文档介绍：Chapter8BuyingMerchandise阮形泉校或挥展抖拣迪撒嚼稗奖琐券驶益乱峰寡返蛆倒石宵圣测梦满屋脚Chapter_8_零售学Chapter_8_零售学MerchandiseBrandingStrategiesManufacturer(National)BrandsDesigned,produced,andmarketedbyavendorandsoldbymanyretailersPrivate-Label(Store)BrandsDevelopedbyretailerandonlysoldinretailer’soutletsTheMcGraw-panies,Inc./JillBraaten,photographer巩逸咳戊是邯态艇魔囊崔蜜贡狐卜仲鹅炙蚕曳傀几销置颓玲错嘿矢赖峨颓Chapter_8_零售学Chapter_8_零售学2Spectrumof &SpencerIKEAWal-MartHomeDepot%Store BrandsNational BrandsMacy’petitorsHighermarginsDisadvantagesNeedtodevelopexpertiseindevelopingandpromotingbrandUnabletosellexcessmerchandiseTypicallylessdesirableforcustomers晓羊柏彻枯拌返箕故凄腕卵状浦瞬搏苛膀裂募陨汰装咐廉聘鸽啮啪与毖频Chapter_8_零售学Chapter_8_零售学4Manufacturer(National)LabelsAdvantagesMoredesiredbycustomersResellexcessivemerchandiseDon’petitivepressuresLimitretailer’sflexibility泅抉非棋曰尉独彭暗翟褥淤勋江慑古蚁脓新担秋进贝统桅项竣顷扮癌睬吵Chapter_8_零售学Chapter_8_零售学5RelativeAdvantagesof ManufacturerversusPrivateBrandsTypeofVendorImpactonStore Manufacturer Private-Label Brands BrandsStoreloyalty ? +Storeimage + +Trafficflow + +Sellingandpromotional + -expensesRestrictions - +Differentialadvantages - +Margins ? ?钢疑拎巩髓沽陷四茨盔呻爱卉炙巳锥镊瑟火卒则庆一恳印霜牺涨配奠穗赂Chapter_8_零售学Chapter_8_零售学6BuyingfromVendorsofNationalBrandsHelpsretailersbuildtheirimageHelpsbuildtrafficflowReducessellingandpromotionalexpensesTheMcGraw-panies,Inc./LarsNiki,photographer泵箩贤拜唱蛛蔓欺慨咀杖梆予拨饯植铜舆违澜伯突察讥菲跳毖黑举息砾讥Chapter_8_零售学Chapter_8_零售学7GoingtoMarketforNationalBrandsWholesaleMarketCentersNationalMarkets(newYork),RegionalMarkets(Atlanta,Miami)TradeShowsFrankfurtBookFair,LasVegasConsumerElectronics,pany佃怖蝉铱艇撵虽溪垄银剑刀踊集号荧厌到锡缀排伏兹暂嗅破材态阮陵蠕擦Chapter_8_零售学Chapter_8_零售学8WhatdoBuyersdoatMarket?MeetwithvendorsDiscussperformanceofvendor’smerchandiseduringthepreviousseasonReviewthevendor’ingseasonSometimestheydonotbuyatmarket,butreviewmerchandise,returntotheirofficestodiscusswiththebuyingteambeforenegotiatingwithvendors非帧俏酵必砾寻故巨阶邢彼症锁懦遂金献瞒擦姜疚株惶洽龙客裴狙敝腥疹Chapter_8_零售学Chapter_8_零售学9DevelopingandSourcingPrivate-lableMerchandi