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Chapter  9 Trading-Area Analysis RETAIL  MANAGEMENT: A STRATEGIC APPROACH,   9th Edition BERMAN   EVANS
Chapter Objectives ,[object Object],[object Object],[object Object]
Chapter Objectives_2 ,[object Object],[object Object],[object Object],[object Object]
Location, Location, Location ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9.1 Importance of  Location to Esprit
Choosing a Store Location Step 1: Evaluate alternate geographic (trading) areas in terms of residents and existing retailers Step 3: Select the location type Step 2: Determine whether to locate as an isolated store or in a planned shopping center Step 4: Analyze alternate sites contained in the  specific retail location type
Trading-Area Analysis ,[object Object]
Benefits of Trading Area Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9.2 The Trading Areas of Current and Proposed Outlets
GIS Software ,[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9.3a  The TIGER Map Service
Figure 9.3b  The TIGER Map Service
Figure 9.4  GIS Software in Action - A
Figure 9.4  GIS Software in Action - B
Private Firms Offering  Mapping Software ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9.5 The Segments of a Trading Area
Figure 9.6 Delineating Trading-Area Segments
The Size and Shape of  Trading Areas ,[object Object],[object Object],[object Object]
Destinations versus Parasites ,[object Object],[object Object],[object Object],[object Object],[object Object]
Trading Areas and Store Type Largest TRADING AREAS Smallest Department stores Supermarkets Apparel stores Gift stores Convenience stores
Figure 9.7 Carrefour Shanghai
The Trading Area of a New Store ,[object Object],[object Object],[object Object],[object Object]
Computerized Trading-Area Analysis Models Analog Model Regression Model Gravity Model
Reilly’s Law ,[object Object]
Limitations of Reilly’s Law ,[object Object],[object Object],[object Object]
Huff’s Law ,[object Object]
Table 9.1 Chief Factors to Consider in Evaluating Retail Trading Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Population Size and Characteristics
Table 9.1 Chief Factors to Consider in Evaluating Retail Trading Areas ,[object Object],[object Object],[object Object],Availability of Labor
Table 9.1 Chief Factors to Consider in Evaluating Retail Trading Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Closeness to Sources of Supply
Table 9.1 Chief Factors to Consider in Evaluating Retail Trading Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],Economic Base
Table 9.1 Chief Factors to Consider in Evaluating Retail Trading Areas ,[object Object],[object Object],[object Object],[object Object],Competitive Situation
Table 9.1 Chief Factors to Consider in Evaluating Retail Trading Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],Availability of Store Locations
Table 9.1 Chief Factors to Consider in Evaluating Retail Trading Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],Regulations
Figure 9.8 Analyzing Retail Trading Areas
Elements in Trading-Area Selection Population  Characteristics Economic Base Characteristics Nature and Saturation of Competition
Figure 9.9 The Census Tracts of  Long Beach, NY
Table 9.3 Selected Population Statistics for Trading Areas A and B

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Trading-Area Analysis