Chapter 1

5th Edition PPT 1-1
Consumer Behavior
Ignacio J. Vzquez E. 2007
Chapter 1 Introduction to the World of Retailing
McGraw-Hill/Irwin Levy/Weitz: Retailing Management, 5/e Behavior PPT 1-2 Consumer
Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
What 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.
PPT 1-3
Consumer Behavior
Examples of Retailers
Retailers:
-Sears, Holiday Inn, McDonalds, Amazon.com, Jiffy Lube, AMC Theaters, American Eagle Outfitter, FAO Schwartz, 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 America, Sams Clubs
PPT 1-4
Consumer Behavior
How Retailers Add Value

Breaking Bulk -Buy it in quantities customers want Holding Inventory -Buy it at a convenient place when you want it Providing Assortment -Buy other products at the same time Offering Services -See it before you buy, get credit, layaway
PPT 1-5
Consumer Behavior
How Retailers Add Value

The value of the product and service increases as the retailer performs functions.
Doll can be bought on credit or put on layaway Doll is featured on floor display Doll is offered in convenient locations in Doll is developed in quantities of one several styles Doll is developed at manufacturer
PPT 1-6
Consumer Behavior
Manufacturers Perspective
The Four Ps of Marketing
Retailers Retailersare are part part of of the the distribution channel channel distribution Product
Distribution
Price
Promotion
PPT 1-7
Consumer Behavior
Distribution Channel
PPT 1-4
Distribution Channel
PPT 1-8
Consumer Behavior
Retailers are a Business Like Manufacturers
Accounting
Finance
Marketing
Operations
MIS
Human Resources
PPT 1-9
Consumer Behavior
Decision Variables for Retailers
Customer Service
Store Design and Display
Retail
Strategy
Merchandise Assortment
Pricing
Location
Communication Mix
PPT 1-10 Consumer Behavior
Economic Significance of Retailing
Over $2.5 trillion in annual U.S. sales

-greater than medical care, housing, recreation combine
Employs 17% of population

-about the same as manufacturing and growing
Management training opportunities
Entrepreneurial opportunities
Nature of Retail Industry is Changing
To Todays Retailer
Mom and Pop Store
Retailing is a High Tech Industry

- Selling Merchandise over the Internet
- Using Internet to manage supply chains
- Analyze POS data to tailor assortments to stores
- Computer systems for merchandise planning

Globalization of Retailing
Source Merchandise From Around the World
Wal-Mart Operates in U.S., China, Mexico, UK, Germany
Carrefour has Stores in 25 Countries
Retail Environment Differs Across the Globe
US
Concentration High
Japan
Medium
Store Size
Big
Small
Role of Wholesaling
Low
High
Efficiency
High
Low
JC Penneys Strategic Evolution

Main Street private label soft goods retailer Changes in environment -- increased disposable income, growth of suburbs, interstate highway program
Emulate Sears in enclosed suburban malls

Focus on soft goods -- drop automotive, sporting goods, hardware Develop catalog, develop electronic retailing Future (?)
Sears Strategic Evolution

Large number of merchandise categories -appliances, hardware, apparel Malls evolved into places for buying soft goods, hard goods sold at category killers The Softer Side of Sears Refocused on value -- Testing carts in stores
Acquired Lands End

Reviewed training program for new managers
Whole Foods Implementation

Strategy - organic and natural foods supermarket chain Assortment beyond organic/natural foods
Private labels - Whole Food, 360 Day Value

Love, trust, and employee empowerment Equality in compensation
Hot Topics Retail Mix
Customer Service
Location
Store Design
Merchandise
And Display
Retail Strategy
Assortment
Communication Mix
Pricing

Location Strategy
Enclosed malls
Customer Service
Store Display And Design Communication Mix PPT 1-20 Consumer Behavior
Merchandise Assortment Pricing

Assortment Strategy
Customer Service
Location
Many Different Hot Band T-shirts and Accessories
Communication Pricing Mix
Location Customer Service Merchandise Assortment
Pricing Strategy
Communication Mix
Modest with Sales

Customer Service
Location
Communication Mix
Store Design And Display
Pricing
TV and Magazine Ads
Customer Service
Location
Heavy Metal, Gothic Look

Communication Mix
Merchandise Assortments
Pricing
Customer Service Modest

Location
Pricing
Communication Mix PPT 1-25 Consumer Behavior
Macys Retail Mix
Customer Service
Location
Retail Strategy
Communication Mix
Pricing
Macys Retail Mix

Location Strategy
Enclosed Malls
Customer Service
Store Display And Design
Pricing
Macys Retail Mix

Assortment Strategy
Customer Service
Location
Communication Mix
Many Items in Apparel and Soft Home

Pricing
Macys Retail Mix
Location Customer Service Merchandise Assortment
Pricing Strategy
Store Design and Display Communication Mix
Moderate with Frequent Sales
Macys Retail Mix

Customer Service
Location
Communication Mix
Pricing
TV, Newspaper Ads and Special Events
Macys Retail Mix
Customer Service
Location
Ring with Displays

Communication Mix
Pricing
Macys Retail Mix
Customer Service
Modest
Location Merchandise Assortment Store Design and Display Communication Mix PPT 1-32 Consumer Behavior
Pricing
Wal-Marts Retail Mix
Customer Service
Location
Retail Strategy
Communication Mix
Pricing

Location Strategy
Free-standing Stores
Customer Service Store Display And Design
Pricing

Assortment Strategy
Customer Service
Location
Large Number of Categories Few Items in Each Category
Communication Mix
Pricing
Location
Pricing Strategy
Customer Service
Communication Mix
Low, EDLP

Customer Service
Location
Communication Mix
Store Design and Display Merchandise Assortment
Pricing
TV and Newspaper Insert Ads
Customer Service
Location
Basic, Special Displays for Products

Communication Mix
Pricing
Customer Service
Limited
Location Merchandise Assortment Store Design and Display Communication Mix PPT 1-39 Consumer Behavior
Pricing
Career Opportunities in Retailing Start Your Own Business

List of Retail Entrepreneurs on Forbes 400 Richest Americans Walton Family (Wal-Mart) Fisher (The Gap) Wexner (Limited) Menard (Menards) Marcus, Blank (The Home Depot) Kellogg (Kohls) Schulze (Best Buy) Levine (Family Dollar)
Gold (99Cent Only)
Misconceptions About Careers in Retailing

Dont need college Low pay Long hours Boring
Dead-end job
No benefits Everyone is part-time Unstable environment
Why You Should Consider Retailing

Entry level management positions
-Department manager or assistant buyer/planner

-Manage and have P&L responsibility on your first job Starting pay average with great benefits - Some retailers pay graduate school No two days are alike
Buying for financially oriented people

Management for people people
Types of Jobs in Retailing

Most entry level jobs are in store management or buying, but
retailers also have staff specialists: --accounting and finance --real estate --human resource management
--supply chain management

--advertising --public affairs
Centro de Comercio Detallsita

www.gda.itesm.mx/ccd ADMINISTRACIN DE MERCANCAS / PRECIOS: Aprenders el manejo de compras, resurtidos e inventarios que realizan las empresas de comercio al detalle. Analizars la tecnologa que est revolucionando el retail y estudiars la administracin y el establecimiento de precios, as como el desarrollo y presentacin de lneas de producto, dando especial atencin a las relaciones comprador-proveedor. INTERNSHIP I Y II: Aplicars tus conocimientos dentro de una empresa detallista. en el verano trabajars 7hrs. diarias por 5 semanas en una empresa de comercio al detalle, en donde conocers las diferentes reas de la empresa y tendrs la oportunidad de resolver algn problema o realizar un proyecto especfico. ADMINISTRACIN DE LA TIENDA Y SERVICIO AL CLIENTE: Analizars los procesos en el manejo y administracin de una tienda. Aprenders temas relacionados con sistemas de informacin, recursos humanos, imagen y diseo de la tienda (visual merchandising), servicio al cliente y CRM (Customer Relationship Management), entre otros.
ESTRATEGIA DE COMERCIO DETALLISTA MULTICANAL: Conocers las estrategias que siguen los principales detallistas y su implicacin en las ventas. Comprenders la metodologa para la ubicacin de puntos de venta. Aplicars las estrategias de publicidad y promocin que se utilizan en el comercio detallista. Adems, aprenders la nueva tendencia en el retail de administracin por categoras.

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Chapter 1

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5th Edition PPT 1-1

Ignacio J. Vzquez E. 2007

Chapter 1 Introduction to the World of Retailing

McGraw-Hill/Irwin Levy/Weitz: Retailing Management, 5/e Behavior PPT 1-2 Consumer

Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

Ignacio J. Vzquez E. 2007

Ignacio J. Vzquez E. 2007

Ignacio J. Vzquez E. 2007

How Retailers Add Value

Ignacio J. Vzquez E. 2007

How Retailers Add Value

Ignacio J. Vzquez E. 2007

Ignacio J. Vzquez E. 2007

Ignacio J. Vzquez E. 2007

Retailers are a Business Like Manufacturers

Ignacio J. Vzquez E. 2007

Decision Variables for Retailers

Store Design and Display

Ignacio J. Vzquez E. 2007

Economic Significance of Retailing

Over $2.5 trillion in annual U.S. sales

Employs 17% of population

Management training opportunities

PPT 1-11 Consumer Behavior

Ignacio J. Vzquez E. 2007

Nature of Retail Industry is Changing

Mom and Pop Store

PPT 1-12 Consumer Behavior

Ignacio J. Vzquez E. 2007

Retailing is a High Tech Industry

- Using Internet to manage supply chains

- Analyze POS data to tailor assortments to stores

- Computer systems for merchandise planning

Ignacio J. Vzquez E. 2007

Source Merchandise From Around the World

Wal-Mart Operates in U.S., China, Mexico, UK, Germany

Carrefour has Stores in 25 Countries

PPT 1-14 Consumer Behavior

Ignacio J. Vzquez E. 2007

Retail Environment Differs Across the Globe

JC Penneys Strategic Evolution

Emulate Sears in enclosed suburban malls

Ignacio J. Vzquez E. 2007

Sears Strategic Evolution

Acquired Lands End

Ignacio J. Vzquez E. 2007

Whole Foods Implementation

Private labels - Whole Food, 360 Day Value

Ignacio J. Vzquez E. 2007

Hot Topics Retail Mix

Ignacio J. Vzquez E. 2007

Hot Topics Retail Mix

Merchandise Assortment Pricing

Ignacio J. Vzquez E. 2007

Hot Topics Retail Mix

Store Design and Display

Many Different Hot Band T-shirts and Accessories

Communication Pricing Mix

PPT 1-21 Consumer Behavior

Ignacio J. Vzquez E. 2007

Hot Topics Retail Mix

Location Customer Service Merchandise Assortment

Store Design and Display

Modest with Sales