retailing establishing

39問 • 1年前

問題一覧

refers to how a retailer is perceived by customers and others

image

refers to how a firm devises its strategy so as to project an image relative to its retail category and its competitors—and to elicit a positive consumer response

positioning

Retailers can be classified as occupying the following retail image positions based on their leadership on six dimensions:

price leaders location leaders atmospheric leaders product quality leaders selection leaders service leaders

A retailer’s image depends heavily on its “_____,” the psychological feeling a customer gets when visiting that retailer

atmosphere

refers to the physical characteristics of catalogs, vending machines, Web sites, and so forth.

atmosphere

properly displayed products, stimulating shopping behavior, and enhanced physical environment—it engages in ___

visual merchandising

Store atmosphere (atmospherics) can be divided into these key elements:

exterior general interior store layout displays

the total physical exterior of the store itself. It includes the marquee, entrances, windows, lighting, and construction materials.

storefront

is a sign that displays the store’s name. It can be painted or a neon light, printed or script, and set alone or mixed with a slogan (trademark) and other information.

marquee

Light fixtures, wood or metal beams, doors, rest rooms, dressing rooms, and vertical trans- portation can cause ___

dead areas

Each store has a total amount of floor space to allot to selling, merchandise, personnel, and customers.

allocation of floor space

used for displays of merchandise, interactions between salespeople and customers, demonstrations, and so on.

selling space

is set aside for employees to change clothes and to take lunch and coffee breaks, and for rest rooms.

personal space

contributes to the shopping mood. It can include a lounge, benches and/or chairs, dressing rooms, rest rooms, a restaurant, a nursery, parking, and wide aisles

customer space

is a visual (graphical) repre- sentation of the space for selling, merchandise, personnel, and customers—as well as for product categories. It also lays out the retailer’s in-store placement.

planogram

display merchandise by common end use.

functional product groupings

appeal to the consumer’s urge to buy products and the amount of time he or she is willing to spend on shopping

purchase motivation product groupings

place together various items that appeal to a given target market.

market segment product groupings

may be used for products needing special handling.

storability product groupings

places displays and aisles in a rectangular or gridiron pattern

straight (gridiron) traffic flow

places displays and aisles in a free-flowing pattern,

curving (free-flowing) traffic flow

this pattern is often used by food retailers, discount stores, drugstores, hardware stores, and stationery stores

straight traffic pattern

this pattern is used by department stores, apparel stores, and other shopping- oriented stores.

curving traffic pattern

determines the floor space necessary to carry and display a proper merchandise assortment.

model stock approach

assigns floor space on the basis of sales or profit per foot.

sales-productivity ratio

provides shoppers with information, adds to store atmosphere, and serves a substantial promotional role.

point-of-purchase display

several types of display:

Assortment display theme-setting display Ensemble display Rack display Case display Cut case Dump bin Electronic display Mobile display

exhibits a wide range of merchandise.

assortment display

the customer is encouraged to feel, look at, and/or try on product

open assortment

the customer is encouraged to look at merchandise but not touch it or try it on.

closed assortment

depicts a product offering in a thematic manner and sets a specific mood.

theme-setting display

a complete product bundle (___) is presented—rather than showing merchandise in separate categories (such as a shoe department, sock department, pants department, shirt department, and sports jacket department).

ensemble display

exhibits heavier, bulkier items than racks hold

case display

is an inexpensive display that leaves merchandise in the original carton.

cut case

also lacking any comforting atmosphere—is a case that holds piles of sale clothing, marked-down books, or other products.

dump bin

A Nonstore-Based Retailing Perspective:6

storefront general interior store layout displays checkout counter special considerations

a pioneer in retail anthropology, advises retailers to encourage consumers to spend more time at the store because shopping time (excluding the time spent waiting in a line) is directly related to total spending.

paco underhill

to convert shopping from a passive activity into a more interactive one, by better engaging customers

experiential merchandising

takes a customer-centered approach and presents “solutions” rather than “products.”

solutions selling

Chap 1

Jake Matthew · 10問 · 1年前

Chap 1