Additional Information
Book Details
Abstract
For undergraduate and postgraduate courses in Retail Marketing and Marketing Management, and HND Retail Marketing. The second edition of this highly successful text offers a unique approach that combines retail marketing theory with the newer retail concepts and international examples. Building on the first edition this text starts by looking at the nature of retailing as an activity, then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding, the application of IT and ethics. This text takes an integrated approach to explaining the process of internationalisation, and the inclusion of plenty of international examples reinforces this approach.
This book is seen as one of the few that fully integrates retailing and marketing.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Retail Marketing Management | iii | ||
| Contents | v | ||
| About the contributors | ix | ||
| Preface | xi | ||
| Acknowledgements | xii | ||
| An Introduction to Retailing as an Activity | 1 | ||
| The Retail Environment | 1 | ||
| The Growing Importance of the Retail Industry | 2 | ||
| The Study of Retailing | 6 | ||
| Retail Definition | 6 | ||
| The Dynamic Nature of Retail Change | 8 | ||
| The Structure of Retailing in the UK and Europe \r | 15 | ||
| Conclusion | 16 | ||
| Exercises | 17 | ||
| References and Further Reading | 18 | ||
| An Introduction to Retail Marketing | 20 | ||
| Retailing and Marketing | 20 | ||
| Need for a Strategic Approach | 21 | ||
| The Development of Marketing | 27 | ||
| Definitions and Concepts of Marketing | 31 | ||
| The Differences Between Marketing and Selling | 34 | ||
| Marketing Management Tasks | 35 | ||
| The Adoption of Marketing | 36 | ||
| The Marketing Environment of the Company | 37 | ||
| Alternative Business Philosophies | 39 | ||
| Marketing Orientation | 41 | ||
| Conclusion | 43 | ||
| Exercises | 44 | ||
| References and Further Reading | 45 | ||
| Consumer Behaviour and Retail Operations | 46 | ||
| Consumer Behaviour in the Retail Context | 46 | ||
| Comparison of Behaviourist and Cognitivist Approaches | 51 | ||
| The Main Theories of Consumer Behaviour | 51 | ||
| The Buying Decision Process and the Implications for Retail Management | 55 | ||
| Understanding Motivation – Maslow’s Hierarchy Model | 65 | ||
| Demographic Factors | 67 | ||
| Socio-economic Categories | 71 | ||
| Role and Family Influence | 74 | ||
| Social Influence | 82 | ||
| Conclusion | 83 | ||
| Exercises | 84 | ||
| References and Further Reading | 85 | ||
| The Management of Service and Quality in Retailing | 87 | ||
| What Constitutes Retailing? | 88 | ||
| The Service–product Concept | 89 | ||
| The Intangible–tangible Product Continuum | 90 | ||
| A Classification of Service and Quality | 92 | ||
| Implementation of Service Management | 97 | ||
| Why There is Growing Emphasis on Control of Quality \r | 100 | ||
| What are the Key Terms for Quality? \r | 101 | ||
| Characteristics of Quality | 102 | ||
| Quality Auditing Systems | 104 | ||
| Is Quality a Cost or a Long-term Benefit? | 106 | ||
| Conclusion | 109 | ||
| Exercises | 109 | ||
| References and Further Reading | 110 | ||
| The Retail Marketing Mix and the Retail Product | 112 | ||
| What is the Marketing Mix? \r | 113 | ||
| The Marketing Mix for Services – Are the Four Ps Sufficient? | 113 | ||
| Target Markets | 116 | ||
| The Retail Product | 118 | ||
| A Breakdown of Retailing as a Product | 118 | ||
| Store Layout | 124 | ||
| Conclusion | 131 | ||
| Exercises | 132 | ||
| References and Further Reading | 133 | ||
| Merchandise Management | 135 | ||
| What is Merchandise Management? \r | 135 | ||
| Methods of Planning and Calculating Inventory Levels | 137 | ||
| Merchandiser Skills and Profile | 141 | ||
| Category Management | 144 | ||
| Range Planning | 146 | ||
| Space Allocation | 150 | ||
| Merchandise Assortment and Support | 153 | ||
| Negotiating the Purchase | 154 | ||
| Conclusion | 154 | ||
| Exercises | 155 | ||
| References and Further Reading | 156 | ||
| Retail Pricing | 157 | ||
| Understanding Price as a Concept | 157 | ||
| Price Sensitivity | 158 | ||
| Further Factors Influencing Pricing | 161 | ||
| Approaches to Pricing the Retail Product | 162 | ||
| Pricing and the Relationship to Value | 167 | ||
| Markdown Policy Considerations for Retailers | 170 | ||
| Conclusion | 172 | ||
| Exercises | 172 | ||
| References and Further Reading | 173 | ||
| Retail Communication and Promotion | 175 | ||
| Setting Objectives | 175 | ||
| Communication Effects | 178 | ||
| Advertising | 179 | ||
| Sales Promotion | 186 | ||
| Relationship Marketing and Loyalty Schemes | 188 | ||
| Personal Selling | 199 | ||
| Public Relations | 201 | ||
| Other Important Promotional Tools | 204 | ||
| Characteristics of Promotions | 206 | ||
| Conclusion | 207 | ||
| Exercises | 208 | ||
| References and Further Reading | 209 | ||
| Retail Distribution and Supply Chain Management | 211 | ||
| Channels and Channel Flows | 212 | ||
| The Supply Channel | 213 | ||
| Growth of Channel Relationships and Partnerships | 215 | ||
| Distribution Logistics and Stock Control | 217 | ||
| Retail Logistics | 217 | ||
| Retail Logistics – the Cost Structure | 219 | ||
| Computerized Replenishment Systems (CRS) \x0B | 224 | ||
| Corporate Replenishment Policies | 224 | ||
| Internet and Direct Distribution Systems | 227 | ||
| Conclusion | 230 | ||
| Exercises | 230 | ||
| References and Further Reading | 231 | ||
| Methods and Approaches to Retail Strategy and Marketing Planning | 233 | ||
| Problems That May Arise if Retail Planning is Ignored \r | 235 | ||
| The Purpose of a Marketing Plan | 236 | ||
| Reasons for Poor Planning Experiences | 237 | ||
| The Structure of the Marketing Plan | 240 | ||
| The Corporate Mission and Goals | 240 | ||
| Understanding the Forces of Industry Competition | 242 | ||
| External and Internal Audit | 245 | ||
| Business Situation Analysis | 246 | ||
| Creating the Objectives | 254 | ||
| Providing an Effective Marketing Mix Strategy | 271 | ||
| Monitoring the Plan | 272 | ||
| Conclusion | 273 | ||
| Exercises | 273 | ||
| References and Further Reading | 274 | ||
| Retail Location Strategies and Decisions | 276 | ||
| Geographic Location Decisions | 278 | ||
| Explanations for the Spatial Distribution of Retail Activities | 282 | ||
| Location Site and Types of Retail Development | 287 | ||
| Locational Techniques | 292 | ||
| Catchment Area Analysis | 294 | ||
| Regression Analysis | 296 | ||
| Retail Property Development | 299 | ||
| The Leasing of a Retail Outlet | 300 | ||
| Conclusion | 301 | ||
| Exercises | 302 | ||
| References and Further Reading | 302 | ||
| The Management of a Retail Brand | 304 | ||
| Definition of a Brand | 306 | ||
| The Role of the Brand | 307 | ||
| Brand Loyalty | 308 | ||
| Positioning of a Brand | 309 | ||
| Personality of a Brand | 312 | ||
| Consumers’ Concept of ‘self-image’ | 316 | ||
| Brand Proposition | 317 | ||
| Brand Name | 318 | ||
| Brand Awareness | 319 | ||
| Managing Brands over Their Life Cycles | 320 | ||
| Successful Brands | 321 | ||
| Brand Updating | 323 | ||
| Counterfeit or Copycat Brands | 325 | ||
| Own-brands | 325 | ||
| Corporate Branding | 329 | ||
| Types of Brand Extension | 330 | ||
| Conclusion | 334 | ||
| Exercises | 334 | ||
| References and Further Reading | 335 | ||
| The Applications of IT to Retail Marketing \r | 337 | ||
| The Growing Role of Information Technology in Retailing | 337 | ||
| Information Technology – Some Explanations and Definitions | 338 | ||
| IT\r for Competitive Advantage | 339 | ||
| Capturing and Transmitting Data at the Point of Sale | 346 | ||
| Database Marketing, Data Mining and Business Intelligence | 348 | ||
| Business E-Commerce and Data Communications\r | 350 | ||
| Electronic Retailing | 354 | ||
| Future Trends | 365 | ||
| Conclusion | 368 | ||
| Exercises | 368 | ||
| References and Further Reading | 369 | ||
| Consumerism and Ethics in Retailing | 372 | ||
| The Different Pressures for a Company to b\re Socially Responsible | 373 | ||
| Criticism of Marketing Activity | 378 | ||
| Product Misuse and Safety Issues | 384 | ||
| Green Issues | 385 | ||
| The Acceptability of a Societal Marketing Approach | 387 | ||
| Corporate Social Responsibility | 389 | ||
| Conclusion | 393 | ||
| Exercises | 394 | ||
| References and Further Reading | 394 | ||
| International Retailing | 396 | ||
| The Move to International Retailing | 396 | ||
| The Development of International Retailing | 397 | ||
| International Retailing: a Definition | 400 | ||
| International Retail Structures | 404 | ||
| Motives and Reasons for Internationalization | 406 | ||
| Direction of Expansion | 414 | ||
| Market-entry Methods | 417 | ||
| Typologies of International Expansion | 421 | ||
| Conclusion | 422 | ||
| Exercises | 423 | ||
| References and Further Reading | 423 | ||
| The Future of Retailing | 426 | ||
| Improved Understanding of the Key Changes | 427 | ||
| More Emphasis Placed upon Brand, Image and Positioning | 433 | ||
| Emerging Trends in IT\r | 435 | ||
| The Physical Aspects of Retailing | 437 | ||
| Company Learning Curves | 439 | ||
| Conclusion | 441 | ||
| Exercises | 441 | ||
| References and Further Reading | 441 | ||
| Index | 443 |