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MIDTERM RETAIL • Meeting competition in good faith

CHAPTER 6: LEGAL AND ETHICAL BEHAVIOR defense


Ethical and Legal Constraints Influencing Retailers Promotion Constraints
• Promotion decisions are constrained by the:
• Federal Trade Commission Act
• Wheeler-Lea Amendment of the FTC
Act

Pricing Constraints

Deceitful Diversion of Patronage


• Publish or verbalize falsehoods about a
competitor so as to divert their patrons
• Palming off
• A retailer represents that merchandise
is made by a firm other than the true
manufacturer
• False or misleading advertising claims about
the:
• Physical makeup, benefits, or the
appropriate uses for the product
Deceptive Advertising
• Requirements to challenge any claim
contained in advertising:
• The FTC must prove that the
challenged claim is contained in the
advertisement
• The claim must be deceptive
• The deceptive claim must be material
• Justification for some types of price • Bait-and-switch advertising
discrimination • Advertising or promoting a product at:
• Cost justification defense - Accounted for • An unrealistically low price to
differences in cost to: serve as “bait” and then trying to
• The seller in the manufacture, sale, or “switch” the customer to a
delivery arising from differences in the higher-priced product
method or quantities • Forbidden practices
• Changing market conditions defense • Refusing to show, demonstrate, or sell
• Danger of imminent deterioration of the product offered
perishable goods or on the • Disparaging, by word or deed, the
obsolescence of seasonal goods advertised product
• Failing to have sufficient quantities of • A seller must attempt to foresee
the advertised product at all outlets how a product may be misused and
listed in the advertisement warn the consumer against the
• Refusal to take orders for the same
advertised merchandise to be • Warranties
delivered within a reasonable period of • Expressed warranties: Written or
time verbalized agreements:
• Design sales plan or compensation • About the performance of a product
such that to discourage salesman from • That can cover all attributes of the
selling advertised product merchandise or only one attribute
Deceptive Sales Practices • Implied warranty of merchantability
• Illegal practices • Made by every retailer when the
• Failing to be honest or omitting key facts retailer sells goods
in either an ad or a sales presentation • Implies that the merchandise sold is
• Using deceptive credit contracts fit for the ordinary purpose for
• Credit Card Act (2009) which such goods are typically used
• Protection against arbitrary • Implied warranty of fitness
rate increases • Implies that the merchandise is fit
• Not penalizing cardholders who for a particular purpose
pay • Arises when the customer relies on
• Protecting cardholders from the retailer to assist or make the
misleading terms selection of goods to serve a
• Protection of vulnerable particular purpose
consumers from fee-heavy Supply-Chain Constraints
subprime credit cards • Territorial restrictions
Product Constraints • Limit the geographic area in which a
retailer may resell its merchandise
• Lessen competition between retailers
• Violation of Sherman Antitrust Act
• Dual distribution
• A manufacturer sells to independent
retailers and also through its own
retail outlets
• Adversely affects the manufacturer-
retailer relationships
• Product safety
Exclusive Dealing
• Consumer Product Safety Act
• One-way exclusive dealing arrangement
• Retailers have specific
• Retailer has exclusive right to
responsibilities to monitor the
merchandise the supplier’s product
safety of consumer products
in a particular trade area
• Consumer Product Safety
• Two-way exclusive dealing agreement
Improvements Act (2008)
• Supplier offers the retailer:
• Applies to all members of the
• Exclusive distribution of a
supply chain
merchandise line/product in a
• Product liability laws
particular trade area
• Deal with the seller’s responsibility to
• Retailer agrees to return the
market safe products
manufacturer’s favor
• Foreseeability doctrine
• Tying agreement
• Seller with a strong product or • Adhere to stricter ethical and
service requires a buyer (the environmental standards
retailer) to: that go beyond existing
• Purchase a weak product or government regulations
service as a condition for • Sourcing
buying the strong product or • Retailers inspect suppliers to make
service. sure they are not buying :
• Not viewed as a violation • Illegal merchandise
• Viewed as illegal if a substantial share of • From unsavory characters
commerce is affected • Sustainability
Other Federal, State, and Local Laws • Requiring suppliers to engage in
• Federal laws retailers must be aware of: sustainable business practices
• Trade agreements regulating import • Slotting fees (slotting allowances)
and export • Fees paid by a vendor for:
• Laws that deal with minimum wages • Space or a slot on a retailer’s
and hiring practices shelves
• State and municipalities regulations • Having its UPC number given
regarding retail activities a slot in the retailer’s
State and Local Regulations Affecting Retailers computer system
• Bribery
• Offering an inducement to the
retailer for purchasing vendor’s
products
• Markdown money
• Retailers charge suppliers
when merchandise does not
sell at what the vendor
intended
Ethical Behavior in Selling Merchandise
• Products sold
• Should a retailer sell any product as
Ethics in Retailing
long as it is not illegal?
• Ethics: Set of rules for human moral
• Selling practices
behavior
• Can a salesperson, while not saying
• Explicit code of ethics: Written policy that
anything false, be allowed to conceal
states what is ethical and unethical
certain facts from a customer?
behavior
Ethical Behavior in the Retailer-Employee
• Implicit code of ethics: Unwritten but well
Relationship
understood standards of moral
• Misuse of company assets
responsibility
• Job switching
• Retail decision that involve ethical
• Employees switching jobs should
considerations:
respect previous employers right to
• Buying merchandise
retain confidentiality
• Selling merchandise
• Employee theft
• Retailer-employee relationships
Ethical Behavior in Buying Merchandise
• Product quality
• Testing products to check if they:
CHAPTER 7: MARKETING SELECTION AND RETAIL
LOCATION ANALYSIS
Selecting a Target Market
• Target market can be reached through a:
• Store-based location in which the consumer
travels to the store
• Nonstore retailing format in which products
and services are offered at a more accessible
location
• Home page
• Introductory material on a retailer’s
Internet site
• Equivalent to a retailer’s storefront in the
physical world
• Virtual store: Collection of all the pages of
information on the retailer’s Internet site
• Ease of access: Consumer’s ability to easily and
quickly find a retailer’s Web site
• Market segmentation
• Target market: Group of customers that
the retailer is seeking to serve
• Criteria to successfully reach a target market
• Seek a measurable market segment
• Accessibility
• Segment should be substantial or large
enough to be profitable for the retailer
Retail Formats for Accessing Your Target Market

Geographic Information Systems


• Geographic information system (GIS)
• Computerized system that combines
physical geography with cultural
Location of Store-Based Retailers geography
• Culture
• Buffer that people have created
between themselves and the raw
physical environment
• Includes:
• Characteristics of the
population
• Humanly created objects
• Mobile physical structures
GIS Components
• Dab is the breaking point from A,
measured in miles along the road to B
• d is the distance between A and B
along the major highway
• Pa is the population of A
• Pb is the population of B
• Assumptions of the retail gravity theory
• The two competing cities are equally
accessible from the major road
• Population is a good indicator of the
differences in the goods and services
• Thematic maps
available in different cities
• Use visual techniques to display cultural
• Limitations of the retail gravity theory
characteristics of the physical space
• City population does not always reflect
• Uses of GIS
the available shopping facilities
• Market selection
• Distance is measured in miles, not the
• Site analysis
time involved for the consumer to
• Trade area definition
travel
• New store cannibalization
• Factors that the retail gravity theory fails
• Advertising management
to consider:
• Merchandise management
• Perceived differences between local
• Evaluation of store managers
and other trading centers
Selecting a Retail Location
• Variety-seeking behavior
• Medical services or entertainment
facilities
• Saturation theory
Market Identification
• Examines how the demand for goods
• Trading area
and services of a potential trading area
• Geographic area from which a
is:
retailer, or group of retailers, or
• Being served by current retail
community draws its customers
establishments in comparison with
• Retail location theories
other potential markets
• Market demand potential
• Outcomes
• Market supply factors
• Retail store saturation
Retail Location Theories
• Understored
• Overstored

• Algebraic expression of the new formulation


of Reilly’s law:
• Index of retail saturation (IRS): Ratio of
demand for a product divided by available
supply
• IRS = (H × RE) /RF
• IRS - Index of retail saturation for • An evaluation of the density of demand and
an area supply:
• H - Number of households in the • Within each market with the goal of
area identifying the best retail site(s)
• RE - Annual retail expenditures • Size of trading areas
for a particular line of trade per • Applebaum’s technique
household in the area • Based on customer spotting and
• RF - Square footage of retail interviewing
facilities of a particular line of • Home addresses of the shoppers
trade in the area are plotted on a map
Market Demand Potential • Analysts draw inferences about
• Major components are: trading size and competition
• Population characteristics • Factors pertaining to size of trading areas
• Buyer behavior characteristics • Stores that sell products that consumers
• Household income want , in the most convenient way, will
• Household age profile have smaller area
• Household composition • As consumer mobility increases trading
• Community life cycle area increases
• Population density • As the size of the store increases, its
• Mobility trading area increases because it can
Market Supply Factors stock:
• Square feet per store • Broader and deeper assortment of
• Indicates whether the community merchandise
tends to have large- or small-scale • As the distance between competing
retailing stores increases, their trading areas will
• Square feet per employee - High number increase
indicates: • Natural and human-made obstacles limit
• High level of retail technology trading area
• Self-service retailing • Description of trading area
• Growth in stores • Information concerning:
• Strength of retail competition will be • Trading area for various
greater when the community has: retail locations
• Recently experienced rapid • Buyer behavior of the trading
growth in number of stores area
• Quality of competition • Demand density
• Determined by asking following • Extent to which the potential demand
questions about competitors for the retailer’s goods and services is
• What is their market share or concentrated in certain areas
profitability? • Retailers need to identify the major
• How promotional- and price- variables influencing their potential
oriented are they? demand, which can be examined by:
• Are they customer-oriented? • The types of customers who
• Are they community-oriented? already shop in the retailer’s
• Do they financially sponsor present stores
many civic and community • Supply density
activities? • Extent to which retailers are
• How do they react to new concentrated in different areas of the
market entrants? market in question
Site Analysis • Site availability
• Eminent domain law decide to travel to the retail
• Inherent power of the cluster
government to seize private • Allows customers to walk
property without the from store to store,
owner’s consent in to benefit comparing prices, products,
the community and service
• Construct a map of available sites in • Do not always benefit
each community being analyzed competitors
Site Selection Terms of Purchase or Lease
• 100 percent location • The retailer should review:
• No better use for a site than building a • Length of lease
retail store • Exclusivity clause
• What may be a 100-percent site for one • Guaranteed traffic rate
store may not be a 100-percent site for • Anchor clause
another Expected Profitability
• To evaluate a site, consider: • Construct of a pro forma return-on-asset
• The nature of the site model for each possible site comprising of :
• Traffic characteristics • Net profit margin, asset turnover,
• Type of neighbors and return on assets
• The terms of purchase or lease • To evaluate sites on their potential return
Nature of Site on assets, estimate:
• Traffic characteristics • Total sales
• Amount of traffic that passes a site is • Total assets
an important determinant of the • Net profit
potential sales at that site
• Traffic-related aspects to be evaluated CHAPTER 8: MANAGING FINANCES
• Availability of sufficient parking The Merchandise Budget
• Direction of traffic relative to the • Merchandising: Planning and control of the
shopping area buying and selling of goods and services
• Type of neighbors - Good neighboring • Merchandise budget: Plan of projected sales
businesses: for an upcoming season:
• Are compatible with the retailer’s • When and how much merchandise is
line of trade to be purchased
• Help generate additional business • What markups and reductions will
for each other likely occur
• Store compatibility: Two similar • In developing the merchandise budget, the
retail businesses located next to retailer must anticipate:
each other: • Sales for the department, division, or
• Realize a sales volume store
greater than what they • Stock on hand required to achieve
would have achieved if they the sales plan, given the level of
were located far apart inventory turnover expected
• Retail clusters - Groups of stores closely • Reductions required in the original
located and share similar characteristics retail price
• Benefits • Additional purchase required
• Customers don’t need to • The gross margin that the store or
decide on the specific store department is likely to contribute
to visit but just need to • Rules to prepare the merchandise budget:
• Should always be prepared in • 5sqm foyer, client area for bespoke
advance of the selling season area 160,000 (32000/sqm)
• Language of the budget must be easy = PHP 360,000
to understand
• Must be planned for a relatively short
period of time
• Should be flexible enough to permit
changes
Formulas for the Six-Month Budget

• Determining planned sales


• Estimate planned sales for the entire
season as well as for each month
• Examine the previous year’s recorded
Space Utilization Matrix sales
• Matrix projection and forecast of retail • Make adjustments for the upcoming
store to maximize space utilization with merchandise budget
sales performance. • Prediction market: A market where a
• Take into consideration target for periodic synthetic financial security reflects if :
basis, ie. Monthly. • A future event will or will not
• Take into consideration selling and non- occur and individuals then buy
selling space/areas and sell this security
• Eg. 100sqm retail store space • Determining planned BOM and EOM
• 10sqm for dressing room inventories
• 10sqm for counter and stockroom • Stock-to-sales ratio: Depicts the
• 50sqm women’s apparel amount of stock to:
• 15sqm men’s apparel • Have at the beginning of each
• 5sqm custom accessories month to support the
• 5sqm bags and shoes forecasted sales for that month
• 5sqm foyer, client meeting for • Planned average beginning-of-the-
bespoke area month (BOM) stock-to-sales ratios
• Eg. 100sqm retail store space 75k are:
rental/month • Either based on industry
• 10sqm for dressing room NON- averages or are calculated
SELLING directly from a retailer’s
• 10sqm for counter and stockroom planned turnover goals
NON-SELLING • Fluctuate month to month
• 50sqm women’s apparel 145,000 because sales tend to fluctuate
(2900/sqm) monthly
• 15sqm men’s apparel 30,000 • Express inventory levels at
(2000/sqm) retail, not cost
• 5sqm custom accessories 10,000 • BOM inventory for one month equals to:
(2000/sqm) • The end-of-the month (EOM)
• 5sqm bags and shoes 15,000 inventory for the previous month
(3000/sqm) • Determining planned retail reductions
• Allowances for reductions in the
dollar level of inventory that results
from nonsale events
• Three types - Markdowns, employee
discounts, and stock shortages
• Reflect the additional purchases
needed for sufficient inventory to
begin the next month • Regulations to be considered while
• Are subject to constant change presenting income statement
• Determining planned purchases at retail • Generally Accepted Accounting
and cost Principles (GAAP) regulations
• Add planned sales, planned retail • Allows for variations in how
reductions, and planned EOM retailers report certain
inventory expenses
• Subtract planned BOM inventory • Internal Revenue Service (IRS) rulings
• Planned purchase at cost • Provides a tax break for
• Subtract the markup percentage retailers by allowing to
from the retail percentage of 100 estimate inventory shrinkage
percent Balance Sheet
• Buyer’s planned gross margin • Financial statement that identifies and
• Take planned initial markup and quantifies all the firm’s assets and liabilities
subtract planned reductions • Shows the financial condition of a retailer’s
Retail Accounting Statements business at a particular point in time
• Accounting practices followed depend on: • Basic equation for a balance sheet:
• Management objectives Assets = Liabilities + Net worth
• Size of the retailer • Comparison of current and previous
• Types of financial statement balance sheets enables to:
• Income statement • Observe changes in the firm’s
• Balance sheet financial condition
• Statement of cash flow
Income Statement
• Financial statement that provides a
summary of the sales and expenses for a
given period
• Comparison of current and prior results
provides trends or changes in:
• Sales, expenses, and profits
Statement of Cash Flow • The accounting inventory system to
• Lists sources and types of all cash revenue be implemented
and cash expenditures for a given time • The inventory pricing method to be
period used
• Positive cash flow - When cash Accounting Inventory System
inflow exceeds cash outflow • Cost method
• Negative cash flow - When cash • Provides a book valuation of
outflow exceeds cash inflow inventory based solely:
• Projects the cash needs of the firm • On the retailer’s cost of
Dressing up Financial Statement merchandise including freight
• Accrual accounting method • Limitations - It is difficult to:
• Allotting, revenues and expenses to • Do daily inventories or even
specific periods to: monthly inventories
• Allocate income to the quarter • Cost out each sale
or year in which it was • Allocate freight charges to each
effectively earned item’s cost of goods sold
• Provides a more accurate picture of • Used by retailers with big-ticket items
what’s happening to the business at and a limited number of sales per day
a given time • Retail method
• Aggressive accounting methods • Values merchandise at current retail
• Retailers make their statements look prices, which is then converted to
good cost based on a formula
• Methods to window dress • Basic steps
accounting records • Calculation of the cost
• LIFO liquidation complement
• Improving the current ratio • Cost complement = Total
• Current ratio: Current cost valuation/ Total retail
assets divided by valuation
current liabilities • Calculation of reductions from
• Massage cash retail value
• Convert short-term loans to • Conversion of the adjusted
long-term loans retail book inventory to cost
• Extend payment time • Closing inventory =
Connecting the Retail Accounting Statements Adjusted retail X Cost
complement book
inventory
• Advantages of the retail method over the
cost method of inventory valuation:
• Accounting statements can be drawn
up at any time
• Inventories need not be taken for
preparation
• Physical inventories using retail
prices:
• Are less subject to error
Inventory Valuation • Can be completed in a shorter
• Retailer must make two major decisions amount of time
with regard to valuing inventory:
• Provides an automatic, conservative
valuation of ending inventory as well
as inventory levels
• Disadvantages of the retail method
• Method of averages
• Closing inventory is valued at
the average relationship
between cost and retail
• Large retailers offer many
different classifications and
lines with different • Calculating BSM
relationships • Average monthly sales for the season
• Places a heavy burden on • Total planned sales for the
bookkeeping activities season/Number of months in the
Inventory Pricing Systems season
• FIFO (first in, first out): Values inventory • Average stock for the season
based on the assumption that: • Total planned sales for the
• Oldest merchandise is sold before season/Estimated inventory
the more recently purchased turnover rate for the season
merchandise • Basic stock
• LIFO (last in, first out): Values inventory • Average stock for the season –
based on the assumption that: Average monthly sales for the
• Most recently purchased season
merchandise is sold first and the • Beginning-of-month stock at retail
oldest merchandise is sold last • Basic stock + planned monthly sales
• Advantage of the LIFO method: • The PVM is calculated as follows:
• Results in lower profits on the - BOM stock = Average stock for season X
income statement and lower income ½[1 + (Planned sales for the
taxes month/Average monthly sales)]
• Helps retailers in planning process • An absolute variation is simply the difference
• Accurately reflects replacement between start (base value) and the new (final
costs value) one. Eg. Base is12.37 and Final is 13.12,
CHAPTER 9: MERCHANDISE BUYING AND the difference is .75. Compute (.75/ 12.37
HANDING (base) x 100 = 6.06
Major Steps in Merchandise Buying and Handling • The PVM is followed when stock is stable.
• Merchandise management When stock does not change considerably,
• Analysis, planning, acquisition, the plan and monthly inventories are closer to
handling, and control of the monthly average.
merchandise investments of a retail • Calculating WSM
operation - Number of weeks to be stocked =
Merchandise Planning Number of weeks in the period/Stock
• Gross margin return on inventory turnover rate for the period
• Gross margin divided by average - Average weekly sales = Estimated total
inventory at cost sales for the period/Number of weeks in
• It is the gross margin percent the period
multiplied by net sales divided by - BOM stock = Average weekly sales X
average inventory investment Number of weeks to be stocked
• The SSM can be computed as follows: • Are sold to the same customer
- Average BOM stock-to-sales ratio for the group
season = Number of months in the • Fall within a given price range
season/Desired inventory turnover rate • Category management
Merchandise Control • Simultaneous management of:
• The SSM can be computed as follows: • Price, shelf-space
- Average BOM stock-to-sales ratio for the merchandising strategy,
season = Number of months in the promotional efforts, and
season/Desired inventory turnover rate other elements of the retail
• Open-to-buy (OTB) mix
• Dollar/Peso amount that a buyer can • Based on the firm’s goals, the
spend on merchandise without: changing environment, and
• Exceeding the planned consumer behavior
dollar/peso stocks
• Common buying errors
• Buying merchandise that is priced
either too high or too low for the
store’s target market
• Buying the wrong type of
merchandise or buying merchandise
that is too trendy
• Having too much or too little basic Constraining Factors
stock on hand • Dollar/Peso-merchandise constraints
• Buying from too many vendors • Retailers try to overcome the
• Failing to identify the season’s hot dollar/peso constraint by:
items early • Shifting the expense of carrying
• Failing to let the vendor assist the inventory back on the vendor
buyer by adding new items or new • Consignment (pay from scan)
colors to the existing mix • Vendor retains the ownership of
• Planning stock levels is affected when: the goods
• Sales for the previous month were • Vendor establishes the selling
lower or higher than planned price which is paid when the
• Reductions are higher or lower than goods are sold
planned • Helps reduce risk for seasonal
• Shipments of merchandise are products
delayed in transit • Extra dating: Allows the retailer extra
Inventory Planning or interest-free days before the period
• Converting peso plan into inventory plan of payment begins
• Optimal merchandise mix • Space constraints
• Contrasting factors • It is important to have enough empty
• Managing the inventory space to separate the distinct
• Using the item file to manage merchandise lines
inventory • Operation guides- Tell how much
• Conflicts in stock planning space should be between each fixture,
• Reviewing inventory performance rack, display, and so forth
Optimal Merchandise Mix • Merchandise-turnover constraints
• Merchandise line: Group of products that
are closely related because they:
• Are intended for the same end use
• Retailer must know how various • Line review - Taking data and summarizing
merchandise mixes will affect it to understand trends and fashion
inventory turnover • To be successful, buyers need to have both
• Market constraints creative and quantitative analysis
• Affect decisions on variety, breadth, capabilities
and depth Selection of Merchandising Sources
• Have a profound effect on how the • Following criteria should be considered by
consumer perceives the store the retailer
Managing Inventory • Selling history and consumers’
• Decisions pertaining to: perception of the manufacturer’s or
• When to order and reorder wholesaler’s reputation
inventory • Reliability of delivery, trade terms,
• Direct and indirect costs involved in and projected markup
maintaining the inventory • Quality of merchandise and after-
• Requires conducting physical audits sales service
• Forecasting the factors that will drive • Transportation time and
production and distribution costs distribution-center processing time
Using the Item File to Manage Inventory • Inventory carrying cost and net cost
• Requires the buyer make decisions • Country of origin and fashionability
pertaining to:
• How many items to create in the
system
• Linking new items to existing items,
where required
• Determining whether the item will
be displayed: Vendor Negotiations
• Everyday on permanent • Negotiation
store fixtures or will be a • Finding mutually satisfying solutions
special buy when the retailer and vendor have
• Replenishment conflicting objectives
• Buying or selling inventory • Types of discounts that can be
• Affects the merchandise budget negotiated
Conflicts in Stock Planning • Trade
• Maintaining a strong in-stock position on • Quantity
genuinely new items while: • Promotional
• Avoiding new products that fail in • Seasonal
the introductory stage • Cash
• Maintaining an adequate stock of the basic • Trade discount (functional discount)
popular items while: • Compensation for performing
• Having sufficient inventory dollars to certain wholesaling or retailing
capitalize on unforeseen services for the manufacturer
opportunities • Quantity discount
• Maintaining high inventory-turnover goals • Price reduction on purchase large
while maintaining high gross-margin goals quantities of merchandise
• Maintaining adequate selection for • Promotional discount
customers while not confusing them • Provided for performing an
• Maintaining space productivity and advertising or promotional service
utilization while not congesting the store for the manufacturer
Reviewing Inventory Performance
• Seasonal discount In-Store Merchandise Handling
• Provided for purchasing and taking
delivery of merchandise in the off-
season
• Cash discount
• Offered to the retailer for the
prompt payment of bills
• Quantity discount
• Noncumulative quantity discount:
Based on a single purchase
• Cumulative quantity discount: • To minimize the threat of hijacking:
Based on the total amount • Eliminate the retailer’s name from
purchased over a period of time the side of containers carrying the
• Free merchandise: Merchandise is cargo
offered in lieu of price concessions • Install electronic monitoring devices
• Cash discount on all shipment vehicles
• Types of future-dating negotiation • Screen all internal transportation
• End-of-month (EOM) dating personnel as well as third-party
• Middle-of-month (MOM) logistics personnel in each market
dating • Hire security personnel for each
• Receipt of goods (ROG) shipment
dating
• Extra (EX) dating
• Anticipation

Delivery Terms

Packaging
• Packaging display method
• Changes the cost
• Is negotiated as part of the price

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