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01 MERCH & PROM R Store Mng stud.ppt [Modo de compatibilidad] retail_mk_deju… · Design of a store lighting, visual fixtures, communications ceiling, walls and floor RETAILERS THINK
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on
sC
reati
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na L
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cia C
3.0
, S
pain
RETAIL MARKETING
bli
ca b
ajo
un
mp
art
ir I
gu
al
a o
bra
se p
ub
erc
ial –
Co
m
Instructor :
Dr. Mayo De Juan Vigaray
Vig
ara
y Est
ato
–N
o C
om
y g y
Power points: conceptual framework
ayo
De J
uan
eco
no
cim
ien
t Power points: conceptual framework
Ma
Re
mm
on
sC
reati
veC
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na L
icen
cia C
3.0
, S
pain
bli
ca b
ajo
un
mp
art
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PART 1
a o
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igara
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De J
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tM
aR
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RETAIL MARKETING
2. COURSE DESCRIPTION AND OBJECTIVES
merchandising philosophyretail store image atmospherics and visual merchandisingFirst part atmospherics and visual merchandisingcustomer service“retail-tainment” and Lifestyle merchandising
promotional process
p
promotional process promotional methods promotion objectivessales promotion tools
Second part
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MERCHANDISING OBJECTIVES
To examine the concept of retail image
To describe how a retail store image i d t
VISUAL MERCHANDISING
is conveyed to consumers
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ATMOSPHERICS
ayo
De
Juan
Vig To show the importance of communicating with customers & customer service
(*) Sautter, P., Hyman, M. and Lukosius (2004) “E-tail Atmospherics: A Critique of the Literature and Model Extension”, Journal of Electronic Commerce Research, Vol. 5 N. 1.
Visual merchandisers are responsible forpthe total merchandise or servicepresentation, the overall business image,presentation, the overall business image,and even the building and placement ofdesign elements
(*) Donovan, R.J., Rossiter, J.R. (1982) “Store Atmosphere: An Environmental Psychology Approach” Journal of Retailing, Spring, Vol. 58, n. 1, pp. 34-58.
(*)Park, C. Iyer, E. y Smith, D. (1989) “The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping” Journal Shopping Behavior: The Role of Store Environment and Time Available for Shopping , Journal of Consumer Research, march, Vol. 15., pp. 422-433.
(*) Spies, K., Hese, F. y Loesch, K. (1997) “Store Atmosphere, Mood and Purchasing Behavior” J l f R h i M k i V l 14 1 17
(*) D’Astour, A. (2000) “Irritation Aspects of the Shopping Environment” Journal of Business Research, Vol. 49, n. 2., pp. 1º49-156.
Journal of Research in Marketing, Vol. 14, pp. 1-17.
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(*) Sharma, A. y Staffor, T. (2000) “The Effect of Retail Atmospherics on Customer’ Perceptions of Salespeople and Customer Persuasion: An Empricial Investigation”, Journal of Business Research Vol 49 n 2 pp 183 191
ayo
De
Juan
Vig Research, Vol. 49, n. 2., pp. 183-191.
(*) Turley, L. y Milliman, R. (2000) “Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence”, Journal of Business Research, Vol. 49, n. 2, pp. 193-211.