Up against the retail giants : targeting weakness, gaining an edge

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Title:

Personal Author:

Samli, A. Coskun

Publication Information:

Mason, OH : Thomson, 2004

ISBN:

9780324233087

Subject Term:

Stores, Retail -- Management

Marketing -- Management

Small business -- Management

Retail trade -- Management

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010141254	HF5429 S25 2004	Open Access Book	Book	Searching... Unknown

Focusing on the specific requirements of small and medium retailers, this resourceful guide is packed with practical insight and covers the gamut of retail issues, emphasising relationship management, customer service, in-store merchandise analysis, and special promotion opportunities for smaller retailers.

Author Notes

A. Coskin "Jack" Samli is a research professor of marketing and international business at The University of North Florida.

Reviews 1

Choice Review

Small business expert Samli (Univ. of North Florida) explains how small businesses can successfully compete against the large national discounters and chains such as Wal-Mart and Home Depot. In this clearly written book, he offers small businesses specific advice on a broad range of key topics: acquiring return customers by understanding consumer culture, shopping behavior, and motives; adapting to competition in the changing retail environment; selecting an optimal location for a business; evaluating the market and sales potential; estimating capital needs; creating, developing, and managing an image appropriate to the customer; planning and setting challenging but achievable goals; developing the appropriate mix of products and services; rapidly responding to specific customer demands; marketing products and communicating with customers; pricing products and services; managing inventories to make sure products and services are available when needed; managing human resources, selecting, developing, and rewarding people; and evaluating business performance. Exhibits in each chapter illustrate the concepts discussed, and references to the business literature are provided at the end of each chapter. Both new and experienced entrepreneurs will find this book helpful. ^BSumming Up: Recommended. Undergraduate and practitioner collections. D. W. Huffmire emeritus, University of Connecticut

Dedication
Preface	p. ix
Acknowledgement	p. x
Introduction	p. xvii
Chapter 1 Retail Marketing Strategy Development	p. 1
The Theory of Differential Congruence	p. 1
The Legacy of Two Stores	p. 1
Establishing Retailing Goals	p. 2
Managing The Retail Marketing Mixes	p. 3
Synergism Among The Mixes	p. 6
Image Management Is The Key	p. 6
Summary	p. 9
References	p. 9
Chapter 2 Fitting Into Multi-Layered Retail Competition	p. 11
Level 1 p. 11
Level 2 p. 15
Imitation	p. 15
Deviation	p. 15
Complementation	p. 16
Innovation	p. 16
Level 3 p. 17
Level 4 p. 18
The Town	p. 19
The Shopping Complex	p. 19
Specific Site of Our Store	p. 20
Level 5 p. 20
Summary	p. 22
References	p. 23
Chapter 3 Major Trends in the Retailing Sector	p. 25
What Is Important In Retailing Nationally	p. 25
Organizational Trends	p. 28
Recent Consumer Trends	p. 29
Development of Cyberspace	p. 39
Changing Lifestyles	p. 30
Consumer Demographics	p. 30
Increasing Retail Competition	p. 30
More E-tailing	p. 31
International Retailing	p. 31
Critical Economic Trends	p. 31
Business Cycles	p. 31
Changing Consumer Profiles	p. 32
Political Environment	p. 32
The "E" Revolution	p. 33
Summary	p. 34
References	p. 35
Chapter 4 The Retail Evolution	p. 37
Retail Evolution	p. 37
Outshopping	p. 38
A Model of Intermarket Shopping	p. 39
From Downtown To Shopping Centers	p. 41
Population Dispersion	p. 42
Uncoordinated Marketing	p. 42
Emerging Shopping Centers	p. 42
Decreasing Accessibility	p. 43
Inertia	p. 43
From Malls To Local Clusters	p. 44
From Bricks to Clicks	p. 44
Enter The International Dimension	p. 45
Following the Population Dispersion	p. 45
Location, Location, Location	p. 48
Summary	p. 48
Chapter 5 Capitalizing on Market Potentials	p. 49
Geographic Dimensions And Market Potentials	p. 49
Delimiting The Trading Area	p. 53
Singling Out The Site	p. 57
Traffic and History	p. 58
Accessibility	p. 59
Legal Aspects	p. 59
Assessing Market Potential	p. 60
Estimating Sales Potential for the Proposed Store	p. 61
Capital Needs Estimation	p. 62
Summary	p. 64
References	p. 64
Chapter 6 Consumer Behavior and Retail Strategy	p. 65
A Consumer Behavior Model Is The Essence	p. 65
Culture, Personality And Shopping Behavior	p. 67
Contrasts In In-Store Behavior	p. 70
Shopping Motives And Retail Practices	p. 71
Grouping Shoppers	p. 73
The Purchase Process	p. 75
Postpurchase Activities	p. 77
Implications For Segmentation	p. 78
Retail Segmentation Process	p. 80
Summary	p. 80
References	p. 81
Chapter 7 Strategy Alternatives	p. 83
The Thinking Of The Retail Strategist	p. 83
Types of Strategies	p. 85
General Merchandizer	p. 85
Differentiator	p. 85
Segmenter	p. 86
Positioner	p. 86
Nicher	p. 86
Category Killers	p. 87
Guerilla Fighter	p. 87
Strategy Implementation	p. 88
Retail Mix Combination	p. 88
Strategic Business Units vs. Profit Centers	p. 91
Store-Product Combinations	p. 92
Performance Evaluation	p. 95
Summary	p. 95
References	p. 96
Chapter 8 Developing, Measuring, and Managing Store Image	p. 97
Every Store Has An Image	p. 98
Dimensions Of Store Image	p. 99
Image Measurement	p. 99
Unstructured Techniques	p. 100
Structured Techniques	p. 102
Managing The Image	p. 104
Evaluating the Current Store Image	p. 104
Establish A Reference Point	p. 106
Determine the Changes to be Made	p. 106
Implement and Evaluate	p. 106
Relate Image Changes to the Performance	p. 107
Differential Congruence Revisited	p. 107
Discrepancy Between Management nt And Customer Perception	p. 108
An Illustration	p. 110
All Must End Up In Store Loyalty	p. 111
Summary	p. 112
References	p. 112
Chapter 9 People Are Our Strength	p. 113
Expectations of Retail Employees	p. 114
Human Resource Management	p. 114
Search Process	p. 115
Training	p. 117
Development	p. 118
Loyalty and Trust	p. 118
Putting A System Together	p. 119
Employee Relations	p. 119
Performance Evaluation	p. 119
Reward System	p. 120
Motivation	p. 120
Connecting People And Service	p. 121
Managing Quality In Retailing	p. 121
Summary	p. 122
References	p. 122
Chapter 10 We Must Communicate With Our Market	p. 123
Importance Of Retail Communication	p. 123
Managing The Promotional Activity	p. 125
Establish Promotion Objectives	p. 126
Develop the Communication Mix	p. 126
Prioritize the Mix's Components	p. 129
Budget for the Mix	p. 130
Review, Revise, Finalize	p. 130
Implement According to the Plan	p. 130
Monitor, Control	p. 131
Enhancing The Success Of Our Communication	p. 131
Special Points About Small Retail Communications	p. 133
Generating Free Ink	p. 133
Joint Promotion	p. 133
Gift With Purchases	p. 134
General Ambience	p. 134
Summary	p. 135
References	p. 136
Chapter 11 Developing A Merchandise Mix	p. 137
Providing The Customer With A Highly Desirable Merchdise Mix	p. 137
Changing Consumer Needs And Retail Merchandise Mix	p. 139
We Must Plan Our Merchandise Mix	p. 140
Category Management	p. 140
Merchandise Control Units	p. 142
Planning Reductions	p. 146
Planning Purchases	p. 146
Merchandise Mix Needs To Be Controlled	p. 147
Store Image Versus Product Image	p. 147
Profit Centers versus Strategic Business Units	p. 148
The Role Of Brand	p. 150
Buying The Merchandise	p. 150
The Service Component	p. 152
Summary	p. 153
References	p. 153
Chapter 12 Pricing is A Powerful Tool	p. 155
Pricing Objectives	p. 156
Pricing Goals	p. 157
Pricing Strategies Vis-a-vis Market Prices	p. 159
Connecting Goals And Strategies	p. 162
Remedial Pricing	p. 162
Special Sales As A Strategic Tool	p. 163
Summary	p. 163
Chapter 13 Being A Part of A Supply Chain	p. 165
Out-Of-Store Logistics	p. 165
In-Store Logistics	p. 167
Merchandise Planning	p. 169
Summary	p. 172
References	p. 172
Chapter 14 Controlling the Store Performance	p. 173
Retailers As A Learning Organization	p. 173
Retail Marketing Audits	p. 175
Internal Retail Audits	p. 175
External Audits	p. 177
Other Control Acitivity	p. 179
Continuous Control Activity	p. 180
Summary	p. 181
References	p. 181
Postscript	p. 183
Index	p. 187
A Brief Resume	p. 193

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