Firsttimeinthetoystore资料.ppt

4 Strategic Dimensions of Retailing External Consumer Expectations Internal Retailing Mix Variables Margin and Inventory Goals Assortment and merchandise Location of outlets Customer Services offered Building a Retailing Marketing Strategy External Consumer Expectations Convenience in space and time Atmosphere or ambience Merchandise Price Information/interaction Service Building a Retailing Marketing Strategy Internal Retailing Mix Variables Physical Facilities Merchandise/Merchandising Pricing Promotion Services Organization/Personnel Critical Developments in Retailing The dominance of general merchandise “Power Retailers” Sharp definition of customers and needs Willingness to take risks via market testing and trend forecasting Ordering early and selling fast High investment in intelligent IT Commitment to deliver value Customer service to create an “experience” Category killers, private labels, v. deep assortments Critical Developments in Retailing The increasing polarity of retailing the growth of limited line, tightly managed, highly focused specialty chains (high touch). the growth of very large stores which rely on technology for logistics control (high tech). Critical Developments in Retailing The increasing power of retailers in the channels for packaged goods The growing importance of convenience The growing impact of computer technology Increased focus on legitimate pricing L L Location P P Positioning Mergers and Acquisitions. Multiattribute Model Appeal to individuals Publics (in PR) Groups of people who have influence on, or interest in, an organization or a company Generic List of Publics Shareholders Employees (Internal public) Suppliers Financial partners Distributors (channels) Media Government agencies Competitors Interest groups Unions Opinion leaders Potential recruits Business community CLAIMS of Public Relations Change Launch Acquire Inform Maintain Straighten Straighten Product recall or return Any pub