工商管理专业英语u.ppt

Unit 12 Retailer Marketing Decisions 作者：南开大学商学院 李桂华 Business School of Nankai University Glossary assortment: n. A collection of various kinds; a variety.多种多样 differentiation: n. Discrimination in taste or choice; distinction.区别, 差 异 rethink: v. To reconsider (something) or to involve oneself in reconsideration.重新考虑（某些事物）或进行反思。 upscale: adj. Of, intended for, or relating to high-income consumers:高 消费的，高级的高消费阶层的，为高消费阶层服务的。 mid-scale: adj. Of, intended for, or relating to mid-income consumers: 中等消费的，中等的中等消费阶层的，为中等消费阶层服务的。 downscale: adj. Of, intended for, or relating to low-income consumers:低消费的，低等的低消费阶层的，为低消费阶层服务的。 fixture: n. Something attached as a permanent appendage, apparatus, or appliance: 固定装置作为固定的附属物、器具或用具而附上去的东西 small lunch counter: 速食餐厅的长柜台, 便餐馆 Business School of Nankai University Glossary delicatessen: n. A shop that sells cooked or prepared foods ready for serving. 熟食店,出售已煮好或已准备好可以上桌的食 物的商店 cafeteria: n. A restaurant in which the customers are served at a counter and carry their meals on trays to tables. 自助餐厅，顾 客们自己在柜台处将食物装在盘子里端到桌子上的一种饭馆. blockbuster: n. Something, such as a film or book, that sustains widespread popularity and achieves enormous sales.流 行佳作一些受到广泛普及和销售量巨大的事物 overstock: n. An excessive supply.过多的存货 closeout: n. A sale in which all remaining stock is disposed of, usually at greatly reduced prices.大拍卖，清理存货所有存货通 常都以大幅降价处理的方式售出, 出清存货 gadget: n. Something to play with; a toy. 玩具供玩耍的东西；玩 具;小玩意儿 arsenal: n. A store or supply: 储存，供应： Business School of Nankai University Glossary clutter: v. To litter or pile in a disordered manner:乱糟糟地堆满杂乱地布满或堆 集： plush: adj. Luxurious.豪华的 somber: adj. Dull or dark in color.暗的颜色暗淡的或黑暗的 nightclub: n. An establishment that stays open late at night and provides food, drink, entertainment, and music for dancing.夜总会一直开到深夜的娱乐场所，提 供食物、酒、节目演出和供跳舞的音乐 flashy: adj. Cheap and showy; gaudy. 俗艳的低劣的或华而不实的；庸俗而华丽 的 Banana Republic: n. A small country that is economically dependent on a single crop, such as bananas, or a single product, such as tin. It is often governed by a dictator or officers of the armed forces:香蕉国经济仅依靠单一农 作物（如香蕉）或单一工业产品（如锡）的一类小国家。经常被一个独裁者或军 事武装首领所控制： markup: n. A raise in the price of an item for sale.涨价; 某种出售物价格的上涨 storewide: adj. Involving, applying to, or occurring throughout a whole store:全 店范围的包括、适于或发生在整个商店内的： markdown: n. A reduction in price.削价 Business School of Nankai University Key Terms and Concepts Key Terms and Concepts Target market (目标市场) Target market is a set of buyers sharing common needs or characteristics the company decides to serve. Market positioning （市场定位）Market positioning refers to arrangement for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. Private brand (or middleman brand 中间商品牌) Private brand is a brand that is created and owned by a retailer of a product or service. Business School of Nankai University Text Retailers are searching for new marketing strategies to attract and hold customers. In the past, retailers attracted customers with unique products, more or better services than their competitors offered, or credit cards. Today, national brand manufacturers, in their drive for volume, have placed their branded goods everywhere. Thus, stores offer more similar assortmentsnational brands are found not only in department stores, but also in mass-merchandise and off-price discount stores. As a result, stores are looking more and more alike; they have become “commoditized”. In any city, a shopper can find many stores, but few assortments. Business School of Nankai University Text Service differentiation among retailers has also eroded. Many department stores have trimmed their services, whereas discounters have increased theirs, Customers have become smarter and more price sensitive. They see no reason to pay more for identical bands, especially when service differences are shrinking. And because bank credit cards are now accepted at most stores, consumers no longer need credit from a particular store. For all these reasons, many retailers today are rethinking their marketing strategies. Business School of Nankai University Text As shown in the following figure, retailers face major marketing decisions about their target markets and positioning, product assortment and services, price, promotion, and place. Retailer strategy Target market Retail store positioning Retailer Marketing mix Product and service Assortment Price Promotion Place(location) Business School of Nankai University Text Target Market and Positioning Decision Retailers first must define their target markets and then decide how they will position themselves in these markets. Should the store focus on upscale, mid-scale, or downscale shoppers? Do target shoppers want variety, depth of assortment, convenience, or low prices? Until they define and profile their markets, retailers cannot make consistent decisions about product assortment, services, pricing, advertising, store decor, or any of the other decisions that must support their positions. Business School of Nankai University Text Too many retailers fail to define their target markets and positions clearly. They try to have “something for everyone” and end up satisfying no market well. In contrast, successful retailers define their target markets well and position themselves strongly. For example, in 1963, Leslie H. Wexner borrowed $5.000 to create The Limited, which started as a single store targeted to young, fashion-conscious women. All aspects of the storeclothing assortment, fixtures, music, colors, personnelwere orchestrated to match the target consumer. He continued to open more stores, but a decade later his original customers were no longer in the “young” group. To catch the new “youngs,” he started the Limited Express. Over the years, he started or acquired other highly targeted store chains, including Lane Bryant, Victorias Secret, Lerner, and others to reach new segments. Today The Limited, Inc. operates more then 4,000 stores in seven different segments of the market, with sales of more then $6.9 billion. Business School of Nankai University Text Even large stores such as Wal-Mart, Kmart, and Sears must define their major target markets in order to design effective marketing strategies. In fact, in recent years, thanks to strong targeting and positioning, Wal-Mart has exploded past Sears and Kmart to become the nations largest retailer. Business School of Nankai University Text Product Assortment and Services Decision Retailers must decide on three major product variables: product assortment, services mix, and store atmosphere. The retailers product assortment must match target shoppers expectations. The retailer must determine both the product assortments width and its depth. Thus, a restaurant can offer a narrow and shallow assortment (small lunch counter), a narrow and deep assortment (delicatessen), a wide and shallow assortment (cafeteria), or a wide and deep assortment (large restaurant). Another product assortment element is the quality of the goods: The customer is interested not only in the range of choice but also in the quality of the products available. Business School of Nankai University Text No matter what the stores product assortment and quality level, there always will be competitors with similar assortments and quality. Therefore, the retailer must search for other ways to differentiate itself from similar competitors. It can use any of several product-differentiation strategies. For one, it can offer merchandise that no other competitor carriesits own private brands or national brands on which it holds exclusives. For example, The Limited designs most of the clothes carried by its store, and Sake gets exclusive rights to carry a well-known designers labels. Second, the retailer can feature blockbuster merchandising eventsBloomingdales is known for running spectacular shows featuring goods from a certain country, such as India or China. Or the retailer can offer surprise merchandise, as when Loehmanns offers surprise assortments of seconds, overstocks, and closeouts. Finally, the retailer can differentiate itself by offering a highly targeted product assortmentLane Bryant carries goods for larger women; Brookstone offers an unusual assortment of gadgets in what amounts to an adult toy store. Business School of Nankai University Text Retailers also must decide on a services mix to offer customers. The old “mom and pop” grocery stores offered home delivery, credit, and conversationservices that todays supermarkets ignore. The services mix is one of the key tools of nonprice competition for setting one store apart from another. The stores atmosphere is another element in its product arsenal. Every store has a physical layout that makes moving around in it either hard or easy. Every store has a “feel”; one store is cluttered, another charming, a third plush, a fourth somber. The store must have a planned atmosphere that suits the target market and moves customers to buy. A bank should be quiet, solid, and peaceful; a nightclub should be flashy, loud, and vibrating. Increasingly, retailers are working to create shopping environments that match their target markets. Chains such as the Sharper Image and Banana Republic are turning their stores into theaters that transport customers into unusual, exciting shopping environments. Even conservative Sears divides the clothing areas within each store into six distinct “shops,” each with its own selling environment designed to meet the tastes of individual segments. Business School of Nankai University Text Price Decision A retailers price policy is a crucial positioning factor and must be decided in relation to its target market, its product and service assortment, and its competition. All retailers would like to charge high markups and achieve high volume, but the two seldom go together. Most retailers seek either high markups on lower volume (most specialty stores) or low markups on higher volume (mass merchandisers and discount stores). Thus, Bijans on Rodeo Drive in Beverly Hills prices mens suits starting at $400it sells a low volume but makes a hefty profit on each sale. At the other extreme, T.J. Maxx sells brand name clothing at discount prices, settling for a lower margin on each sale but selling at a much higher volume. Business School of Nankai University Text Retailers also must pay attention to pricing tactics. Most retailers will put low prices on some items to serve as “traffic builders” or “loss leaders.” On some occasions, they run storewide sales. On others, they plan markdowns on slower-moving merchandise. For example, shoe retailers may expect to sell 50 percent of their shoes at the normal markup, 25 percent at a 40 percent markup, and the remaining 25 percent at cost. Business School of Nankai University Text Retailers also must pay attention to pricing tactics. Most retailers will put low prices on some items to serve as “traffic builders” or “loss leaders.” On some occasions, they run storewide sales. On others, they plan markdowns on slower-moving merchandise. For example, shoe retailers may expect to sell 50 percent of their shoes at the normal markup, 25 percent at a 40 percent markup, and the remaining 25 percent at cost. Business School of Nankai University Text Promotion Decision Retailers use the normal promotion toolsadve