市场营销第十四章节(英文).ppt

VIDEO CASE 14 MALL OF AMERICA 1. Why has Mall of America been such a marketing success so far? 14-* VIDEO CASE 14 MALL OF AMERICA 2. What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans? 14-* VIDEO CASE 14 MALL OF AMERICA 3. (a) What criteria should Mall of America use in adding new facilities to its complex?(b) Evaluate (i) retail stores,(ii) entertainment offerings, and (iii) hotels on these criteria? 14-* VIDEO CASE 14 MALL OF AMERICA 4. What specific marketing actions would you propose that Mall of America managers take toensure its continuing success in attracting visitors (a) from the local metropolitan area and(b) from outside of it? 14-* Retailing Retailing consists of all activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use. 14-* Scrambled Merchandising Scrambled merchandising consists of offering several unrelated product lines in asingle retail store. 14-* Telemarketing Telemarketing consists of using the telephone to interact with and sell directly to consumers. 14-* Retailing Mix The retailing mix consists ofthe activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise. 14-* Multichannel Retailers Multichannel retailers are retailers that utilize and integratea combination of traditional store formats and nonstore formats such as catalogs, television, and online retailing. 14-* Category Management Category management is an approachto managing the assortment of merchandise in which a manager is assigned the responsibility for selectingall products that consumers in a market segment might view as substitutes foreach other, with the objective of maximizing sales and profits in the category. 14-* Wheel of Retailing The wheel of retailing is a concept that describes how ne