市场营销课件Masters Lec 1 Intro to B.ppt

Introduction to Buying and Merchandising Corinna Budnarowska Unit Aim This unit emphasises the functional decision making processes necessary in a buying department of a typical retail organisation. The unit aims to develop an understanding of the main issues in buying and merchandising and recognises the strong linkages and differences between the two functions. The unit provides sound underpinning for those who wish to progress within a career in either of these roles. The unit will also be able to examine the role of buying and merchandising across different retail sectors and experience some of the practices and processes involved. Learning Outcomes Having completed this unit the student is expected to: Analyse industry data, appraise findings and propose and evaluate alternative approaches to product selection and merchandising activity Discuss the rationale for, and implications of buying decisions Demonstrate the complexity of new product development and identify when it is appropriate for an organisation Demonstrate an understanding of the category management approach to product management Discuss the issues involved in a global supply chain Apply the objectives and concepts of the merchandise planning process and subsequent range development Demonstrate how the buying and merchandising function can improve efficiency and profitability through effective range planning, supply chain management and informed merchandise planning Consider the ethical implications of range planning and supply chain management within a retail organisation. What we will cover Please see the work plan for the unit on MyBU under the ‘unit information’ section for our daily schedule and an overview of what the unit will cover. In summary we will define and discuss the functions of: Buying Merchandising Supply Chain Management (SCM) / Logistics Putting Buying Merchandising as a function into a retail context Often one Head Office / Management department Within the department b