1、Chapter 1Introduction to the World of RetailingWhat is Retailing?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

2、. James Darell/Getty Images2Examples of Retailers Retailers: Kohls, Macys, Wendys, Amazon, Jiffy Lube, AMC Theaters, American Eagle Outfitter, 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 Amer

3、ica, Costco The McGraw-Hill Companies, Inc./Andrew Resek, photographerThe McGraw-Hill Companies, Inc./John Flournoy, photographer 3Retailing is a High Tech IndustrySelling Merchandise over the InternetUsing Internet to manage supply chainsAnalyze POS data to tailor assortments to storesComputer syst

4、ems for merchandise planningRyan McVay/Getty Images4新技術環境下零售商業方式創新的途徑 5蘇寧云商在新技術環境下的商業方式創新1 2021年2月20日正式改名為“蘇寧云商，以“新方式、新組織、新籠統為蘇寧的變革方向，以“專衍、云融、開放、引領為開展主題。創新內容： 1.打造線上線下無縫對接的O2O業態方式 Expo超級店將是蘇寧未來的主力型門店 蘇寧易購的“超電器化 2021年6月宣布線上線下價錢一致6蘇寧云商在新技術環境下的商業方式創新(2)2.構建新型零售生態系統的零售活動(經過云技術蘇寧整合供應鏈、大數據、開放物流和金融四大平臺，與供應

5、商、消費者、中小零售商和雇員等建立新型共生關系，重塑全新的零售生態系統。 )針對供應商，蘇寧公開產品技術的后臺管理才干 。經過線上線下無縫對接、真假嚴密結合 ，消費者獲得基于客戶需求的各類增值效力、內容效力和處理方案打出“免年費、免平臺運用費、免保證金的“三免政策吸引百貨類賣家入駐 蘇寧運用管理云，為員工個人才干的開展提供培訓效力3.變革配套的治理構造從原有的矩陣式組織轉變為事業部組織方式 專業、垂直、開放、交融、扁平、自主 7Nature of Retail Industry is ChangingMom and Pop StoreTo Todays Retailer8Worlds Larg

6、est Retailers9The Distribution Channel10Manufacturing, Wholesaling and RetailingVertical Integration firm performs more than one set of activitiesEx: retailer invests in wholesaling or manufacturingBackward Integration retailer performs some distribution and manufacturing activitiesEx: JCPenney sell

7、s Arizona jeans (Private Label)Forward Integration manufacturers undertake retailing activitiesEx: Ralph Lauren operates its own stores11How Retailers Add ValueBreak Bulk -Buy it in quantities customers wantHold Inventory -Buy it at a convenient place when you want itProvide Assortment -Buy other pr

8、oducts at the same timeOffer Services -See it before you buy, get credit, layawayRyan McVay/Getty Images12How Retailers Add Value The value of the product and service increases as the retailer performs functions.Bicycle is developed at manufacturerBicycle is developed in several stylesBicycle is off

9、ered in convenient locations in quantities of oneBicycle is featured on floor displayBicycle can be bought on credit or put on layaway13Social and Economic Significance of RetailingCommunity SupportOver $3.4 trillion in annual U.S. sales greater than medical care, housing, recreation combinedEmploys

10、 27 million people 21% of non-agricultural US workforceManagement training opportunitiesEntrepreneurial opportunities14Retailing is Big Part of EconomyServices (45.8%)Manufacturing (11.2%)Retail (21.8%)Government (16.6%)Other 5.6%15Comparison of Distribution Channels Across the Globe16Retail MixReta

11、il StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display17Macys Retail MixRetail StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display18Macys Retail MixEnclosed MallsCustomer ServiceMerchandiseAssortmentPri

12、cingCommunication MixStore DisplayAnd DesignLocation Strategy19Macys Retail MixLocationPricingCommunication MixStore Design and DisplayCustomer ServiceMany Items in Apparel and Soft HomeAssortment Strategy20Macys Retail MixLocationCommunication MixStore Design and DisplayCustomer ServiceMerchandise

13、AssortmentModerate with Frequent SalesPricing Strategy21Macys Retail MixCommunication MixTV, Newspaper Ads andSpecial EventsStore DesignAnd DisplayMerchandise AssortmentPricingCustomer ServiceLocation22Macys Retail MixStore Design and DisplayRacetrack with DisplaysCustomer ServiceLocationMerchandise

14、 AssortmentsPricingCommunication Mix23Macys Retail MixCustomer ServiceModestLocationMerchandise AssortmentPricingCommunication MixStore Design and Display24Targets Retail MixRetail StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display25Targets Retail Mi

15、xFree-standing StoresCustomer ServiceMerchandiseAssortmentPricingCommunication MixStore DisplayAnd DesignLocation Strategy26Targets Retail MixLocationPricingCommunication MixStore Design and DisplayCustomer ServiceLarge Number of CategoriesPrivate Labels Few Items in Each CategoryAssortment Strategy

16、27Targets Retail MixLocationCommunication MixStore Design and DisplayCustomer ServiceMerchandise AssortmentLow to ModestPricing Strategy28Targets Retail MixCommunication MixTV and Newspaper Insert AdsStore DesignAnd DisplayCustomer ServiceLocationMerchandise AssortmentPricing29Targets Retail MixStor

17、e Design and DisplayColorful, wide aisles displaysfor products with a grid layoutCustomer ServiceLocationMerchandise AssortmentsPricingCommunication Mix30Targets Retail MixCustomer ServiceLimitedLocationMerchandise AssortmentPricingCommunication MixStore Design and Display31JCPenneys Strategic Evolu

18、tionMain Street private label soft goods retailerChanges in environment - increased disposable income, growth of suburbs, interstate highway programEmulate Sears in enclosed suburban mallsFocus on soft goods - drop automotive, sporting goods, hardwareDevelop catalog, develop electronic retailingStan

19、d alone storesCentralized checkout 32Organic and natural foods supermarket chainAssortment beyond organic/natural foodsPrivate labels - Whole Food, 360 Day ValueLove, trust, and employee empowermentAlways innovation: Candy Island Lamar Street Greens Fifth Street Seafood In-store Massage TherapistWho

20、le Foods Implementation33Ethical Situations for a Retail ManagerShould a retailer sell merchandise that is suspects was made using child labor?Should it advertise that its prices are lowest in area even though some items are not?Should a buyer accept an expensive gift from a vendor?Should salespeople use high-pressure sales when they know the product is not the best f