文档介绍：Chapter8BuyingMerchandiseMerchandiseBrandingStrategiesManufacturer(National)BrandsDesigned,produced,andmarketedbyavendorandsoldbymanyretailersPrivate-Label(Store)BrandsDevelopedbyretailerandonlysoldinretailer’soutletsTheMcGraw-panies,Inc./JillBraaten,photographer2Spectrumof &SpencerIKEAWal-MartHomeDepot%Store BrandsNational BrandsMacy’petitorsHighermarginsDisadvantagesNeedtodevelopexpertiseindevelopingandpromotingbrandUnabletosellexcessmerchandiseTypicallylessdesirableforcustomers4Manufacturer(National)LabelsAdvantagesMoredesiredbycustomersResellexcessivemerchandiseDon’petitivepressuresLimitretailer’sflexibility5RelativeAdvantagesof ManufacturerversusPrivateBrandsTypeofVendorImpactonStore Manufacturer Private-Label Brands BrandsStoreloyalty ? +Storeimage + +Trafficflow + +Sellingandpromotional + -expensesRestrictions - +Differentialadvantages - +Margins ? ?6BuyingfromVendorsofNationalBrandsHelpsretailersbuildtheirimageHelpsbuildtrafficflowReducessellingandpromotionalexpensesTheMcGraw-panies,Inc./LarsNiki,photographer7GoingtoMarketforNationalBrandsWholesaleMarketCentersNationalMarkets(newYork),RegionalMarkets(Atlanta,Miami)TradeShowsFrankfurtBookFair,LasVegasConsumerElectronics,pany8WhatdoBuyersdoatMarket?MeetwithvendorsDiscussperformanceofvendor’smerchandiseduringthepreviousseasonReviewthevendor’ingseasonSometimestheydonotbuyatmarket,butreviewmerchandise,returntotheirofficestodiscusswiththebuyingteambeforenegotiatingwithvendors9DevelopingandSourcingPrivate-lableMerchandiseDevelopingPBmerchandiseSourcingmerchandiseGlobalmerchandise10