伯曼 零售管理（第13版）berman_rm13_ppt_01.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 1An Introduction to RetailingCopyright @ 2018, 2014, 2012 Pearson Education, Inc. All Rights Reserved Learning Objectives1.1 To define retailing, consider it from different perspectives, demonstrate its impact, and note its special characteristics1.2 To introduce the concept of strategic planning and apply it1.3 To show why the retailing concept is the foundation of a successful business, with an emphasis on the total retail experience, customer service, and relationship retailing1.4 To indicate the focus and format of the text RetailingRetailing encompasses the business activities involved in selling goods and services to consumers for their personal, family, or household use. It includes every sale to the final consumer. Issues in RetailingHow can we best serve our customers while earning a fair profit?How can we stand out in a highly competitive environment where consumers have so many choices?Low consumer confidence and high savings rates have reduced consumer spending. At the same time retail competition has increased through increased format blurring (e.g., sales of cameras at office supply stores, carpeting and major appliances at home improvement centers).How can we grow our business while retaining a core of loyal customers? The PhilosophyRetailers can best address these questions by fully understanding and applying the basic principles of retailing, as well as the elements in a well-structured, systematic, and focused retail strategy. Figure 1.1 Willingness to Adapt Is Essential for Retailers An Ideal Candidate for a Retailing CareerMust be a people person (more important than technical knowledge). Technical skills can be taught more easily than people skillsMust be flexibleShould be decisiveMust have analytical skillsMust have stamina The 10 Largest Retailers in the United States (2016)Table 1.1 The 10 Largest Retailers in the United States (2016)RankCompanyMain Emphasis1Wal-MartFull-line