Berman_ch_01 - Chapter 1 An Introduction to Retailing...

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Chapter 1 1 An Introduction to Retailing RETAIL MANAGEMENT: A STRATEGIC APPROACH, 9th Edition BERMAN BERMAN EVANS EVANS
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1-2 Chapter Objectives To define retailing, consider it from different perspectives, demonstrate its impact, and note its special characteristics To introduce the concept of strategic planning and apply it To show why the retailing concept is the foundation of a successful business, with an emphasis on the total retail experience, customer service, and relationship retailing To indicate the focus and format of the text
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1-3 Retailing Retailing encompasses the business activities involved in selling goods and services to consumers for their personal, family, or household use. It includes every sale to the final consumer.
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1-4 Issues in Retailing How can we best serve our customers while earning a fair profit? How can we stand out in a highly competitive environment where consumers have too many choices? How can we grow our business, while retaining a core of loyal customers?
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1-5 The Philosophy Retailers can best address these questions by fully understanding and applying the basic principles of retailing, as well as the elements in a well-structured, systematic, and focused retail strategy.
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1-6 Figure 1.1 Boom Times for Costco
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1-7 Figure 1.2 Career Pathways to Success
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1-8 Career Pathways to Success
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  • Summer '13
  • hina
  • Sales, total retail experience, Relationship Retailing

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