Kirov

Title
Table of Contents
Introduction
Objectives of the Study
1.0 Background of the Company
1.1 Company Details
1.2 Nature of the Business
1.3 stock surface/Number of Outlets
1.4 Location
VMG
1.5 Statement of Goals & Objectives
Marketing Performance Objectives
Financial Objectives
social Objectives
Personal Objectives
1.6 Target Market Definition
1.7 environmental Analysis
Major Environmental Forces
SWOT Analysis

2.0 Operations Management
2.1 Customer Service
High Quality Service
family relationship Retailing
? Financial Benefits
? Social Benefits
Customer Service
? MDSE Management
? Building and Fixture Management
? Promo Management
? footing Management

? Credit Management
? Pre-transaction Service
o Convenient Hours
o Information Aids
? dealing Services
o Credit
o Layaway
o Gift Wrapping & Packaging
o Check Cashing
o Personal Shopping
o production Availability
o Personal Selling
o gross sales
? Post-transaction Service
o Complaint Handling
o Merchandise Returns

2.2 Customer Service Mix
Retailers Characteristics
Competition
Type of Merchandise
expenditure Image
Target Market Income
Cost of Services

3.0 Retail Sales Management
3.1 billet of Salesperson
3.2 Salesperson Selection
3.3 Salesperson Training
3.4 Evaluation of Sales People

4.0 The Retail Sales Process
4.



1 Prospecting
4.2 Approach
4.3 Sales Presentation
4.4 Closing the Sale
4.5 Suggestion Selling

5.0 The CS & Sales sweetening Audit
5.1 Basic Service
? Customer Contact
? Salesperson-Initiated Contact
? Customer Acknowledgement

5.2 Salesmanship
? Merchandise Knowledge
? Needs Clarification
? busy Selling
? Suggestion Selling

5.3 Sales Enhancement
? Impulse Purchasing
6.0 Store Layout & Design
6.1 Objectives of the Store Environment
? Store Image
? Space Productivity

6.2 Store Planning
? Floor Planning
? Circulation
? Shrinkage Prevention

6.3 Fixtures & MDSE Presentation
? Fixtures
? MDSE Presentation
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