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Official Course
Description: MCCCD Approval: 3-26-91 |
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MKT268
1991 Fall - 9999 |
LEC |
3.0 Credit(s) |
3.0 Period(s) |
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Merchandising
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Surveys
structure and operation of retail organizations. Emphasizes merchandising to
include price, location, time promotion and quantity. Prerequisites: None. MKT271 suggested but
not required. |
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Go to Competencies Go to Outline
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MCCCD
Official Course Competencies: |
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MKT268 1991
Fall - 9999 |
Merchandising |
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1.
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Describe the framework of retailing. (I) |
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2.
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Given a situation, describe and define the steps relating
to retail strategy. (II) |
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3.
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Classify and describe the characteristics of various types
of retail institutions categorized by ownership, strategy mix, non-store
sales, and service versus product. (III) |
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4.
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Explain consumer behavior relating to the decision
process, factors affecting the decision process, and the types of decision
processes. (IV) |
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5.
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Explain the marketing research process including secondary
data sources and primary data sources. (V) |
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6.
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Describe the decisions involved in location planning and
selection. (VI) |
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7.
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Given a retail situation, describe the process of
developing a retail organization. (VII) |
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8.
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Explain the stages in merchandise and management. (VIII) |
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9.
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Discuss the aspects of communicating with the customer,
including store image, atmosphere customer service, community relations,
elements of the retail promotional mix, and planning the retail promotional
strategy. (IX) |
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10.
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Describe pricing in retailing, including the factors
affecting price strategy and development of a retail price strategy. (X) |
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11.
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Explain the concepts relating to a service retailer. (XI) |
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12.
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Describe the integration and control of retail strategy in
the retail concept. (XII) |
Go to Description Go to top of
Competencies
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MCCCD
Official Course Outline: |
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MKT268 1991
Fall - 9999 |
Merchandising |
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I. An Introduction to
Retailing A. The framework of
retailing B. Retail strategy in
action II. Retail Strategy: Owning
or Managing a Business A. Situation analysis B. Objectives C. Identification of
consumer characteristics and needs D. Overall strategy E. Specific activities F. Control G. Feedback III. Retail Institutions A. Categorized by ownership
B. Categorized by strategy
mix C. Categorized by non-store
sales D. Categorized by service
versus product IV. Consumer Behavior A. Decision process B. Factors affecting
process C. Types of decision
processes V. Marketing Research in
Retailing A. Process B. Secondary data sources C. Primary data sources VI. Choosing a Store
Location A. Importance of Location B. Trading Area Analysis C. Characteristics of
Trading Areas D. Types of Locations E. Site Evaluation VII. Retail Organization
and Personnel Management A. Setting up a retail
organization B. Organization patterns C. Personnel Management VIII. Merchandise Planning
and Management A. Merchandise buying B. Handling process C. Inventory valuation D. Forecasting and
budgeting E. Unit control system F. Financial inventory
control IX. Communicating with the
Customer A. Store image B. Atmosphere C. Customer service D. Community relations E. Elements of the retail
promotional mix F. Planning the retail
promotional strategy X. Pricing in Retailing A. Factors affecting retail
price strategy B. Development of a retail
price strategy XI. Planning by a Service
Retailer A. Strategy concepts
applied to service retailing XII. Integrating and
Controlling the Retail Strategy A. Integrating the retail
strategy B. Control |
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