Leavey School of Business
Santa Clara University
Office: 216 U Lucas Hall
Office Hours: MWF: 10:00 am -11:00 pm
Professor: Gail H. Kirby, Ph.D.
Office Phone: (408) 551-1894
Cell: (831) 818-1517
E-mail: [email protected]
Chapter 1: Introduction to the World of Retailing
What is Retailing?: set of business activities that adds value to the products/services sold
to consumers for their personal/family use
The Retailers Role in a Supply Chain: f
breaking bulk A function performed by retailers or wholesalers in which they receive
large quantities of merchandise and sell them in smaller quantities.
ethics A system or code of conduct based on universal moral duties and obligations that
complexity The ease with which consumers can understand and use a new fashion.
cross-shopping A pattern of buying both premium and low-priced merchandise or
patronizing expensive, status-oriented retailers and price-oriented retailers.
catalog retailing Nonstore retail format in which the retail offering is communicated to a
customer through a catalog.
channel migration When consumers collect information about products on one
companys channel and then buys the product from ano
assortment The number of SKUs within a merchandise category. Also called depth of
breadth of merchandise The number of different merchandise categories within a store
category killer A discount retailer that offers a
brand image Set of associations consumers have about a brand that are usually
organized around some meaningful themes.
positioning The design and implementation of a retail mix to create in the customers
mind an image of the retailer relative to
Input Measures assess the amount of resources or money used by the retailer to achieve outputs
such as sales
Output measures asses the results of a retailers investment decisions
Productivity measure determines how effectively retai
Radio Frequency Identification (RFID) allows an object or a person to be identified at a
distance using radio waves.
Reduces warehouse and distribution labor costs
Reduces point of sale labor costs
Inventory savings by reducing inventory errors
accessibility (1) The degree to which customers can easily get into and out of a shopping
center; (2) ability of the retailer to deliver the appropriate retail mix to customers in the
customer spotting A technique used in trade area ana
gentrification A process in which old buildings are torn down or restored to create new
offices, housing developments, and retailers.
inner city Typically a high-density urban area consisting of apartment buildings
populated primarily by ethnic