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How Retailers Create Value

How Retailers Create Value. - Right Merchandise - Good Shopping Atmosphere - Decreased Shopping Risk - Convenience. Increases Customer Utility. Enhances Value. Reduces Price. - Control of Costs. The Retail Mix. Selling Service Store Design Location Merchandise Pricing Promotion.

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How Retailers Create Value

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  1. How Retailers Create Value - Right Merchandise - Good Shopping Atmosphere - Decreased Shopping Risk - Convenience Increases Customer Utility Enhances Value Reduces Price - Control of Costs

  2. The Retail Mix • Selling • Service • Store Design • Location • Merchandise • Pricing • Promotion

  3. Retailing Careers • Store Management • Merchandising/Buying • Corporate (support) • Information Systems • Distribution • Loss Prevention • Finance • Store Design

  4. Challenge of Retail Management Overall Goal: Create value for customers and profit for firm Marketing Objective: Create differential advantage Tasks: Analyze changing environment Select target market Coordinate ele- ments of retail mix

  5. The Margin-Turnover Tradeoff Hi Margin Lo Turnover High Low Margin Lo Margin Hi Turnover Low High Turnover

  6. Competition Among Strategic Groups High Prestige Stores Traditional Dept. Stores Merchandise Offering (quality, selection, fashion, etc.) Mass Merchandisers Upscale Discounters Low Discounters Low High Price

  7. The Margin-Turnover Tradeoff Hi Margin Lo Turnover High Low Margin Lo Margin Hi Turnover Low High Turnover

  8. Competition Among Strategic Groups High Prestige Stores Traditional Dept. Stores Merchandise Offering (quality, selection, fashion, etc.) Mass Merchandisers Upscale Discounters Low Discounters Low High Price

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