Jumat, 13 April 2012



Summary of the history of retail in the U.S.The trend occurs as a result of several conditions including:
U.S. metropolitan / urban areas most of the excess is stored with the struggling retailer / "rush" for the consumer dollar - fierce competition
Have been countless mergers / acquisitions and consolidation during the 1980s and the 1990s led to an increase in market power through retailer sales dominance and vertical integration. A growing emphasis on retail management professional (ie, qualifications in retail / marketing, merchandise, etc. become important) There is an increase in information - technology - leading retailers to enjoy economies of scope and scale - the case of paperless transactions.

In general, the environmental trends presented earlier can be described as a mediator retail practices / tactics (they are the cause of some significant trends / changes in retail).
MicromarketingThis refers to the process of getting the right product at the right stores at the right timeAll customers are not the same - the customer specific marketing (see Swinyard, 1997), and relationship marketing - which includes: transaction marketing, e-marketing, interaction marketing, network marketing, pluralistic (see Lindgreen, Palmer and Vanhamme, 2004).Case of Loyalty cards, store cards, credit card relationships, (own) brand shop etc.
Globalization and new format retail - Airport retail, retail on the train / bus / sub-way station in NY, DC, etc. retail DFW Airport. Wal-Mart in the United Kingdom (ASDA acquisition), China, Mexico, South America) - "out of the river in the United States for growth?" Mc Donald outlet wherever people want to live, work, sleep, play or berkumpul.Kegagalan Woolworth in the UK ... Africa has now been entered.South African retailers are moving to other countries in Africa.Tesco stores from the UK on the European continent.Based on Swinyard (1997)Problem NAFTA, GATT (WTO), the European Union (EEC) expansion etc. etc.The question is: Where do we go from here?

Quick response and cost reduction (quick fixes)Every day low prices (EDLP).This was stated by Sears in 1992. It is planned to compete head-to-head with discounters such as Wal-Mart, and Target.Sears failed in this strategy - Cheap price not only factor explaining the success of retailers - Sears is now offering "Come see the softer side of Sears".

Retail ethnicity, and age-related changes in popular culture related merchandise.The ethnic diversity of U.S. consumers and increase the need for micro-micro-marketing and merchandising.There will be the establishment of differential appeal to ethnic buyers, baby boomers (born between 1946-1964), and their children ("baby busters"), the "Pepsi Generation", Generation X, Y and Z - adolescents and youth-oriented culture - single living lifestyle, hedonistic etcBased on Swinyard (1997)New! Hold down the shift key, click and drag