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Chapter 1Introduction to the World of Retailing

1-*What is Retailing?Retailing a set of business activities that adds value to the products and services sold to consumers for their personal or family use.

A retailer is a business that sells products and/or services to consumers for personal or family use. James Darell/Getty Images

1-*The Distribution Channel

Distribution Channel

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PERBEDAAN PARADIGMA RITEL MODERN DAN TRADISIONALTRADISIONALKurang memilih lokasiTidak memperhitungkan potensi pembeliJenis brg dagangan tidak terarahTidak ada seleksi merekKurang memperhatikan pemasokMelakukan pencatatan penjualan sederhanaTidak melakukan evaluasi thd keuntungan merekArus kas tidak terencanaPengembangan bisnis tidak terencana

MODERNLokasi Strategis mrpk faktor pentingPrediksi cermat potensi pembeliJenis brg dagangan terarahSeleksi merek ketatKriteria pemasok diperhatikanMelakukan pencatatan penjualan dengan cermatMelakukan evaluasi thd keuntungan merekArus kas terencanaPengembangan bisnis terencana

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1-*How Retailers Add ValueBreak Bulk -Buy it in quantities customers wantHold Inventory -Buy it at a convenient place when you want itProvide Assortment -Buy other products at the same timeOffer Services -See it before you buy, get credit, layawayRyan McVay/Getty Images

1-*Nature of Retail Industry is ChangingMom and Pop StoreTo Todays Retailer

1-*Retail MixRetail StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display

1-*Example Retail MixEnclosed MallsLocation Strategy

1-*LocationPricingCommunication MixStore Design and DisplayCustomer ServiceMany Items in Apparel and Soft HomeAssortment Strategy

1-*LocationCommunication MixStore Design and DisplayCustomer ServiceMerchandise AssortmentModerate with Frequent SalesPricing Strategy

1-*Communication MixTV, Newspaper Ads andSpecial EventsStore DesignAnd DisplayMerchandise AssortmentPricingCustomer ServiceLocation

1-*Store Design and DisplayRacetrack with DisplaysCustomer ServiceLocationMerchandise AssortmentsPricingCommunication Mix

1-*Customer ServiceModestLocationMerchandise AssortmentPricingCommunication MixStore Design and Display

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