Chapter_8_零售学.ppt

1、Chapter 8,Buying Merchandise,14-2,Merchandise Branding Strategies,Manufacturer (National) Brands Designed, produced, and marketed by a vendor and sold by many retailers Private-Label (Store) Brands Developed by retailer and only sold in retailers outlets,The McGraw-Hill Companies, Inc./Jill Braaten,

2、 photographer,14-3,Spectrum of National vs. Private Label,The Gap Limited Marks & Spencer IKEA,Wal-Mart Home Depot,% StoreBrands,National Brands,Macys Target,14-4,Private Labels,Advantages Unique merchandise not available at competitive outlets Difficult for customers to compare price with competito

3、rs Higher margins,Disadvantages Need to develop expertise in developing and promoting brand Unable to sell excess merchandise Typically less desirable for customers,14-5,Manufacturer (National) Labels,Advantages More desired by customers Resell excessive merchandise Dont need skills and people to de

4、velop and promote merchandise,Disadvantages Lower margins Vulnerable to competitive pressures Limit retailers flexibility,14-6,Relative Advantages of Manufacturer versus Private Brands,14-7,Buying from Vendors of National Brands,Helps retailers build their image Helps build traffic flow Reduces sell

5、ing and promotional expenses,The McGraw-Hill Companies, Inc./Lars Niki, photographer,14-8,Going to Market for National Brands,Wholesale Market Centers National Markets (new York), Regional Markets (Atlanta, Miami) Trade Shows Frankfurt Book Fair, Las Vegas Consumer Electronics, Atlanta Sporting Good

6、s Internet Exchanges Worldwide Retail Exchange Meeting Vendors at Your Company,14-9,What do Buyers do at Market?,Meet with vendors Discuss performance of vendors merchandise during the previous season Review the vendors offering for the coming season May place orders for the coming season Sometimes

7、they do not buy at market, but review merchandise, return to their offices to discuss with the buying team before negotiating with vendors,14-10,Developing and Sourcing Private-lable Merchandise,Developing PB merchandise Sourcing merchandise Global merchandise,14-11,Online Reverse Auctions,Why rever

8、se? Vendors bid for buyers business Price falls One buyer, multiple vendors,14-12,B,S,S,S,Reverse Auction,S,B,B,B,Traditional Auction,Reverse Auctions,14-13,Reverse Auction Process,Develop specification Select potential sources and invite them to auction Bidding for several hours Select supplier,14-

9、14,Price Path on Open-Bid Auction,14-15,Negotiating with Vendors,Two-way communication designed to reach an agreement when two parties have both shared and conflicting interests.,Royalty-Free/CORBIS,14-16,Planning Negotiations,Consider prior history Assess current situation General market conditions

10、 Vendors position Power of vendor Set goals Be aware of vendors goals Number of people involved Select an advantageous place Be aware of deadlines,14-17,Issues to Negotiation,Price and gross margin Additional markup opportunities Purchase terms Delivery times and exclusivity Advertising allowances T

11、ransportation,Steve Cole/Getty Images,14-18,Guidelines for Negotiations,Separate people from problem Insist on objective criteria to evaluate performance Invent options for mutual gain Let the other party do the talking Know how far to go,14-19,Negotiating Tips,Be aware of time Location - comfortabl

12、e Keep negotiating participants even Be patient Let him/her mention a figure Dont be afraid to say “no”,14-20,Negotiating Tips,Dont over negotiate Dont assume Visualize the negotiation Timing is everything Always leave the door open Maintain self-esteem,14-21,Negotiation SUMMARY,Planning is critical

13、 Knowledge is power A person will only do what is right for him/her,(c) Brand X Pictures/PunchStock,14-22,Functions Provided by Internet Exchanges,Product Directories Use of Reverse Auctions Collaboration in Planning General Information about Trends,14-23,Strategic (Partnering) Relationships,Retaile

14、r and vendor committed to maintaining relationships over the long-term and investing in mutually beneficial opportunities,PhotoLink/Getty Images,14-24,Strategic Relationships,Win Win -Concerned about expanding the pie, not how to divide the pie,vs.,Retailer,Vendor,14-25,Building Partnering Relations

15、hip,Discrete One Purchase at a Time Short-Term Focuses on Price Win-Lose Negotiations Governed by Contracts,Partnering Anticipate Future Long-Term Considers all Elements Win-Win Collaboration Governed by Trust,14-26,Building Blocks for Strategic Partnerships,Mutual Trust Open Communications Common G

16、oals Credible Commitments,Stockbyte/Punchstock Images,14-27,Stages in Building Strategic Relationships,Awareness Exploration Expansion Commitment,14-28,Legal and Ethical Issues,Contractual Disputes Resale Price Maintenance Chargebacks Commercial Bribery Slotting Allowances Buybacks Counterfeit Merch

17、andise,Gray Markets and Diverted Merchandise Exclusive Territories Exclusive Dealing,14-29,Commercial Bribery,A vendor or its agent offers to give or pay a retail buyer “something of value” to influence purchasing decisions. A fine line between the social courtesy of a free lunch and an elaborate fr

18、ee vacation. Rule of thumb - accept only limited entertainment or token gifts.,14-30,Chargebacks,A practice used by retailers in which they deduct money from the amount they owe a vendor. Two Reasons: merchandise isnt selling vendor mistakes Can be a profit center one senior executive at a large dep

19、artment store chain was told to collect $50 million on chargebacks,14-31,Slotting Allowances,Fees paid by a vendor for space in a retail store. Currently arent legal. Retailers argue that they are a reasonable method for ensuring that their valuable space is used efficiently. Manufacturers view them

20、 as extortion. $9 billion or 16% of all new product introduction costs in grocery industry.,14-32,Slotting Allowances,Harvard School of Economics Give big suppliers competitive advantage over small suppliers Drive small suppliers out of business, then raise prices Anti-competitive adverse effect of

21、social welfare Chicago School of Economics Free Market Improves market efficiency Resolve information asymmetry,14-33,Buybacks,Used to get products into retail stores. Two scenarios: Retailer allows a vendor to create space for its goods by “buying back” a competitors inventory and removing it from

22、a retailers system. Retailer forces a vendor to buyback slow-moving merchandise.,14-34,Counterfeit Merchandise,Goods made and sold without the permission of the owner of a trademark, a copyright, or a patented invention that is legally protected in the country where it is marketed. Major problem is counterfeiti