Chapter 11- Visual Merchandising Retail Product Management (Buying Merchandising) - Tài liệu tham khảo | Đại học Hoa Sen
Chapter 11- Visual Merchandising Retail Product Management (Buying Merchandising) - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả
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R ETAIL PRODUCT M A N AG E M E N T
BUYING AND MERCHANDISING Rosemary Varley Artwork by David Gillooley
LONDON & NEW YORK viii C O N T E N T S Discussion questions 137 References and further reading 138
9 Allocating space to products 139 Introduction 139
The objectives of space allocation 140
Measuring retail performance in relation to space 141 The value of retail space 142
Allocating space on the basis of sales 144 Space elasticity 144
Allocating space according to product profitability 146
Practical and customer considerations 147 Space allocation systems 149 Store grading 149 Summary 151 Review questions 153 Discussion questions 154 References and further reading 154 10 Store design 155 Introduction 155
The interior decoration of a store 156 Materials 156 Atmospherics 158 Lighting 159 Signage 160
Store design and the corporate image 161 The exterior design 161 Location 164 Store image 165 The retail brand 166 Lifestyle retailing 166 Planning retail designs 166 Flagship stores 167
The strategic role of store design 167 Summary 168 Review questions 169 Discussion questions 170 References and further reading 170 11 Visual merchandising 171 Introduction 171 Visual merchandising 171
The scope of visual merchandising 174 Fixtures and fittings 174 Product presentation 179 Store layout 180 C O N T E N T S ix Displays 183 Summary 188 Review questions 189
Discussion questions and learning activities 190 References and further reading 190
12 Product management in non-store retailing 191 Introduction 191 Non-store retail formats 191 Home shopping 192
Product management implications 193 Product presentation 193 The selling environment 195 Pricing 195 Service 196 Convenience 197 Order fulfilment and delivery 197 Multi-channel retailing 200 Summary 202 Review questions 203 Discussion questions 203 References and further reading 203
13 International aspects of retail product management 205 Introduction 205
International retailing as a strategy 206
Product range: standardise or adapt? 206
The influences on different product strategies 207 Unavoidable adaptations 207
Organisation for product management 208 Local sourcing 209 Global sourcing 209 Ethical sourcing 212 Summary 213 Review questions 214 Discussion questions 214 References and further reading 214 Appendix 1
A case study of buying operations at Boots the Chemist 216 Appendix 2
A case study of the Olympic Museum shop 226 Appendix 3 A case study of New Look 234 Index 241