquez E. © 2007 5 th Edition.

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Presentation on theme: "PPT 1-1 Consumer Behavior Ignacio J. Vázquez E. © 2007 5 th Edition."— Presentation transcript:

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2 PPT 1-1 Consumer Behavior Ignacio J. Vázquez E. © 2007 5 th Edition

3 PPT 1-2 Consumer Behavior Ignacio J. Vázquez E. © 2007 McGraw-Hill/Irwin Levy/Weitz: Retailing Management, 5/e Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Introduction to the World of Retailing Chapter 1

4 PPT 1-3 Consumer Behavior Ignacio J. Vázquez E. © 2007 Retailing – a set of business activities that adds value to the products and services sold to consumers for their personal or family use. A retailer is a business that sells products and/or services to consumers for personal or family use. What is Retailing?

5 PPT 1-4 Consumer Behavior Ignacio J. Vázquez E. © 2007 Examples of Retailers Retailers: -Sears, Holiday Inn, McDonalds, Amazon.com, Jiffy Lube, AMC Theaters, American Eagle Outfitter, FAO Schwartz, Kroger Firms that are retailers and wholesalers that sell to other business as well as consumers: -Office Depot, The Home Depot, United Airlines, Bank of America, Sams Clubs

6 PPT 1-5 Consumer Behavior Ignacio J. Vázquez E. © 2007 How Retailers Add Value 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

7 PPT 1-6 Consumer Behavior Ignacio J. Vázquez E. © 2007 Doll can be bought on credit or put on layaway Doll is featured on floor display Doll is offered in convenient locations in quantities of one Doll is developed in several styles How Retailers Add Value Doll is developed at manufacturer The value of the product and service increases as the retailer performs functions.

8 PPT 1-7 Consumer Behavior Ignacio J. Vázquez E. © 2007 Manufacturers Perspective The Four Ps of Marketing Distribution Retailers are part of the distribution channel Retailers are part of the distribution channel Product Price Promotion

9 PPT 1-8 Consumer Behavior Ignacio J. Vázquez E. © 2007 Distribution Channel

10 PPT 1-9 Consumer Behavior Ignacio J. Vázquez E. © 2007 Accounting Finance MIS Operations Marketing Human Resources Retailers are a Business Like Manufacturers

11 PPT 1-10 Consumer Behavior Ignacio J. Vázquez E. © 2007 Decision Variables for Retailers Customer Service Store Design and Display Merchandise Assortment Communication Mix LocationPricing Retail Strategy

12 PPT 1-11 Consumer Behavior Ignacio J. Vázquez E. © 2007 Economic Significance of Retailing Over $2.5 trillion in annual U.S. sales -greater than medical care, housing, recreation combine Employs 17% of population -about the same as manufacturing and growing Management training opportunities Entrepreneurial opportunities

13 PPT 1-12 Consumer Behavior Ignacio J. Vázquez E. © 2007 Nature of Retail Industry is Changing Mom and Pop Store To Todays Retailer

14 PPT 1-13 Consumer Behavior Ignacio J. Vázquez E. © 2007 Retailing is a High Tech Industry - Selling Merchandise over the Internet - Using Internet to manage supply chains - Analyze POS data to tailor assortments to stores - Computer systems for merchandise planning

15 PPT 1-14 Consumer Behavior Ignacio J. Vázquez E. © 2007 Globalization of Retailing Source Merchandise From Around the World Wal-Mart Operates in U.S., China, Mexico, UK, Germany Carrefour has Stores in 25 Countries

16 PPT 1-15 Consumer Behavior Ignacio J. Vázquez E. © 2007 Retail Environment Differs Across the Globe USJapan Concentration High Medium Store Size Big Small Role of Low High Wholesaling Efficiency High Low

17 PPT 1-16 Consumer Behavior Ignacio J. Vázquez E. © 2007 JC Penneys Strategic Evolution Main Street private label soft goods retailer Changes in environment -- increased disposable income, growth of suburbs, interstate highway program Emulate Sears in enclosed suburban malls Focus on soft goods -- drop automotive, sporting goods, hardware Develop catalog, develop electronic retailing Future (?)

18 PPT 1-17 Consumer Behavior Ignacio J. Vázquez E. © 2007 Sears Strategic Evolution Large number of merchandise categories -- appliances, hardware, apparel Malls evolved into places for buying soft goods, hard goods sold at category killers The Softer Side of Sears Refocused on value -- Testing carts in stores Acquired Lands End Reviewed training program for new managers

19 PPT 1-18 Consumer Behavior Ignacio J. Vázquez E. © 2007 Whole Foods Implementation Strategy - organic and natural foods supermarket chain Assortment beyond organic/natural foods Private labels - Whole Food, 360 Day Value Love, trust, and employee empowerment Equality in compensation

20 PPT 1-19 Consumer Behavior Ignacio J. Vázquez E. © 2007 Hot Topics Retail Mix Retail Strategy Customer ServiceLocation Merchandise Assortment Pricing Communication Mix Store Design And Display

21 PPT 1-20 Consumer Behavior Ignacio J. Vázquez E. © 2007 Hot Topics Retail Mix Enclosed malls Customer Service Merchandise Assortment Pricing Communication Mix Store Display And Design Location Strategy

22 PPT 1-21 Consumer Behavior Ignacio J. Vázquez E. © 2007 Hot Topics Retail Mix Location Pricing Communication Mix Store Design and Display Customer Service Many Different Hot Band T-shirts and Accessories Assortment Strategy

23 PPT 1-22 Consumer Behavior Ignacio J. Vázquez E. © 2007 Hot Topics Retail Mix Location Communication Mix Store Design and Display Customer Service Merchandise Assortment Modest with Sales Pricing Strategy

24 PPT 1-23 Consumer Behavior Ignacio J. Vázquez E. © 2007 Hot Topics Retail Mix Communication Mix TV and Magazine Ads Store Design And Display Customer Service Location Merchandise Assortment Pricing

25 PPT 1-24 Consumer Behavior Ignacio J. Vázquez E. © 2007 Hot Topics Retail Mix Store Design and Display Heavy Metal, Gothic Look Customer Service Location Merchandise Assortments Pricing Communication Mix

26 PPT 1-25 Consumer Behavior Ignacio J. Vázquez E. © 2007 Hot Topics Retail Mix Customer Service Modest Location Merchandise Assortment Pricing Communication Mix Store Design and Display

27 PPT 1-26 Consumer Behavior Ignacio J. Vázquez E. © 2007 Macys Retail Mix Retail Strategy Customer Service Location Merchandise Assortment Pricing Communication Mix Store Design And Display

28 PPT 1-27 Consumer Behavior Ignacio J. Vázquez E. © 2007 Macys Retail Mix Enclosed Malls Customer Service Merchandise Assortment Pricing Communication Mix Store Display And Design Location Strategy

29 PPT 1-28 Consumer Behavior Ignacio J. Vázquez E. © 2007 Macys Retail Mix Location Pricing Communication Mix Store Design and Display Customer Service Many Items in Apparel and Soft Home Assortment Strategy

30 PPT 1-29 Consumer Behavior Ignacio J. Vázquez E. © 2007 Macys Retail Mix Location Communication Mix Store Design and Display Customer Service Merchandise Assortment Moderate with Frequent Sales Pricing Strategy

31 PPT 1-30 Consumer Behavior Ignacio J. Vázquez E. © 2007 Macys Retail Mix Communication Mix TV, Newspaper Ads and Special Events Store Design And Display Merchandise Assortment Pricing Customer Service Location

32 PPT 1-31 Consumer Behavior Ignacio J. Vázquez E. © 2007 Macys Retail Mix Store Design and Display Ring with Displays Customer Service Location Merchandise Assortments Pricing Communication Mix

33 PPT 1-32 Consumer Behavior Ignacio J. Vázquez E. © 2007 Macys Retail Mix Customer Service Modest Location Merchandise Assortment Pricing Communication Mix Store Design and Display

34 PPT 1-33 Consumer Behavior Ignacio J. Vázquez E. © 2007 Wal-Marts Retail Mix Retail Strategy Customer Service Location Merchandise Assortment Pricing Communication Mix Store Design And Display

35 PPT 1-34 Consumer Behavior Ignacio J. Vázquez E. © 2007 Wal-Marts Retail Mix Free-standing Stores Customer Service Merchandise Assortment Pricing Communication Mix Store Display And Design Location Strategy

36 PPT 1-35 Consumer Behavior Ignacio J. Vázquez E. © 2007 Wal-Marts Retail Mix Location Pricing Communication Mix Store Design and Display Customer Service Large Number of Categories Few Items in Each Category Assortment Strategy

37 PPT 1-36 Consumer Behavior Ignacio J. Vázquez E. © 2007 Wal-Marts Retail Mix Location Communication Mix Store Design and Display Customer Service Merchandise Assortment Low, EDLP Pricing Strategy

38 PPT 1-37 Consumer Behavior Ignacio J. Vázquez E. © 2007 Wal-Marts Retail Mix Communication Mix TV and Newspaper Insert Ads Location Pricing Store Design and Display Customer Service Merchandise Assortment

39 PPT 1-38 Consumer Behavior Ignacio J. Vázquez E. © 2007 Wal-Marts Retail Mix Store Design and Display Basic, Special Displays for Products Customer Service Location Merchandise Assortments Pricing Communication Mix

40 PPT 1-39 Consumer Behavior Ignacio J. Vázquez E. © 2007 Wal-Marts Retail Mix Customer Service Limited Location Merchandise Assortment Pricing Communication Mix Store Design and Display

41 PPT 1-40 Consumer Behavior Ignacio J. Vázquez E. © 2007 Career Opportunities in Retailing Start Your Own Business Walton Family (Wal-Mart) Fisher (The Gap) Wexner (Limited) Menard (Menards) Marcus, Blank (The Home Depot) Kellogg (Kohls) Schulze (Best Buy) Levine (Family Dollar) Gold (99Cent Only) List of Retail Entrepreneurs on Forbes 400 Richest Americans

42 PPT 1-41 Consumer Behavior Ignacio J. Vázquez E. © 2007 Misconceptions About Careers in Retailing Dont need college Low pay Long hours Boring Dead-end job No benefits Everyone is part-time Unstable environment

43 PPT 1-42 Consumer Behavior Ignacio J. Vázquez E. © 2007 Why You Should Consider Retailing Entry level management positions -Department manager or assistant buyer/planner -Manage and have P&L responsibility on your first job Starting pay average with great benefits - Some retailers pay graduate school No two days are alike Buying for financially oriented people Management for people people

44 PPT 1-43 Consumer Behavior Ignacio J. Vázquez E. © 2007 Types of Jobs in Retailing Most entry level jobs are in store management or buying, but… retailers also have staff specialists: --accounting and finance --real estate --human resource management --supply chain management --advertising --public affairs

45 PPT 1-44 Consumer Behavior Ignacio J. Vázquez E. © 2007 Centro de Comercio Detallsita 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.


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