505: Customer Relations
& Retail Trade Management
Marks: 80
Unit-1: 10
Introduction –
Meaning of CRM, significance of CRM, Strategies for building relationship,
Relationship based pricing schemes, Developing Total Care Programmes, Reasons
for Losing Customers.
Unit-2: 10
Building Customer
Relationship – Customer acquisition, Inputs and Requisites for effective
acquisition, Customer interaction routes, Factors influencing customer
interaction and customer relation process.
Unit-3: 15
CRM Process –
Introduction, Objectives and benefits of CRM process, Implementation of CRM
business transaction, CRM process of marketing organization.
Information
Technology and Customer Relationship Management, Key requirements for CRM,
Market Dynamics relating to CRM channels of customers’ interaction, Necessity to
adopt CRM.
Unit-4: 15
Retail Marketing
– meaning, Characteristics, Importance of retailing, traditional retail scene
in India, Factors affecting high retail growth in India.
Three basic takes
of relating – (a) get customer into your stores, (b) Covert them into
customers, (c) Operate as efficiently as possible.
Theories of
Retail Evolution – Cyclical Theories – Wheel of Retailing Theory and Accordian
Theory and Evolutionary Theories – Direct Process Theory and natural Selection Theory.
Globalization of
retailing environmental analysis. Retailing – responding to demographic trends.
Retail Structure
–ownership pattern.
Unit 5: Types of
Retail Stores: 15
Store Retailing –
(i) Development Stores, (ii) Supermarkets, (iii) Convenience Stores, (iv)
Discount Stores, (v) Catalogue Store. (vi) Malls – History of Malls, Types of malls,
growth of Malls in India, Dynamics among stakeholders of a Mall, mall management
terminology.
Non-store
relating – (i) Direct Marketing, (ii) Automatic Vending, (iii) Mail Order Business,
(iv) Tele-Shopping, (v) Mobile Retailing, (vi) E-Marketing.
Decision making
in retail trade.
Unit-6 : 15
Concept of Tenant
Mix–Meaning and concept, tenant mix plan, managing retail tenant mix, Issue
considered in evolving tenant mix, policies for managing tenant mix.
Market Logistics
– Meaning and objectives, market –logistic decisions– under processing,
warehousing, inventory, transportation.
Suggested Books:
Chetan
Bhagat, Retail Management, OXFORD.
Berman
& Evans, Retail Management, Pearson Education
Abhijit
Das, Mall Management Eastern Book Company.
Rajagopal,
Marketing Management, Vikas Publishing House.
Philip
Kotler, Marketing Management, PHI India Pvt. Ltd. New Delhi.
R.L.
Varshney & S.L. Gupta, Marketing Management, Sultan Chand & Sons, New Delhi.
H
Peeru Mohammed & A. Sagadevan
Post a Comment
Kindly give your valuable feedback to improve this website.