chap 2

45問 • 1年前

問題一覧

from the perspective of manufacturer, ___ is embodied by a series of activities and processes

value

that provides a certain value for the consumer. It is the totality of the tangible and intangible product and customer service attributes offered to shopper

value chain

From the customer’s perspective, ___ is the perception a shopper has of a value chain.

value

represents the total bundle of benefits offered to consumers through a channel of distribution. It comprises shopping location and parking, retailer ambience, the level of customer service, the products/brands carried, product quality, the retailer’s in-stock position, shipping, prices, the retailer’s image, and other elements.

retail value chain

There are three aspects of a value-oriented retail strategy:

expected, augmented, potential

represents the minimum value chain elements a given customer segment (e.g., young women) expects from a type of retailer (e.g., a mid-priced apparel retailer).

expected retail strategy

includes the extra elements in a value chain that differentiate one retailer from another

augmented retail strategy

comprises value chain elements not yet perfected by a competing firm in the retailer’s category.

potential retail strategy

There are five potential pitfalls to avoid in planning a value-oriented retail strategy:

- Planning value with just a price perspective - Providing value-enhancing services that customers do not want or will not pay extra for. - Competing in the wrong value/price segment - Believing augmented elements alone create value - Paying lip service to customer service

___ customers are the backbone of a business.

loyal

Loyalty has two unique dimensions

attitudinal and behavioral

will have a higher tendency to spread positive word-of-mouth recommendations to friends and family on social media, have a higher commit- ment to the retailer, and not be reluctant to pay more for products at a particular retailer.

attitudinally loyal

Customers who are ____ will have a higher tendency to continue purchasing from a particular retailer

behaviorally loyal

Retailers must regularly analyze their ____ in terms of popula- tion and lifestyle trends, attitudes toward and reasons for shopping, the level of loyalty, and the mix of new versus loyal customers.

customer base

In relationship retailing, there are four factors to keep in mind:

the customer base customer service customer satisfaction loyalty programs and defection rates

refers to the identifiable, but sometimes intangible, activities undertaken by a retailer in conjunction with the goods and ser- vices it sells.

customer service

retailers must apply two elements of customer service:

expected and augmented customer service

is the service level that customers want to receive from any retailer, such as basic employee courtesy

expected customer service

includes the activities that enhance the shopping experience and give retailers a competitive advantage.

augmented customer service

Types of services offered: 3

basic extended above and beyond

whereby a customer charges items and is billed monthly on the basis of the outstanding cumulative balance.

revolving credit account

is a form of revolving account; no interest is assessed if a person pays a bill in full when it is due. When a person makes a partial payment, he or she is assessed interest monthly on the unpaid balance.

option credit account

whereby a consumer must pay the bill in full when it is due. Partial, revolving payments are not permitted. A person with an ___ account also has a credit limit (although it may be more flexible

open credit account

For a retailer that offers delivery, there are three decisions:

the transportation method equipment ownership versus rental timing

occurs when the value and customer service provided through a retailing experience meet or exceed consumer expectations.

customer satisfaction

Retail satisfaction consists of three categories:

shopping systems satisfaction, buying systems satisfaction, consumer satisfaction

which includes availability and types of outlets

shopping systems satisfaction

which includes selection and actual purchasing of products;

buying systems satisfaction

which is derived from the use of the product

consumer satisfaction

reward a retailer’s best customers, those with whom it wants long-lasting relationships

customer loyalty (frequent shoppers) programs

From the shopper’s perspective, there are five types of reward categories:

economic rewards, hedonistic rewards, social-relational rewards, informational rewards, functional rewards

include price reductions and purchase vouchers. These rewards attract price-sensitive customers and induce them to buy more.

economic rewards

include things such as points that can be exchanged for spa services or participation in games or sweepstakes. These rewards have more emotional value and will attract people who shop for pleasure.

hedonistic rewards

include things such as mailings about special events or the right to use special waiting areas at airports. Consumers who want to be identified with a privileged group will value these kinds of rewards.

social-relational rewards

include things such as personalized beauty advice or information on new goods or services. These rewards will attract consumers who like to stick with one brand or store.

informational rewards

include things such as access to priority checkout counters or home delivery. Consumers who want to reduce the time they spend shopping will value these most.

functional rewards

which comprises all the parties that develop, produce, deliver, and sell and service particular goods and services.

value delivery system

focuses on the sale of tangible (physical) products

goods retailing

involves transactions in which consumers do not purchase or acquire ownership of tangible products

service retailing

There are three basic kinds of service retailing:

rented goods services owned goods services nongoods services

whereby consumers lease and use goods for specified periods of time. Tangible goods are leased for a fixed time, but ownership is not obtained and the goods must be returned when the rental period is up

rented-goods services

whereby goods owned by consumers are repaired, improved, or maintained. In this grouping, the retailer providing the service never owns the good involved.

owned-goods services

whereby intangible personal services are offered to consumers who then experience the services rather than possess them

nongoods services

Four unique aspects of service retailing impact relationship building and customer retention:

intangibility inseperability perishability variability

involves both the use of automatic teller machines (ATMs) and the instant processing of retail purchases.

electronic banking

Chap 1

Jake Matthew · 10問 · 1年前

Chap 1