伯曼 零售管理（第13版）berman_rm13_ppt_08.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 8Information Gathering And Processing In RetailingCopyright ? 2018, 2014, 2012 by Pearson Education, Inc. All Rights Reserved Learning Objectives8.1 To discuss how information flows in a retail distribution channel8.2 To show why retailers should avoid strategies based on inadequate information8.3 To look at the retail information system, its components, and recent advances8.4 To describe the marketing research process Figure 8.2 How Information Flows in a Retail Distribution Channel Manufacturers Need To KnowFrom the RetailerEstimates of category salesInventory turnover ratesFeedback on competitorsLevel of customer returnsFrom the CustomerAttitudes toward styles and modelsExtent of brand loyaltyWillingness to pay a premium for superior quality Retailers Need To KnowFrom the SupplierAdvance notice of new models and model changesTraining materialsSales forecastsJustifications for price changesFrom the CustomerWhy people shop thereCustomers’ likes and dislikesWhere else people shop Consumers Need To KnowFrom the SupplierAssembly and operating instructionsExtent of warranty coverageWhere to send a complaintFrom the RetailerWhere specific merchandise is stocked in the storeMethods of payment acceptableRain check and other policies Retail Information System (RIS)Anticipates the information needs of retail managersCollects, organizes, and stores relevant data on a continuous basisDirects the flow of information to the proper decision makers Figure 8.3 A Retail Information System Data-Base ManagementA major element in an RISSystem gathers, integrates, applies, and stores information in related subject areasUsed forLoyalty program managementCustomer analysisPromotion evaluationInventory planningTrading area analysis Five Steps to Approaching Data-Base ManagementPlan the particular data base and its components and determine information needsAcquire the necessary informationRetain the information in a usa