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This comprehensive book provides students with the skills and savvy needed to become successful buyers in any area of retail. Its simple and straightforward approach presents step-by-step instructions for typical buying tasks, such as identifying and understanding potential customers, creating a six-month merchandising plan, and developing sales forecasts. This new edition contains up-to-date coverage of important retailing trends and technological advances, including social responsibility, sustainability, fast fashion, and the use of new media and social networking. Ample activities--drawn from real-world merchandising and incorporating current trends--give students the opportunity to apply critical skills as they would in a professional environment.
Table of Contents
Today's Buying Environment
The Buying Function in Retailing
Buying for Different Types of Stores
Getting Ready to Make Buying Decisions
Obtaining Assistance for Making Buying Decisions
Understanding Your Customers
Understanding Product Trends: What Customers Buy
Planning and Controlling Merchandise Purchases
Preparing Buying Plans
Developing Assortment Plans
Selecting Vendors and Building Partnerships
Making Market Visits and Negotiating with Vendors
Locating Sources in Foreign Markets
Making the Purchase
Motivating Consumers to Buy
Pricing the Merchandise
Promoting the Merchandise