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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-07-06编辑:felicia点击率:40956
论文字数:17304论文编号:org201407061204367610语种:英语 English地区:中国价格:免费论文
关键词:advertisingpublic relationsguidelinesdrawbackadvantages and disadvantages
摘要:在当今媒体发展迅速的时代,广告是媒体发展中重要的一部分,要充分利用广告的优势促进媒体的发展就需要广大媒体界和广告界的合作和灵活的运用方法。本文通过广告设计中时间和空间的重要性探索广告设计方法的多样性,以促进广告业的迅速发展。
Category management seeks to optimize the depth and variety of a product assortment within a specified amount of retail space and to generate maximum profitability by seeking efficiency in the operations that support the depth and variety. This includes replenishing to guarantee availability' and adding new products and running promotions to generate customer interest and increase short term sales of particular products, without harming the overall profitability of the category. Space allocation systems allow (Inc tuning of a category assortment, provide the means by which product and category performance can be monitored and analyzed. and by using the programme output the plans can he easily communicated and successfully implemented within the various retail out lets.
In some categories key brands are dominant, in which case their presence needs to have immediate impact within the space allocation plan. Other categories are very competitive, in which case low price, budget own brand and promotional products strongly on the promotional. Many businesses use the principle that shoppers will a category from bottom to top, and left to right, and so well-known brands arc placed on middle and lower shelves on the left of the category space in order to provide strong cues to the customer. Premium products meanwhile are placed on high level shelves, selecting their high quality positioning, and the fact that the customer for premium products will seek out the better quality product within the category. In some categories the customer decision-making processes are quite unique and nerd to he fully reflected within space allocation plans. For example, the decision sequence for wine is generally as follows:
Colour ------ Country of origin -------- Price Level ------- Brand
Whereas the decision sequence for yoghurt might be:
Natural or flavored --------- type (low fat, standard or luxury) ---- Price Level ----- Brand Name
These decision processes should determine how products arc displayed within the category space.
In certain modes, if the product is maintained in the offer, long-term customer satisfaction will be retained In spite of the Individual poor product performance. Therefore it is the store's personality traits that determine the core product ranges, and not the size; the size of the outlet determines the width and depth of the selling type that would appeal to the local customers, Stores are empowered with the merchandise that allows them to drive local market opportunities and local suppliers can also be involved in the process of providing tailored products for individual store needs, As retailers offer more formats from which customers may choose to shop, format preferences and product preferences can be matched, For example, Tesco found that its online shoppers tended to from more affluent backgrounds, and so the on-line product offer is tailored accordingly, with a large range of wines and few value lines,
For many small retailers the cost of a computerized space planning is prohibitive, and so many rely on basic sales and profit margin analysis combined with trial and error in space allocation decision making.
1.3 Summary:
A great deal of space selling 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。