专卖店零售：自己开店必知 Specialty Shop Retailing
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作者： Carol L. Schroeder 著
出 版 社： John Wiley & Sons
出版时间： 2007-3-1字数：版次： 1页数： 412印刷时间： 2007/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470107416包装： 精装内容简介
Unlike other books on retailing, Specialty Shop Retailingis aimed at the reader who has a dream of opening a store, but little background in this type of business. The book takes into account the fact that their motivation is often not primarily monetary, but rather the intangible benefits of creating your own business and working with people and products that you love. This new and improved 3rd edition includes material about selling on the Internet, including eBay storefronts; online marketing and customer service improvements; and changes in the retailing field, such as competing with big box retailers and the demise of the sales rep system.
作者简介
Carol L. Schroeder is the co-owner of Orange Tree Imports, a successful gift and kitchenware store in Madison, Wisconsin. She has over three decades of experience in specialty shop retailing, beginning with the Scandinavian furniture store she and her husband Dean transformed into a unique shop featuring gourmet products, toys, seasonal decor, foods, jewelry, stationery, soaps, and more. Orange Tree Imports was chosen as one of five Millennium Retailers in the United States by Gifts and Decorative Accessories magazine and was voted "Best in Business" by In Business magazine.
目录
Chapter 1 Getting Started
Finding Your Customers: Market Research
Are You Ready for Retailing?
Franchise Opportunities
Buying an Existing Business
Starting Small or Staying Small
Writing a Successful Business Plan
Selecting Your Legal Format
Financing Your Business
Getting the Necessary Permits and Licenses
Finding the Perfect Location
Naming Your Store
Developing a Logo
Where to Get Help
Ready, Set, Go!
Chapter 2 Managing Your Store’s Finances
Setting Up Your Sales System
Bookkeeping 101
Understanding Financial Reports
Working with an Accountant
Creating Budgets and Future Plans
Tips for Taking Inventory
Business Office Essentials
The Bottom Line
Chapter 3 Successful Store Design
Establishing a Design Budget
Updating Your Look by Remodeling
The Perfect Design Concept
Welcome: The Storefront and Entranceway
Efficient Layout Plans
Well Grounded: Flooring Materials
The Backdrop: Wall Treatments
Lighting for Effect
A Different Kind of Overhead: Ceilings
Selling on Several Levels
Maximizing Merchandise Fixtures
Interior Signage that Sells
Checking Out the Cash Wrap Area
Store Security Concerns
Background Music for Shopping Pleasure
Creating an Aromatic Environment
Restrooms, Offices and Other Backstage Needs
Chapter 4 Gathering the Goods: Merchandise Buying
Targeting Your Typical Customer
Establishing a Buying Budget
Where to Look for Great Merchandise
Knowing What to Order
Determining the Quantity
Stretching Your Budget By Consignment
Developing Original, Exclusive Products
Higher Margins through Direct Importing
Keeping Inventory Under Control
Seasonal Planning Tips
Buying for Displays and Promotion
Benefiting from Working with Sales Reps
Buying Trip Tools
Establishing Your Store’s Financial Credibility
Using Purchase Order Forms Efficiently
Professional Ordering Procedures
Specifying Shipping Preferences
Setting Retail Prices
Developing Beneficial Vendor Relations
Chapter 5 Visual Merchandising: Displays that Sell
Chapter 6 Finding and Keeping Great Employees
Chapter 7 Customer Service Essentials
Chapter 8 Getting the Word Out: Advertising Your Shop
Chapter 9 Using the Internet to Promote and Prosper
Chapter 10 Creative Promotion and Publicity
Chapter 11 Beating the Big Box Stores
Chapter 12 Good Works are Good Business
Chapter 13 Managing During Tough Times
Chapter 14 Improving Sales and Profitability
Chapter 15 Looking to the Future
Glossary
Resource Guide
Index
