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Chapter 6 Web, Nonstore-Based, and Other Forms of Nontraditional Retailing RETAIL MANAGEMENT: A STRATEGIC APPROACH , 10th Edition BERMAN EVANS

Chapter Plan ,[object Object],[object Object],[object Object],[object Object]

Nonstore Retailing ,[object Object],[object Object],[object Object],[object Object]

Single-channel & multi-channel ,[object Object],[object Object],[object Object]

Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Characteristics of Direct Marketing Customers ,[object Object],[object Object],[object Object]

Strategic Business Advantages of Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic Business Limitations of Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Data-Base Retailing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8 Steps in direct marketing strategy (Diagram) ,[object Object]

Business definition ,[object Object],[object Object],[object Object]

Generating customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Media Selection & Customer Generation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring results ,[object Object],[object Object],[object Object],[object Object]

Outcome Measures ,[object Object],[object Object],[object Object],[object Object]

Direct Selling ,[object Object],[object Object],[object Object],[object Object]

Problems in direct selling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Role of the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Role of the Web (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Figure 6-8: Five Stages of Developing a Retail Web Presence 1. Brochure Web Site 2. Commerce Web Site 3. Integrated Web Site 4. The ‘Webified’ Store 5. Site Integrated with Manufacturer Systems

Web Strengths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reasons NOT to Shop Online ,[object Object],[object Object],[object Object],[object Object]

Recommendations for Web Retailers ,[object Object],[object Object],[object Object],[object Object],[object Object]

Nontraditional Retailing ,[object Object],[object Object],[object Object]

Features of Airport Retailing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Video Kiosks ,[object Object],[object Object],[object Object]

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