RETAILING IN THE 21ST CENTURY21世纪零售业 fb2 pdf azw3 网盘 rtf 免费 下载 txt

Say what you will about Wal-Mart and the retailing giants. According to authors Chris Thomas and Rick Segel, of Retailing in the 21st Century, there will always be room for a solid, well-run local store or regional chain with excellent service and or an interesting market niche. Thomas and Segel show students how to be that merchant.

This book will help students understand how to start a retail business from the ground up. The authors’ focus throughout the book is on being organized and purposeful and knowing every step of the way where the business is going and why. The major goals include learning to strategize, expect the best but prepare for the worst, create a positive work environment, and keep yourself and your staff motivated to find the best merchandise and offer it enthusiastically to your customers at a fair price. After reading this book, students will be prepared to be a successful retailer in the 21st century.

Preface ix

CHAPTER 1 The Basics of Retailing

　SETTING UP A RETAIL BUSINESS

　MAKING THE DECISION

　WHY A RETAIL BUSINESS?

　THE LIFESTYLE IMPACT OF RETAILING

　FOCUSING ON YOUR DREAM

　GATHERING IDEAS

　CHAPTER SUMMARY

　DISCUSSION QUESTIONS

　ENDNOTE

CHAPTER 2 Branding Your Business

　BRANDING

　BRAND ASSOCIATION

　RECOGNIZING CUSTOMER TYPES

　THE MOTIVATION TO BUY

　CHAPTER SUMMARY

　DISCUSSION QUESTIONS

　ENDNOTES

CHAPTER 3 Retail Location and Design

　FINDING THE RIGHT SPACE

　WHERE DOES YOUR BUSINESS FIT?

　LOCATION AND THE 8-POINT RETAIL FILTER

　THE LANDLORD-TENANT RELATIONSHIP

　STORE DESIGN

　WALLS, CEILINGS, AND FLOORS

　GETTING DESIGN ASSISTANCE

　DISPLAY FIXTURES

　SATISFYING LANDLORDS AND BUILDING INSPECTORS

　CHAPTER SUMMARY

　DISCUSSION QUESTIONS

　ENDNOTES

CHAPTER 4 Business Planning and Structure

　COMPONENTS OF A BUSINESS PLAN

　CHOOSING A BUSINESS STRUCTURE

　A BOARD OF DIRECTORS

　GOVERNMENT REGULATIONS

　ENDLESS "LITTLE STEPS"

　ACCOMMODATING PEOPLE WITH DISABILITIES

　BEING PROACTIVE

　CHAPTER SUMMARY

　DISCUSSION QUESTIONS

　ENDNOTES

Chapter 4 Business Planning and Structure

Chapter 5 Creating Internal Systems

Chapter 6 Buying and Displaying Merchandise

Chapter 7 Hiring, Managing, and Legal Responsibilities

Chapter 8 Advertising

Chapter 9 Making the Sales

Chapter 10 Money Matters

Chapter 11 Retailing for the Global Marketplace

Glossary

Index

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书籍介绍

Say what you will about Wal-Mart and the retailing giants. According to authors Chris Thomas and Rick Segel, of Retailing in the 21st Century, there will always be room for a solid, well-run local store or regional chain with excellent service and or an interesting market niche. Thomas and Segel show students how to be that merchant.

This book will help students understand how to start a retail business from the ground up. The authors' focus throughout the book is on being organized and purposeful and knowing every step of the way where the business is going and why. The major goals include learning to strategize, expect the best but prepare for the worst, create a positive work environment, and keep yourself and your staff motivated to find the best merchandise and offer it enthusiastically to your customers at a fair price. After reading this book, students will be prepared to be a successful retailer in the 21st century.