Retail Marketing

by Meyer, Warren G.; Harris, E. Edward; Kohns, Donald P.; Stone, James R., III

• ISBN13: 9780070416987
• ISBN10: 0070416982
• Edition: 8th
• Format: Hardcover
• Copyright: 1988-01-01
• Publisher: Glencoe/McGraw-Hill School Pub

Table of Contents

Careers in Retail Marketing	p. 2
Exploring Retail Marketing	p. 4
What Is Retail Marketing?	p. 4
Classifying Product and Service Retailers	p. 12
Preparing for a Career in Retail Marketing	p. 21
Starting Your Career	p. 30
Getting a Job in Retail Marketing	p. 30
Earning Your Salary	p. 38
Planning for Career Advancement	p. 44
Looking Ahead	p. 52
Ownership and Management Opportunities	p. 52
Preparing for Management	p. 60
Preparing for Entrepreneurship	p. 66
Marketing and Economics	p. 74
Examining the Marketing Concept	p. 76
Private Enterprise and Profits	p. 76
Serving the Changing Consumer Market	p. 85
Consumer Behavior and Lifestyles	p. 92
Considering Economic Factors	p. 100
Obtaining Marketing Information	p. 100
Marketing Environments	p. 108
Government's Role in Retail Marketing	p. 116
Developing Retail Marketing Strategies	p. 127
Retail Marketing Trends	p. 127
The Marketing Information System	p. 140
Creating a Marketing Plan	p. 147
Human Resources	p. 158
Assessing Your Interpersonal Skills	p. 160
Understanding Yourself	p. 160
Getting Along With Your Co-workers and Supervisors	p. 166
Communicating Effectively	p. 173
Enhancing Your Customer Relations	p. 184
Developing a Customer Service Attitude	p. 184
Creating a Positive First Impression	p. 189
Communicating With Customers	p. 195
Developing Retail Marketing Personnel	p. 205
Supervising the Retail Worker	p. 205
Training Retail Marketing Employees	p. 214
Building the Retail Marketing Team	p. 223
Selling	p. 232
Understanding the Selling Function	p. 234
Analyzing Retail Selling	p. 234
Developing Product and Service Competencies	p. 242
Setting the Stage in Personal Selling	p. 250
Helping Customers Buy Wisely	p. 259
Identifying Customer Wants and Needs	p. 259
Demonstrating Products and Services	p. 265
Helping Customers Make Buying Decisions	p. 273
Using Consumer Credit as a Selling Tool	p. 285
Developing a Sales Force	p. 299
Maintaining the Right Corporate Image	p. 299
Measuring Sales Performance	p. 306
Coping With Change Through Personal Selling	p. 314
Promotion	p. 325
Learning About Promotion	p. 326
Promotion in Retail Marketing	p. 326
Promotion Goals	p. 335
Special Promotion Activities	p. 343
Promotion Methods	p. 353
Developing Effective Advertising	p. 353
Visual Merchandising	p. 363
Creating Effective Displays	p. 372
Managing Promotion	p. 381
Determining Promotion Objectives	p. 381
Establishing a Promotion Budget and Schedule	p. 389
Implementing The Promotion Plan	p. 395
Merchandising and Operations	p. 406
Processing the Product or Service	p. 408
Receiving and Checking Merchandise	p. 408
Marking Merchandise and Stockkeeping	p. 417
Maintaining Security and Controlling Theft	p. 425
Recording Sales Electronically	p. 433
Pricing and Inventory Control	p. 445
Understanding Pricing Policies	p. 445
Calculating Retail Prices	p. 452
Inventory Control	p. 457
Developing Merchandising Strategies	p. 469
Analyzing Stock Turnover	p. 469
Buying for a Profit	p. 475
Obtaining the Best Terms	p. 480
Preparing the Merchandise Plan	p. 488
Planning for Entrepreneurship	p. 498
Beginning Your Business Plan	p. 500
Identifying Your Business Opportunities	p. 500
Developing Your Business Plan	p. 507
Developing Your Marketing Plan	p. 512
Organizing Your Business Operations	p. 522
Selecting Your Location	p. 522
Planning the Design and Layout	p. 530
Preparing Your Organization Plan	p. 538
Completing Your Business Plan	p. 547
Understanding Financial Statements and Ratios	p. 547
Obtaining Financing	p. 554
Planning Your Grand Opening	p. 563
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