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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