Friday, October 26, 2012

Guwahati University - Semester V


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
(a) 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.
(b) Non-store relating – (i) Direct Marketing, (ii) Automatic Vending, (iii) Mail Order Business, (iv) Tele-Shopping, (v) Mobile Retailing, (vi) E-Marketing.
(c) Decision making in retail trade.
Unit-6 : 15
(a) 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.
(b) Market Logistics – Meaning and objectives, market –logistic decisions– under processing, warehousing, inventory, transportation.
Suggested Books:
1. Chetan Bhagat, Retail Management, OXFORD.
2. Berman & Evans, Retail Management, Pearson Education
3. Abhijit Das, Mall Management Eastern Book Company.
4. Rajagopal, Marketing Management, Vikas Publishing House.
5. Philip Kotler, Marketing Management, PHI India Pvt. Ltd. New Delhi.
6. R.L. Varshney & S.L. Gupta, Marketing Management, Sultan Chand & Sons, New Delhi.
7. H Peeru Mohammed & A. Sagadevan

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