Nguồn ngoài

Retail Management

The course was developed to align with the Western Association of Food Chains (WAFC) learning outcomes for their Retail Management Certificate. It is intended to be a capstone course and covers various aspects of retail management and store operations including merchandising, operations, layout, store organization, site location, and customer service.

Marketing Business

Tác giả: Lumen Learning
Nhà xuất bản: LibreTexts
Nguồn: LibreTexts
Giấy phép: CC BY
Ngôn ngữ: EN
Danh mục: Marketing

Đọc trực tuyến Tải PDF (nguồn mở)

Mục lục· 316 mục

01: Introduction to Retailing
1.01: Why It Matters- Introduction to Retailing
1.02: Introduction to Retailing
1.03: Retailing
1.04: Supply Chains
1.05: Challenges in Retailing
1.06: Introduction to the Evolution of Retail
1.07: Historical Changes in Retail
1.08: Information Systems in Retail
1.09: Adaptation in Retail
1.10: Introduction to Careers in Retail
1.11: Key Roles in a Retail Business
1.12: Why Working Retail Is Tough
1.13: Retail Management Requirements
1.14: Skills of a Retail Manager
1.15: Introduction to Strategic Planning in Retail Management
1.16: Microenvironment vs. Macroenvironment
1.17: Strategic Planning in Retail
1.18: The Retail Mix
1.19: The Retailing Concept
1.20: Putting It Together- Introduction to Retailing
1.21: Discussion- Introduction to Retailing
02: Retail Environment Analysis
2.01: Assortment Levels and Types of Retailers
2.02: Adapting to the Current Landscape
2.03: Types of Service Retailers
2.04: Introduction to Store-Based Strategy Mixes
2.05: Wheel of Retailing
2.06: Scrambled Merchandising
2.07: Evolving Through Mergers Diversification and Downsizing
2.08: Introduction to Competitive Analysis
2.09: Obtaining Information on Competition
2.10: NAICS Codes and Direct Competitors
2.11: Why It Matters- Retail Environmental Analysis
2.12: Putting It Together- Retail Environment Analysis
2.13: Assignment- Retail Environment Analysis
2.14: Introduction to Retailer Classification
2.15: Structural Organization of Retailers
2.16: Advantages and Disadvantages of Retailer Types
2.17: Introduction to Food Retailers
2.18: Changes in Food Retailing
2.19: Variety and Assortment of Goods in Food Retail
2.20: Current Trends in Food Retail
2.21: Introduction to Service and Merchandise Retailers
03: Multi-Channel Retailing
3.01: Role of the Web to Retailers
3.02: Advantages and Disadvantages of Electronic Retailing
3.03: Mobile Apps and Customer Interaction
3.04: Introduction to Challenges of Multichannel Retailers
3.05: Multi-channel Factors to Consider
3.06: Customer Impressions and the Seamless Experience
3.07: Data to Support the Multichannel Shopping Experience
3.08: Putting It Together- Multi-Channel Retailing
3.09: Discussion- Multi-Channel Retailing
3.10: Why It Matters- Multi-Channel Retailing
3.11: Introduction to Single Channel Multi-Channel and Omni-Channel Retailing
3.12: Describing Retailers and Channels
3.13: Single Channel Multi-Channel and Omni-Channel Retailing
3.14: Key Differences Between Single Channel Multi-Channel and Omni-Channel Retailing
3.15: Introduction to Non-Store Retail Channels
3.16: Retailers and Non-store Channel Types
3.17: Comparison of Store Catalog and Internet Channels
3.18: Introduction to Electronic Retailing
04: Identifying and Understanding Customer Behavior
4.01: Habitual Decision-Making
4.02: Introduction to Understanding Customers
4.03: Target Markets
4.04: Meeting the Needs of Specific Groups
4.05: Introduction to Describing Customers
4.06: Demographic Measurements
4.07: Consumer Lifestyle Factors
4.08: Motivation Attitude and Buying Choices
4.09: Introduction to Target Market Planning
4.10: Brand Community
4.11: Why It Matters- Identifying and Understanding Customer Behavior
4.12: Differentiated Mass and Concentrated Marketing Strategies
4.13: Predicting a Retail Strategy Mix
4.14: Putting It Together- Identifying and Understanding Customer Behavior
4.15: Introduction to the Customer Decision-Making Process
4.16: Steps of the Buying Process
4.17: Conflicting Needs of Customers
4.18: Information Used in Buying Decisions
4.19: Multi-attribute Model
4.20: Introduction to Models of the Buying Process
4.21: Increasing Sales with Extended Problem Solving
4.22: Increasing Sales with Limited Problem Solving
05: Strategic Retail Planning and Management
5.01: Key Variables in Planning
5.02: Tactical Decisions
5.03: Retail Audits
5.04: Introduction to Strategic Planning Opportunities
5.05: The Feedback Process
5.06: Building a Competitive Advantage
5.07: Retail Growth Opportunities
5.08: Putting It Together- Strategic Retail Planning and Management
5.09: Assignment- Customer Behavior and Strategic Planning
5.10: Why It Matters- Strategic Retail Planning and Management
5.11: Introduction to Strategic Planning in Retail
5.12: Steps of Retail Strategy Planning
5.13: Visions and Missions
5.14: Decisions and Strategy
5.15: Introduction to Creating a Strategic Plan
5.16: Situation Analysis
5.17: Short and Long-Run Objectives
5.18: Target Market Techniques
06: Trade-Area Analysis and Site Selection
6.01: Introduction to Available Retail Locations
6.02: Comparing Location Benefits
6.03: Introduction to Site Selection Decisions
6.04: Evaluating Site Characteristics
6.05: Influence of Societal Views
6.06: Huff Gravity Model
6.07: Common Lease Types
6.08: Putting It Together- Trade-Area Analysis and Site Selection
6.09: Discussion- Trade-Area Analysis and Site Selection
6.10: Why It Matters- Trade-Area Analysis and Site Selection
6.11: Introduction to Selecting a Store Location
6.12: Environmental Analysis
6.13: Data Analysis for Location Selection
6.14: Location Effects on Planning
6.15: Introduction to Retail Trading Area
6.16: U.S. Census Bureau and Demographic Data
6.17: GIS and Location Decisions
6.18: Factors in Analyzing Trading Area
07: Information Systems in Retail and CRM Software
7.01: Sales and Information Systems
7.02: Supplier and Retailer Coordination
7.03: Introduction to Shopping Data Collection
7.04: CRM
7.05: Customer Database
7.06: Collecting Identifying Information
7.07: Privacy Issues
7.08: Introduction to Analyzing the Customer Database
7.09: Identifying Best Customers
7.10: Goals of Data Analysis
7.11: Why It Matters- Information Systems in Retail and CRM Software
7.12: Frequent-Shopper and Rewards Programs
7.13: Customer Retention Techniques
7.14: Putting It Together- Information Systems in Retail and CRM Software
7.15: Assignment- Information Systems in Retail and CRM Software
7.16: Introduction to Centralized Data Hubs
7.17: Methods to Gather Information
7.18: Retail Information Systems
7.19: Data Warehousing and Data Mining
7.20: UPC RFID and QR Codes
7.21: Introduction to Supply Chain Management
7.22: Supply Chains
7.23: Flow of Goods
08: Retail Human Resources
8.01: Introduction to Attracting the Best Employees
8.02: Recruiting Talent
8.03: Developing Star Employees
8.04: Motivating Employees
8.05: Diverse and Inclusive Workforce
8.06: Introduction to Legal Issues in Human Resource Management
8.07: Laws versus Ethics
8.08: Equal Employment Opportunity Law
8.09: Employee Health and Safety Laws
8.10: Sexual Harassment Laws
8.11: Why It Matters- Retail Human Resources
8.12: Web Retailing Laws
8.13: Putting It Together- Retail Human Resources
8.14: Discussion- Retail Human Resources
8.15: Introduction to Organizational Patterns of a Retail Business
8.16: Organizational Structure and Employee Tasks
8.17: Retailer Structures
8.18: Divisions of a Retail Business
8.19: Introduction to Human Resource Management
8.20: Performance Measures
8.21: Steps of Human Resource Management
8.22: Challenges in Human Resource Management
09: Financial Strategies in Retail
9.01: Introduction to Balance Sheets
9.02: Assets and Liabilities
9.03: Asset Turnover Rate
9.04: Return on Assets
9.05: Key Ratios
9.06: Introduction to Budgeting and Cash Flow
9.07: Budget Preparation
9.08: Zero-Based vs. Incremental Budgeting
9.09: Ongoing Budgeting Process
9.10: Seasonality and Cash Flow
9.11: Why It Matters- Financial Strategies in Retail
9.12: Putting It Together- Financial Strategies in Retail
9.13: Assignment- Financial Strategies in Retail
9.14: Introduction to Financial Plans
9.15: Financial Goals
9.16: Profit-and-Loss Statements
9.17: Performance Objectives and Measurements
9.18: Introduction to Income Statements
9.19: Sales Costs and Expenses
9.20: Gross Margin Percentage
9.21: Net Profit Margin
10: Retail Operations- Managing the Store
10.01: Introduction to Operating Functions
10.02: Employee Scheduling
10.03: Store Maintenance
10.04: Reducing Inventory Shrinkage
10.05: Putting It Together- Retail Operations and Managing the Store
10.06: Discussion- Retail Operations- Managing the Store
10.07: Why It Matters- Retail Operations and Managing the Store
10.08: Introduction to Finding Personnel
10.09: Screening Prospective Employees
10.10: Interviewing Prospective Employees
10.11: Training New Employees
10.12: Introduction to Retaining Personnel
10.13: Employees Evaluations and Feedback
10.14: Rewards and Compensation Plans
10.15: Strong Leader Qualities
11: Merchandise Management
11.01: Merchandise Flow
11.02: Merchandise Allocations
11.03: Merchandising Decisions
11.04: Introduction to Buying Merchandise
11.05: Brand Selection
11.06: Sourcing Decisions
11.07: Negotiations
11.08: Building Partner Relationships
11.09: Ethical and Social Responsibilities
11.10: Putting It Together- Merchandise Management
11.11: Why It Matters- Merchandise Management
11.12: Assignment- Merchandise Management
11.13: Introduction to Merchandise Planning and Management
11.14: Merchandise Management
11.15: Retail Buying Organizations
11.16: Merchandise Buying Systems
11.17: Introduction to the Merchandise Planning Process
11.18: Forecasting Sales Numbers
11.19: Merchandise Assortment Options
11.20: Inventory Levels
12: Retail Pricing and Sales Strategies
12.01: Price Elasticity Calculations
12.02: Introduction to Product Pricing Methods
12.03: Cost-Oriented Pricing Equations
12.04: Break-Even Point
12.05: Competition-Oriented Pricing
12.06: Demand-Oriented Pricing
12.07: Introduction to Price Adjustment Techniques
12.08: Markdown Optimization Software
12.09: Reducing Product Markdowns
12.10: Liquidating Markdown Merchandise
12.11: Why It Matters- Retail Pricing and Sales Strategies
12.12: Introduction to Pricing Techniques
12.13: Price Discrimination
12.14: Loss Leader
12.15: Price Lining
12.16: History of Odd Pricing
12.17: Putting It Together- Retail Pricing and Sales Strategies
12.18: Assignment- Retail Pricing
12.19: Introduction to Pricing in Retail
12.20: Defining Value
12.21: Retail Pricing Strategies
12.22: Pricing and the Retail Mix
12.23: Introduction to Pricing Objectives
12.24: External Factors and Retail Pricing
12.25: Pricing Strategies
12.26: Price Elasticity
13: Retail Image- Layout and Visual Merchandising
13.01: Introduction to Rewarding Shopping Experiences
13.02: Store Exterior
13.03: Presentation Techniques
13.04: Store Interior Design
13.05: Introduction to Atmosphere in Web Retailing
13.06: Characteristics of Retailing Websites
13.07: Online Store Design
13.08: User Experience
13.09: Pros and Cons of an Online Store
13.10: Putting It Together- Retail Image- Layout and Visual Merchandising
13.11: Why It Matters- Retail Image- Layout and Visual Merchandising
13.12: Assignment- Retail Image
13.13: Introduction to Store Design
13.14: Design and the Shopping Experience
13.15: Design and Sales
13.16: Design and Costs
13.17: Introduction to Store Layout
13.18: Customer Shopping Behaviors
13.19: Store Layout Designs
13.20: Product Layout
14: Integrated Marketing Communications and Promotions
14.01: Introduction to the Integrated Marketing Communications Mix
14.02: Advertising in Retail
14.03: Sales Promotions in Retail
14.04: Direct Marketing in Retail
14.05: Online Media and Retail
14.06: Social Media and Retail
14.07: Other Media Elements
14.08: Putting It Together- Integrated Marketing Communications and Promotions
14.09: Discussion- Integrated Marketing Communications and Promotions
14.10: Why It Matters- Integrated Marketing Communications and Promotions
14.11: Introduction to Integrated Marketing Communications and Promotions
14.12: Customer Communication
14.13: Integrated Marketing Communications
14.14: Media Elements
14.15: Budget Calculations
14.16: Introduction to Communication Programs
14.17: Brand Equity
14.18: Marketing Communication Program (SMART)
15: Customer Service Strategies
15.01: Why It Matters- Customer Service Strategies
15.02: Introduction to Customer Service Strategies
15.03: Customer Service
15.04: Customer Profiles
15.05: Offered Services
15.06: Personalized vs. Standardized Service
15.07: Introduction to the Customer Evaluation Process
15.08: Perception vs. Expectation
15.09: Service Quality Perceptions
15.10: Customer Expectations
15.11: Introduction to the Gap Model of Service Quality
15.12: Gap 1- Customer Expectation vs. Management Perception
15.13: Gap 2- Management Perception vs. Quality Specifications
15.14: Gap 3- Quality Specifications vs. Service Delivery
15.15: Gap 4- Service Delivery vs. External Communications
15.16: Gap 5- Actual Performance vs. Perceived Service Gap
15.17: Putting It Together- Customer Service Strategies
15.18: Discussion- Customer Service Strategies