零售管理论文 - 图文

佛山科学技术学院2012 —2013学年第一学期 《 国际零售管理 》课程论文

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1.Discuss the processes by which consumers choose retail stores and merchandise.

Customers will go through the following stages (graph 1)when they selecting a retailer and purchasing merchandise.

Grahp 1

When people realize that there is a demand unmet, the stages in the buying process is beginning. Once customers have make sure what they are need, they begin to search the information about retail and goods. Usually customers have two sources of information,one is internal sources,the other is external sources. There are three factors affecting amount of information search : (1) Characteristics of the product : complexity ,cost

(2)Characteristics of customer: past experience, perceived risk , time pressure (3) Market characteristics : number of alternative brands

After searching information , customers evaluate the performance of retail and products and choice the most satisfied .

Customer buying decsion are influenced by following factors:

(1)Beliefs: about performance of retailers and products (2)Family

(3)Attitudes of evaluations of retailers and products (4)Reference group (5)Culture

12. List and discuss four methods of non-store retailing, including strengths and weaknesses of each compared to store-based retailing. Answer:

There are five types of non-store retailers, in accordance with their respective media taken to communicate with customers to define.Such as Chart (1)

(1).Catalog/Direct mail retailer in the media to communicate with customers in print and mail

(2).Direct selling retailer sales staff face-to-face contact with customers. (3).TV home shopping retailer uses of television as a medium

(4).Electronic retailer interconnected computers or computer interface as a medium to communicate with customers

(5).Vending retailers to display merchandise through vending machines with customers Types of Non-store Retailers

Print, Mail

Catalog/Direct mail retailer Direct selling Customer Mail,

Customer Salespeople Face-to-FacTelevisio

retailer TV home shopping retailer Customer Interactive Electronic System vending machines Customer TelephonElectronic retailer Customer Vending retailers Chart (1)

non-store retailing VS store-based retailing. advantages types 1. Convenience .Catalog/Direct 2.Safety mail retailer 3.Portability;easily accessible 4.Visual presentation 5.Browsing 1. High interaction Direct selling 2. Rapid response retailer 3.Touching and feeling products 4. Personal service 1. Convenience TV home 2.Safety shopping 3. Visual presentation retailer 1. High interaction 2.Convenience Electronic 3. Safety retailer 4.Broad selection 5.Detailed problem-solving information 6.Personalization Vending 1. Convenience retailers 2. Safety disadvantages 1.Low interaction 2. Can’t cash payment 1.Cash payment only 2. narrow selection 1. Low interaction 2.narrow selection 3. 1.Can’t touching and feeling products 2.Can’t cash payment 1.Low interaction. 2.narrow selection Compared to store-based retailing.

①.Direct selling retailer ： Sales staff can respond immediately to customers’ comments and questions and respond according to customers’ demand.

②Most of the non-store retailing to provide customers with a convenient time and place.Usually 24 hours a day, 7 days a week. In addition ,convenience for the disabled, the elderly, suburbanites and so on .

③.Some non-store retailing provide a high degree of personal service,(such as Mary Kay),some non-store retailing do not deal with people,for example, vending machines.

④The commodity classification of non-store retailing distributors provide a broad to narrow selection.

⑤.When customer ordering goods through the Internet and Catalog/Direct mail retailer,they can not touch and feel products, can not try on clothing.They also can’t participate the user guide lecture and replace before buy the products.If customer is not satisfied goods, were unable to the store return.

14. Discuss three advantages and three disadvantages of the following retail locations: downtown (CBD), regional shopping center, freestanding.

advantages disadvantages 1.High security required 2.Shoplifting 3.Parking is poor 1.Occupancy costs are high 2.Tenants may not like mall management control of operations 3.Competition can be intense 1. Trade areas is limited 2.Little guest flow 3.Hard to increase business effect with other retail types downtown (CBD) 1.Hub for public transportation 2..Pedestrian traffic 3.Residents 1.Many different types of stores regional shopping center 2.Many different assortments available 3.Never worry about the weather freestanding 1.Low rent 2.Parking is big enough 3.No direct competition