Efnisyfirlit

• Cover
• Title Page
• Copyright
• Dedication
• About the Authors
• Preface
• Connect
• Acknowledgments
• Brief Contents
• Contents
• Section I The World of retailing
  • CHAPTER 1 INTRODUCTION TO THE WORLD OF RETAILING 4
    • What Is Retailing? 6
      • The Retailer’s Role in a Supply Chain 6
      • Retailers Create Value 6
      • Costs of Channel Activities 7
      • Retailers Perform Wholesaling and Production Activities 8
      • Differences in Distribution Channels around the World 9
    • Economic and Social Significance of Retailing 10
      • Role in Developed Economies 10
      • Role in Developing Economies—The Base of the Pyramid 10
    • Retailing View 1.1: Seeing Opportunities at the Base of the Pyramid 11
      • Role in Society 11
    • Retailing View 1.2: Whole Foods and John Mackey The Birth of the Organic Supermarket 14
    • The Growing Importance of Retailing and Retailers 14
      • Evolution of the Retail Industry 14
      • Growth of Retail Analytics 15
    • Retailing View 1.3: Home Depot Is Winning on Nearly Every Metric. How Is It Doing So? 16
      • Accelerated Shifts Due to the COVID-19 Pandemic 18
    • Management and Entrepreneurial Opportunities 20
      • Management Opportunities 20
      • Entrepreneurial Opportunities 20
    • Retailing View 1.4: Jeff Bezos, Founder of Amazon 21
    • The Retail Management Decision Process 23
      • Understanding the World of Retailing— Section I 23
      • Developing a Retail Strategy—Section II 24
      • Implementing the Retail Strategy—Sections III and IV 25
    • Summary 26
    • Key Terms 27
    • Get Out and Do It! 27
    • Discussion Questions and Problems 28
    • Appendix 1A Careers in Retailing 28
    • Chapter Endnotes 31
  • CHAPTER 2 TYPES OF RETAILERS 34
    • Retailer Characteristics 36
      • Type of Merchandise 36
      • Variety and Assortment 38
      • Services Offered by Retailers 39
      • Prices and Cost of Offering Breadth and Depth of Merchandise and Services 39
    • Food Retailers 39
      • Supermarkets 40
    • Retailing View 2.1: Grocery Shopping as . . . ? 41
      • Supercenters 44
      • Warehouse Clubs 44
      • Convenience Stores 45
      • Online Grocery Retailers 46
    • General Merchandise Retailers 47
      • Department Stores 47
    • Retailing View 2.2: Experience Marketplaces as Today’s Department Store 49
      • Full-Line Discount Stores 49
      • Category Specialists 50
      • Specialty Stores 52
      • Drugstores 53
    • Retailing View 2.3: High-End Hand-Me-Downs: The Diverse Drivers of Modern Resale Markets 54
      • Extreme-Value Retailers 55
      • Off-Price Retailers 56
    • Retailing View 2.4: Loving the Deals, the Fun, and the Convenience of Off-Price Retailers 57
    • Service Providers That Use Retailing Principles 58
      • Intangibility 59
      • Simultaneous Production and Consumption 59
      • Perishability 60
      • Inconsistency 60
    • Types of Ownership 60
      • Independent, Single-Store Establishments 60
      • Corporate Retail Chains 61
      • Franchising 62
    • Summary 62
    • Key Terms 63
    • Get Out and Do It! 63
    • Discussion Questions and Problems 64
    • Chapter Endnotes 64
  • CHAPTER 3 Digital Retailing 68
    • The 7C Framework of Digital Retailing 69
      • Core Goals 69
    • Retailing View 3.1: The H&M Website, Designed for Selling Fast but Also Communicating Transparently 70
      • Context Elements 71
      • Content 71
      • Communication 72
      • Community 73
      • Commerce 73
    • Retailing View 3.2: Lemons Are to Lemonade as Distressed Retailers Are to Success for Retail E-commerce Ventures 75
      • Connection 75
    • Mobile and Social Retailing 76
      • Mobile Retailing 77
      • Social Media–Based Retailing 80
    • Retailing View 3.3: Something for Everyone: Shopping through Facebook Shops 82
    • Types of Media 85
      • Paid Media 86
      • Owned Media 86
    • Retailing View 3.4: TikTok Provides Both a Candy Challenge and a Candy Solution for One Small Retailer 87
      • Earned Media 88
    • Influencer Marketing 89
      • Assessing the Efficacy of Influencers 89
      • Types of Influencers 92
      • Ethical Considerations for Influencer Marketing 92
    • How Retailers Engage Their Customers 93
      • Listen–Analyze–Do Framework 93
    • Retailing View 3.5: Does I and Love and You Love Amazon Attribution? 98
    • Summary 102
    • Key Terms 102
    • Get Out and Do It! 103
    • Discussion Questions and Problems 103
    • Chapter Endnotes 103
  • CHAPTER 4 Multichannel and Omnichannel Retailing 106
    • Relative Strengths of Retail Channels 108
      • In-Store Retailing 108
      • Internet Retailing 109
    • Retailing View 4.1: Selling Lululemon through Mirror Devices 110
    • Retailing View 4.2: H&M Introduces Real-Time Product Selling 112
      • Mobile Retailing 114
      • Social Retailing 115
      • Catalog and Other Nonstore Channels 115
    • Retailing View 4.3: Avon’s App-Driven Digital Strategy 117
    • Opportunities Facing Multichannel and Omnichannel Retailers 118
    • Challenges Facing Multichannel and Omnichannel Retailers 120
      • Multichannel and Omnichannel Supply Chains and Information Systems 120
      • Consistent Brand Image across Channels 120
      • Merchandise Assortment 120
      • Pricing 121
    • Retailing View 4.4: How Direct-to-Consumer Brands Limit Showrooming 122
      • Reduction of Channel Migration 123
    • Summary 123
    • Key Terms 124
    • Get Out and Do It! 124
    • Discussion Questions and Problems 124
    • Chapter Endnotes 124
  • CHAPTER 5 Consumer Behavior 126
    • The Buying Process 127
      • Need Recognition 129
      • Information Search 130
    • Retailing View 5.1: Ensuring That Best Buy Also Is the Best Information Source 132
    • Retailing View 5.2: Consumers Are Learning How to Cope with Sales Strategies 135
      • Evaluation of Alternatives: The Multiattribute Attitude Model 135
      • Purchasing the Merchandise or Service 140
      • Postpurchase Evaluation 141
    • Types of Buying Decisions 141
      • Extended Problem Solving 141
      • Limited Problem Solving 142
      • Habitual Decision Making 143
    • Social Factors Influencing the Buying Process 143
      • The Economy 143
      • Family 144
      • Reference Groups 145
      • Culture 145
    • Retailing View 5.3: How Influencers Became the Face of Retail Safety 146
    • Market Segmentation 146
      • Criteria for Evaluating Market Segments 147
    • Retailing View 5.4: Making a Fairy-Tale Wedding a Reality for Fashionable, Plus-Size Brides 148
      • Approaches for Segmenting Markets 149
      • Composite Segmentation Approaches 151
    • Summary 151
    • Key Terms 152
    • Get Out and Do It! 152
    • Discussion Questions and Problems 153
    • Appendix 5A Consumer Buying Behavior and Fashion 153
    • Chapter Endnotes 156
• Section II Retailing Strategy
  • CHAPTER 6 Retail Market Strategy 160
    • What Is a Retail Strategy? 161
      • Definition of Retail Market Strategy 161
    • Central Concepts in a Retail Market Strategy 163
      • Target Market and Retail Format 163
      • Building a Sustainable Competitive Advantage 164
      • Relationships with Customers—Customer Loyalty 166
    • Retailing View 6.1: Burger King’s Growing Appeal to Non-Burger Eaters 167
      • Relationships with Suppliers 170
      • Efficiency of Internal Operations 170
    • Retailing View 6.2: Making Technology Personal: How Wayfair Is Leveraging High-Tech Tools to Connect with Consumers 171
      • Location 172
    • Retailing View 6.3: Madewell’s Multipart, Denim-Led Success 173
      • Multiple Sources of Advantage 173
    • Growth Strategies 174
      • Growth Opportunities 174
      • Growth Opportunities and Competitive Advantage 176
    • Global Growth Opportunities 177
      • Attractiveness of International Markets 177
      • Keys to Success in Global Retailing 179
      • Entry Strategies 180
    • The Strategic Retail Planning Process 182
      • Step 1: Define the Business Mission 183
      • Step 2: Conduct a SWOT Analysis 183
    • Retailing View 6.4: Hot Topic Is Still Hot 187
      • Step 3: Identify Strategic Opportunities 188
      • Step 4: Evaluate Strategic Opportunities 188
      • Step 5: Establish Specific Objectives and Allocate Resources 188
      • Step 6: Develop a Retail Mix to Implement the Strategy 189
      • Step 7: Evaluate Performance and Make Adjustments 189
      • Strategic Planning in the Real World 189
    • Summary 189
    • Key Terms 190
    • Get Out and Do It! 190
    • Discussion Questions and Problems 191
    • Chapter Endnotes 191
  • CHAPTER 7 Financial Strategy 194
    • Objectives and Goals 196
      • Financial Objectives 196
      • Societal Objectives 196
      • Personal Objectives 196
    • Strategic Profit Model 197
      • Retailing View 7.1: Target and Walmart: Examining the Retail Strategies of Two Very Successful Retailers 198
      • Profit Margin Management Path 199
    • Retailing View 7.2: Calculating the Costs and Profits of Online Channels 202
      • Asset Turnover Management Path 204
    • Retailing View 7.3: Multilevel Marketing: A Lesson in Merchandise Management 206
      • Combining the Profit Margin and Asset Turnover Management Paths 207
    • Retailing View 7.4: The Bottom Line of Best Buy’s Progressive Lending Program 208
      • Implications for Improving Financial Performance 208
    • Evaluating Growth Opportunities 209
      • Profit Margin Management Path 209
      • Asset Turnover Management Path 211
      • Using the Strategic Profit Model to Analyze Other Decisions 212
    • Setting and Measuring Performance Objectives 213
      • Top-Down versus Bottom-Up Process 213
      • Who Is Accountable for Performance? 214
      • Performance Objectives and Measures 214
      • Types of Measures 214
      • Assessing Performance: The Role of Benchmarks 216
    • Summary 216
    • Key Terms 217
    • Get Out and Do It! 217
    • Discussion Questions and Problems 217
    • Chapter Endnotes 218
  • CHAPTER 8 Retail Locations 220
    • Types of Retail Locations 221
    • Unplanned Locations 222
      • Freestanding Sites 222
    • Retailing View 8.1: Food Trucks Follow Customers to Work 223
      • Urban Locations 223
      • Main Street 225
    • Shopping Centers and Planned Retail Locations 226
      • Convenience, Neighborhood, and Community Shopping Centers 227
      • Power Centers 228
      • Malls 228
      • Lifestyle Centers 229
      • Outlet Centers 230
      • Theme/Festival Centers 230
      • Mixed-Use Developments 231
      • Larger, Multiformat Developments 231
    • Nontraditional Locations 232
      • Pop-Up Stores and Other Temporary Locations 232
    • Retailing View 8.2: Luxury Pop-Ups in Rarified Settings 232
      • Store-within-a-Store 233
      • Merchandise Kiosks 233
    • Location and Retail Strategy 233
      • Shopping Behavior of Consumers in Retailer’s Target Market 234
    • Retailing View 8.3: Clustering Together to Appeal to Fitness Shoppers 235
      • Density of Target Market 236
      • Uniqueness of Retail Offering 236
    • Societal and Legal Considerations 236
      • Urban Sprawl 237
      • Opposition to Big-Box Retailers 237
      • Zoning 237
      • Building Codes 238
    • Summary 239
    • Key Terms 239
    • Get Out and Do It! 240
    • Discussion Questions and Problems 240
    • Chapter Endnotes 241
  • CHAPTER 9 Retail Site Location 242
    • Evaluating Areas for Locations and Determining the Number of Stores in an Area 243
      • Metropolitan Statistical Area 244
      • Considerations in Evaluating Store Locations 244
      • Number of Stores in an Area 246
    • Evaluating Specific Sites 248
      • Site Characteristics 248
    • Retailing View 9.1: No Flights, No Passengers, No Retail? 249
      • Locations within a Shopping Center 251
    • Defining Trade Areas 252
      • Trade Area Definition 252
      • Factors Affecting the Size of the Trade Area 253
      • Measuring the Trade Area for a Retail Site 254
      • Sources of Information about Trade Areas 254
    • Retailing View 9.2: How Lululemon’s Flagship Store Reflects Its Location Strategy 256
      • Competition in the Trade Area 258
    • Estimating Potential Sales for a Store Site 258
      • Regression Analysis 258
      • Analog Approach 259
    • Illustration of Site Selection: Edward Beiner Purveyor of Fine Eyewear 259
      • Step 1: Conduct a Competitive Analysis 260
      • Step 2: Define the Present Trade Area 260
      • Step 3: Analyze the Trade Area Characteristics 261
      • Step 4: Match Characteristics of the Present Trade Area with Potential Sites 262
    • Negotiating a Lease 262
      • Types of Leases 262
    • Retailing View 9.3: High-Tech Options to Support Location Choices 263
      • Terms of the Lease 264
    • Retailing View 9.4: A Different Kind of Buyer’s Market: Retail Tenants Still in Business Demand New Lease Agreements from Landlords 265
    • Summary 265
    • Key Terms 266
    • Get Out and Do It! 266
    • Discussion Questions and Problems 267
    • Chapter Endnotes 267
  • CHAPTER 10 Information Systems and Supply Chain Management 268
    • Creating Strategic Advantage through Supply Chain Management and Information Systems 270
      • Strategic Advantage 271
      • Improved Product Availability 272
    • Retailing View 10.1: When a Differentiation Advantage Becomes a Supply Detriment: Wendy’s Limited Fresh Beef Supplies 273
      • Higher Return on Assets 274
    • The Flow of Information through a Supply Chain 274
      • Data Warehouse 276
      • Vendor-Managed Inventory and Collaborative Planning, Forecasting, and Replenishment 276
    • The Flow of Merchandise through a Supply Chain 277
      • Distribution Centers versus Direct Store Delivery 277
      • The Distribution (or Fulfillment) Center 279
    • Retailing View 10.2: The IKEA Way 282
      • Inventory Management through Just-in-Time Inventory Systems 283
    • System Design Issues and Trends 284
      • Outsourcing Supply Chain Functions 284
      • Pull and Push Supply Chains 284
      • Radio Frequency Identification Devices 285
      • Supply Chain for Fulfilling Catalog and Internet Orders 285
    • Retailing View 10.3: Collaborating More Widely to Provide Expanding Shipping 286
      • Drop Shipping 286
      • Customer Store Pickup 287
      • Reverse Supply Chain 287
    • Retailing View 10.4: Amazon Returns Are Getting Easier—and More Environmentally Friendly 289
    • Summary 289
    • Key Terms 290
    • Get Out and Do It! 290
    • Discussion Questions and Problems 290
    • Chapter Endnotes 291
  • CHAPTER 11 Customer Relationship Management 292
    • The CRM Process 294
    • Retailing View 11.1: At Wegmans, Love Equals Loyalty 295
      • Overview of the CRM Process 295
    • Collecting Customer Shopping Data 296
      • Data Warehouse 296
      • Identifying Information 297
      • Privacy and CRM Programs 297
    • Analyzing Customer Data and Identifying Target Customers 298
      • Identifying the Best Customers 298
      • Retail Analytics 299
    • Developing CRM through Frequent-Shopper Programs 300
      • Effectiveness of Frequent-Shopper Programs 300
      • Making Frequent-Shopper Programs More Effective 301
    • Retailing View 11.2: More Ways to Earn and Pay with the Starbucks Loyalty App 303
    • Implementing CRM Programs 303
      • Customer Pyramid 303
      • Customer Retention 304
    • Retailing View 11.3: Chatbots Respond Just in Time 305
    • Retailing View 11.4: Etsy Enhancing Community Relationships 307
      • Customer Conversion: Making Good Customers into Best Customers 307
      • Dealing with Unprofitable Customers 308
    • Summary 308
    • Key Terms 309
    • Get Out and Do It! 309
    • Discussion Questions and Problems 310
    • Chapter Endnotes 310
• Section III Merchandise Management
  • CHAPTER 12 Managing the Merchandise Planning Process 314
    • Merchandise Management Overview 316
      • The Buying Organization 316
      • Merchandise Category—The Planning Unit 318
      • Evaluating Merchandise Management Performance 319
    • Retailing View 12.1: In Cutting Out Category Captains, Grocers Are Making Their Own Shelf Decisions 320
      • Improving GMROI 322
    • Merchandise Planning Processes 323
      • Types of Merchandise Management Planning Systems 324
    • Retailing View 12.2: Casually Reshaping Fashion Merchandising 325
    • Forecasting Category Sales 327
      • Forecasting Staple Merchandise 327
      • Forecasting Fashion Merchandise Categories 327
    • Retailing View 12.3: Wrapping AI in a Comfy Quilt of Reassurance and Information 330
      • Sales Forecasting for Service Retailers 330
    • Developing an Assortment Plan 331
      • Category Variety and Assortment 331
      • Determining Variety and Assortment 332
    • Retailing View 12.4: Expanding the Product Line, Condensing Storefronts: The Gap Brands’ Plan 333
    • Setting Inventory and Product Availability Levels 335
      • Model Stock Plan 335
      • Product Availability 335
    • Establishing a Control System for Managing Inventory 336
      • Control System for Managing Inventory of Staple Merchandise 336
      • Control System for Managing Inventory of Fashion Merchandise 340
    • Allocating Merchandise to Stores 341
      • Amount of Merchandise Allocated 342
      • Type of Merchandise Allocated 342
      • Timing of Merchandise Allocation 343
    • Analyzing Merchandise Management Performance 344
      • Evaluating the Merchandise Plan Using Sell-Through Analysis 344
      • Evaluating the Assortment Plan Using ABC Analysis 344
    • Summary 346
    • Key Terms 347
    • Get Out and Do It! 348
    • Discussion Questions and Problems 348
    • Appendix 12A Merchandise Budget Report and Open-to-Buy System for a Fashion Merchandise Category 349
    • Chapter Endnotes 354
  • CHAPTER 13 Buying Merchandise 356
    • Brand Alternatives 357
      • National Brands 357
      • Store Brands 358
      • Generic Brands 359
      • National Brands or Store Brands? 359
    • Retailing View 13.1: You Might Find Lots at Costco, but You Won’t Find Kirkland Signature Anywhere Else 361
    • Buying National-Brand Merchandise 362
      • Meeting National-Brand Vendors 362
      • National-Brand Buying Process 363
    • Developing and Sourcing Store-Brand Merchandise 364
      • Developing Store Brands 364
      • Sourcing Store-Brand Merchandise 364
    • Retailing View 13.2: Making Made in America into a Viable Retail Strategy 365
    • Negotiating with Vendors 367
      • Knowledge Is Power 367
      • Negotiation Issues 368
      • Tips for Effective Negotiating 369
    • Strategic Relationships 371
      • Defining Strategic Relationships 371
    • Retailing View 13.3: Walgreens and Kroger Create a Procurement Alliance 372
      • Building Partnering Relationships 373
      • Maintaining Strategic Relationships 373
    • Legal, Ethical, and Social Responsibility Issues for Buying Merchandise 374
      • Legal and Ethical Issues 374
    • Retailing View 13.4: Beautiful, Sustainable, and Conscious: Setting New Standards for Cosmetics at Ulta 378
      • Corporate Social Responsibility 378
    • Summary 379
    • Key Terms 380
    • Get Out and Do It! 380
    • Discussion Questions and Problems 381
    • Chapter Endnotes 381
  • CHAPTER 14 Retail Pricing 384
    • Pricing Strategies 386
      • High/Low Pricing 386
      • Everyday Low Pricing 386
      • Advantages of the Pricing Strategies 387
    • Setting Retail Prices 387
      • Customer Price Sensitivity 388
    • Retailing View 14.1: Panera Bread: Subscribing to Your Daily Dose of Caffeine 390
      • Competition 390
      • Pricing of Services 391
      • Using Analytical Tools to Set Prices 392
    • Retailing View 14.2: The Motives for Managing Merchandise and Marking Down Money 396
    • Markdowns 397
      • Reasons for Taking Markdowns 397
    • Retailing View 14.3: Is Crazy Cazboy’s Really Crazy, or Does Its Pricing Method Make All the Sense in the World? 400
    • Pricing Techniques for Increasing Sales and Profits 400
      • Dynamic Pricing 400
    • Retailing View 14.4: Disney: Dynamically Pricing the Happiest Place on Earth 401
      • Promotional Markdowns 402
      • Clearance Markdowns for Fashion Merchandise 402
      • Coupons 402
      • Price Bundling 402
      • Quantity Discounts 403
      • Zone Pricing 403
      • Leader Pricing 403
      • Price Lining 403
      • Odd Pricing 403
    • Legal and Ethical Pricing Issues 404
      • Deceptive Reference Prices 404
      • Predatory Pricing 405
      • Resale Price Maintenance 405
      • Horizontal Price Fixing 405
      • Bait-and-Switch Tactics 405
    • Summary 405
    • Key Terms 406
    • Get Out and Do It! 406
    • Discussion Questions and Problems 407
    • Chapter Endnotes 407
  • CHAPTER 15 Retail Communication Mix 410
    • New Media Elements 413
      • Online Media 413
    • Retailing View 15.1: Unboxing Communication Potential on Walmart’s Websites 414
      • Social Media 415
    • Retailing View 15.2: Sharing, Shopping, Sustaining: Retail Bazaars and Social Communities 416
    • Traditional Media Elements 418
      • Mass Media Advertising 418
      • Sales Promotions 420
    • Retailing View 15.3: Cutting Coupons? Nope, Cutting Paper Coupons out of Promotional Strategies 421
      • In-Store Marketing/Design Elements 421
    • Retailing View 15.4: Pop-Ups as Digital POP Displays on Amazon 423
      • Personal Selling 423
      • Public Relations 423
    • Planning the Retail Communication Program 425
      • Establish Objectives 425
      • Determine the Communication Budget 427
      • Allocate the Promotional Budget 430
      • Implement and Evaluate Communication Programs—Three Illustrations 431
    • Summary 435
    • Key Terms 435
    • Get Out and Do It! 435
    • Discussion Questions and Problems 436
    • Chapter Endnotes 436
• Section IV Human Resources and Store Management
  • CHAPTER 16 Human Resources and Managing the Store 440
    • Acquire and Retain Human Resources 442
      • Recruit Retail Employees 442
    • Retailing View 16.1: A Retail Performance Analysis, Based on Recruiting and Hiring Efforts 443
      • Train and Acculturate Employees 446
      • Motivate Employees 448
    • Retailing View 16.2: Especially Thankful for a Job This Year 450
      • Evaluate Employees 450
      • Reward and Compensate Employees 453
    • Leadership 456
      • Leader Decision-Making Style 456
    • Retailing View 16.3: A Team-Oriented Employment Model in Walmart Stores 457
      • Maintaining Morale 458
    • Controlling Costs 458
      • Labor Scheduling 458
    • Retailing View 16.4: Deep Brew and Deep Insights into Scheduling 459
      • Store Maintenance 460
      • Inventory Shrinkage 460
    • The Organization Structure for a Retail Firm 461
      • Organization of a Single-Store Retailer 461
      • Organization of a National Retail Chain 463
    • Human Resource Management Legal Issues 465
      • Equal Employment Opportunity 465
      • Compensation 466
      • Labor Relations 466
      • Employee Safety and Health 466
      • Sexual Harassment 466
    • Retailing View 16.5: Avoiding Labor Laws by Using Technology to Replace Human Cashiers 467
      • Employee Privacy 468
    • Summary 468
    • Key Terms 469
    • Get Out and Do It! 469
    • Discussion Questions and Problems 469
    • Chapter Endnotes 470
  • CHAPTER 17 Store Layout, Design, and Visual Merchandising 474
    • Store Design Objectives 476
      • Implement the Retail Strategy 476
      • Build Loyalty 476
    • Retailing View 17.1: The Protections and Problems of a Cashless Market Economy 477
    • Retailing View 17.2: Goosing the Store Design for More Fun and Adventure 478
      • Increase Sales on Visits 479
      • Control Costs to Increase Profits 479
      • Meet Legal Considerations—Americans with Disabilities Act 479
      • Design Trade-Offs 480
    • Store Design Elements 481
      • Layouts 481
      • Signage and Graphics 484
      • Feature Areas 486
      • Store Exteriors 488
    • Space Management 491
      • Space Allocated to Merchandise Categories 491
      • Location of Merchandise Categories 492
    • Retailing View 17.3: Getting Consumers into the TerraCycle Loop by Designing Stores for Container Returns 494
      • Determining Store Size 497
    • Visual Merchandising 498
      • Fixtures 498
      • Presentation Techniques 499
    • Creating an Appealing Store Atmosphere 501
      • Lighting 501
      • Color 502
      • Music 502
      • Scent 502
      • Taste 503
      • Just How Exciting Should a Store Be? 503
    • Retailing View 17.4: What Is Amazon Trying to Achieve with its Newest Experiment, a Hair Salon? 504
    • Summary 505
    • Key Terms 506
    • Get Out and Do It! 506
    • Discussion Questions and Problems 507
    • Chapter Endnotes 507
  • CHAPTER 18 Customer Service 510
    • Balancing Customer Service: Personalization versus Standardization 512
      • Personalized Service 512
      • Standardized Service 513
    • Customer Evaluations of Service Quality 514
      • Perceived Service 514
      • Role of Expectations 517
    • Retailing View 18.1: Won’t You Visit Your Neighbor? Staycations and Travel Services in the Pandemic 518
    • The Gaps Model for Improving Retail Customer Service Quality 519
    • Retailing View 18.2: How Appealing to Women Has Helped Home Depot 520
      • Knowing What Customers Want: The Knowledge Gap 520
    • Retailing View 18.3: Gaining Insights in the Moment, Using It on the Site 523
      • Setting Service Standards: The Standards Gap 524
      • Meeting and Exceeding Service Standards: The Delivery Gap 526
      • Communicating the Service Promise: The Communication Gap 528
    • Use Technology 529
    • Retailing View 18.4: Service-Providing Retail Robots 531
    • Service Recovery 531
      • Listening to Customers 532
      • Providing a Fair Solution 532
      • Resolving Problems Quickly 533
    • Summary 533
    • Key Terms 534
    • Get Out and Do It! 534
    • Discussion Questions and Problems 534
    • Chapter Endnotes 535
• Section V Cases
  • Get It, Go, Just Walk Out: Amazon’s Proposed Reinvention of the Checkout Process 540
  • Making Technology Personal: How Wayfair Is Leveraging High-Tech Tools to Connect with Consumers 541
  • Making Macy’s Meaningful: Moves by the Retail Chain to Maintain Its Competitiveness 542
  • Find “Good Stuff Cheap” at Ollie’s Bargain Outlet 543
  • Tractor Supply Company Targets the Part-Time Rancher 545
  • Fast Fashion and Fast Digital Upgrades by H&M 546
  • Home Depot Is Winning on Nearly Every Metric. How Is It Doing So? 547
  • Walmart and Grocery Delivery 548
  • “A Blooming Company” 549
  • Blue Tomato: Internationalization of a Multichannel Retailer 551
  • Staples, Inc. 553
  • Daily Table 554
  • Remixing a Green Business: The Green Painter 556
  • Ashley Stewart 557
  • The Decision-Making Process for Buying a Bicycle 559
  • McDonald’s—A Global Giant 560
  • The Coffee Wars 562
  • A True Platform for Sellers: How Alibaba Is Trying to Take Over the World 563
  • Parisian Patisserie “Maison Ladurée” Goes Global 564
  • Retailing in India: The Impact of Hypermarkets 565
  • Diamonds: From Mine to Market 567
  • Starbucks’s Expansion into China 570
  • Planet Fitness: Pricing for Success 573
  • Tiffany and TJX: Comparing Financial Performance 574
  • Choosing a Store Location for a Boutique 575
  • Hutch: Locating a New Store 575
  • Understanding Grubhub’s Service Quality 580
  • Zara Delivers Fast Fashion 581
  • Avon Embraces Diversity 583
  • Sephora Loyalty Programs: A Comparison between France and the United States 584
  • Attracting Generation Y to a Retail Career 586
  • Active Endeavors Analyzes Its Customer Database 587
  • Pizza Players, Pizza Prices 587
  • Mel’s Department Store under New Management 590
  • Developing an Assortment Plan for Hughes 591
  • Preparing a Merchandise Budget Plan 591
  • American Furniture Warehouse Sources Globally 593
  • How Much for a Good Smell? 594
  • Promoting a Sale 594
  • Target Marketing with Google AdWords 595
  • A Stockout at Discmart 596
  • Yankee Candle: Product Management and Innovation 597
  • Interviewing for a Management Trainee Position 598
    • Glossary 602
    • Company Index 617
    • Name Index 622
    • Subject Index 632

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    Þú getur nálgast allar raf(skóla)bækurnar þínar á einu augabragði, hvar og hvenær sem er í bókahillunni þinni. Engin taska, enginn kyndill og ekkert vesen (hvað þá yfirvigt).
    
    Auðvelt að fletta og leita
    Þú getur flakkað milli síðna og kafla eins og þér hentar best og farið beint í ákveðna kafla úr efnisyfirlitinu. Í leitinni finnur þú orð, kafla eða síður í einum smelli.
    
    Glósur og yfirstrikanir
    Þú getur auðkennt textabrot með mismunandi litum og skrifað glósur að vild í rafbókina. Þú getur jafnvel séð glósur og yfirstrikanir hjá bekkjarsystkinum og kennara ef þeir leyfa það. Allt á einum stað.
    
    Hvað viltu sjá? / Þú ræður hvernig síðan lítur út
    Þú lagar síðuna að þínum þörfum. Stækkaðu eða minnkaðu myndir og texta með multi-level zoom til að sjá síðuna eins og þér hentar best í þínu námi.
    
    
    
    Fleiri góðir kostir
    - Þú getur prentað síður úr bókinni (innan þeirra marka sem útgefandinn setur)
    - Möguleiki á tengingu við annað stafrænt og gagnvirkt efni, svo sem myndbönd eða spurningar úr efninu
    - Auðvelt að afrita og líma efni/texta fyrir t.d. heimaverkefni eða ritgerðir
    - Styður tækni sem hjálpar nemendum með sjón- eða heyrnarskerðingu