1243015576_Chap008(2) - 8-1Zones in a Trade Area8-2Factors...

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Unformatted text preview: 8-1Zones in a Trade Area8-2Factors Affecting the Size of the Trade Area■Accessibility■Natural & Physical Barriers■Type of Shopping Area■Type of Store■The nature of merchandise, assortment, location of alternative sources for the merchandise ■Competition■Parasite Stores8-3Measuring Trade Areas■Customer Spotting■Use Census Data (census bock)■Geodemographic Information Systems8-4Customer SpottingPurpose: to spot, or locate, the residences of customers for a store or shopping centerHow to obtain data: •credit card or checks•customer loyalty programs•manually as part of the checkout process•automobile license plates8-5Customer SpottingTalbots uses the addresses of its catalog customers to determine promising locations for its future stores8-6Ryan McVay/Getty ImagesCensus Data of the U.S.Only once in 10 years.Each household in the country is counted to determine the numberof persons per household, household relationships, sex, race, age and marital status.8-7Geographic Information System (GIS)...
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This note was uploaded on 01/09/2010 for the course MKT 4324 taught by Professor Trappey during the Spring '09 term at National Taiwan University.

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1243015576_Chap008(2) - 8-1Zones in a Trade Area8-2Factors...

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