外文翻譯--零售企業(yè)的營銷策略-其他專業(yè)-資料下載頁
2025-01-19 00:35本頁面
【導讀】今天的零售商為了招徠和挽留顧客，急欲尋找新的營銷策略。專營店可以看到，并且也可以在大型綜合商場和折扣商店可以買到。的生產(chǎn)商為全力擴大銷售量，它們將貼有品牌的商品到處銷售。在服務項目上的分工差異在逐漸縮小。許多百貨公司削減了服務項目，而許。多折扣商店卻增加了服務項目。顧客變成了精明的采購員，對價格更加敏感。場，購買者來自人口增長較快并且有較高收入的地區(qū)。其他一些則對其商店形式。零售商最重要的決策時確定目標市場。如沃爾瑪?shù)哪繕耸袌鱿喈斆鞔_：。1962年山姆·沃頓及其兄弟在阿肯色州開辦了第一家沃爾瑪折扣店。今天的沃爾瑪在美國有2363家折扣店，包括454. 個超級中心、444家山姆俱樂部和4家折扣中心。元，成為世界頭號零售商。它擴展沃爾瑪附近的超級市場藥店業(yè)務。沃爾瑪常常成為零售業(yè)的先鋒。點超越的目標，它作為美國大商品企業(yè)第一個進入全球零售行業(yè)。次完成，有餐館和娛樂設施。成功的商場租費高昂，但能獲得
【正文】 ogue and Harper’s. They will carefully train salespeople to greet customers, interpret their need, and handle plains. Offprice retailers will arrange their merchandise to promote the idea of bargains and large savings, while conserving on service and sales assistance. Place decision Retailers are accustomed to saying that the three keys to success are ―location, location, and location‖. Customers generally choose the nearest bank and gas station. Departmentstore chains, oil panies, and fast food franchisers exercise great case in selecting locations. The problem breaks down into selecting regions of the country in which to open outlets, then particular cities, and then particular sites. Retailers can locate their stores in the central business district, a regional shopping center, a munity shopping center, a shopping strip, or within a large store. Central business districts: This is the oldest and most heavily trafficked city area, often known as ―downtown.‖ Store and office rents are normally high. Regional shopping centers: These are large suburban malls containing 40200 stores. They usually draw customers from 5 to 20mile radius. Typically, malls feature one or two national known anchor stores, such as JCPenney or Lord amp。 Taylor, and a great number of smaller stores, many under franchise operation. Malls are attractive because of generous parking, onestop shopping, restaurants, amp。 recreational facilities. Successful malls change high rents and get a share of stores‘ sale. Community shopping centers: These are smaller malls with one anchor store and between 2040 smaller stores. Strip malls. These contain a cluster of stores, usually housed in one long building, serving a neighborhood‘s needs for groceries, hardware, laundry, shore repair, and dry cleaning. They usually serve people within a five to tenminute driving rang. A location within a larger store: Certain well known retailers McDonald39。s, Starbucks, Nathan‘s, Dunkin‘ Donuts locate new, small units as concession space within larger stores or operations, such as airports, schools, WalMarts, or department stores. In view of the relationship between high profits and high rents, retailers must decide on the most advantageous locations for their outlets. They can use a variety of methods to assess location, including traffic counts, surveys of consumer shopping habits, analyses of petitive locations. Retailers can assess a particular‘s stores sales effectiveness by looking at 4 indicators: (1) number of people passing by on an average day。 (2) percentage who entered the store。 (3) percentage of those entering who buy。 (4) average amount spent per sale.
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