МЕРЧЕНДАЙЗИНГ ДЛЯ ПРЕДПРИЯТИЙ РОЗНИЧНОЙ ТОРГОВЛИ
О программе
Содержание
Преподаватели
Продолжительность обучения: 24 уч. ч.
Для управляющих сетевыми магазинами, директоров магазинов, заведующих секциями, администраторов торгового зала, мерчендайзеров.
Понятие, цели и задачи мерчендайзинга для предприятий розничной торговли.
Изучение покупателя как основа мерчендайзинга.
- Маркетинговые исследования собственными силами.
- Определение процентного соотношения групп покупателей.
Связь управления ассортиментом с конкурентной стратегией розничного предприятия.
- Применение матрицы АВС и XYZ-анализа при управлении ассортиментом.
- Доля товарных категорий в продажах, %. Доля товарных категорий в прибыли, %.
- Показатели объема продаж (прибыли) на 1 м.погонный, 1м.кв., 1м.куб. Кривые продаж.
- Анализ ассортимента внутри товарной категории: торговые марки; SKU.
Распределение торговых площадей в соответствии со значением товарных групп.
- Виды планировок торгового зала.
- Показатели эффективности использования площади торгового зала: установочная площадь, коэффициент установочной площади, площадь выкладки (демонстрационная), коэффициент использования площади торгового зала под выкладку товаров.
- Распределение площади на основе объема продаж.
- Эластичность площади.
- Распределение площади в соответствии с рентабельностью товара.
- Сезонные изменения в размещении и выкладке ассортиментных групп.
- Методика формирования мультисекции.
Выкладка товаров.
- Концепции представления товаров.
- Принципы основной выкладки. Управление восприятием: обзор, доступность, наполненность полок, опрятность, привлекательность упаковок, определенное место на полке, правило распределения приоритетных мест.
- Виды выкладки.
- Акценты в выкладке.
- Правила построения дополнительных мест продаж.
Визуальные компоненты в магазине.
- Использование изображений, знаков, указателей и спецэффектов.
- Средства внутримагазинной рекламы: правила размещения рекламных материалов, правила размещения ценников.
- Компоненты атмосферы магазина: цвет, свет, запахи, звуки.
Планирование, проведение и оценка эффективности специальных акций в магазинах.
Обучение проводится с использованием практических кейсов, анализом конкретных ситуаций и решением практических задач.
Татьяна ЧердынцеваПервый заместитель директора БИЗНЕС-ШКОЛЫ XXI ВЕК-КОНСАЛТ, академический директор программы MBA General, бизнес-консультант, преподаватель программ по бизнес-стратегии, процессному управлению, HR-менеджменту.
Член рабочей группы по реализации «Конц
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NULL
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array(0) {
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["_parts":protected]=>
array(3) {
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string(7) "catalog"
[1]=>
string(4) "item"
[2]=>
string(7) "preview"
}
["_defaults":protected]=>
array(3) {
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string(7) "catalog"
["controller"]=>
string(4) "item"
["action"]=>
string(7) "preview"
}
["_requirements":protected]=>
array(0) {
}
["_values":protected]=>
array(0) {
}
["_wildcardData":protected]=>
array(0) {
}
["_staticCount":protected]=>
int(3)
["_isAbstract":protected]=>
bool(false)
["_matchedPath":protected]=>
NULL
}
}
["_currentRoute":protected]=>
string(5) "pages"
["_globalParams":protected]=>
array(0) {
}
["_chainNameSeparator":protected]=>
string(1) "-"
["_useCurrentParamsAsGlobal":protected]=>
bool(false)
["_frontController":protected]=>
*RECURSION*
["_invokeParams":protected]=>
array(1) {
["bootstrap"]=>
*RECURSION*
}
}
["_throwExceptions":protected]=>
bool(false)
}
["layout"]=>
object(Zend_Layout)#59 (16) {
["_container":protected]=>
object(Zend_View_Helper_Placeholder_Container)#57 (8) {
["_prefix":protected]=>
string(0) ""
["_postfix":protected]=>
string(0) ""
["_separator":protected]=>
string(0) ""
["_indent":protected]=>
string(0) ""
["_captureLock":protected]=>
bool(false)
["_captureType":protected]=>
NULL
["_captureKey":protected]=>
NULL
["storage":"ArrayObject":private]=>
array(0) {
}
}
["_contentKey":protected]=>
string(7) "content"
["_enabled":protected]=>
bool(true)
["_helperClass":protected]=>
string(43) "Zend_Layout_Controller_Action_Helper_Layout"
["_inflector":protected]=>
NULL
["_inflectorEnabled":protected]=>
bool(true)
["_inflectorTarget":protected]=>
string(15) ":script.:suffix"
["_layout":protected]=>
string(6) "layout"
["_viewScriptPath":protected]=>
string(50) "/mnt/vdb1/www/21vk.biz/application/layouts/scripts"
["_viewBasePath":protected]=>
NULL
["_viewBasePrefix":protected]=>
string(11) "Layout_View"
["_mvcEnabled":protected]=>
bool(true)
["_mvcSuccessfulActionOnly":protected]=>
bool(true)
["_pluginClass":protected]=>
string(36) "Zend_Layout_Controller_Plugin_Layout"
["_view":protected]=>
NULL
["_viewSuffix":protected]=>
string(5) "phtml"
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["db"]=>
object(Zend_Db_Adapter_Pdo_Mysql)#53 (12) {
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string(5) "mysql"
["_numericDataTypes":protected]=>
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int(0)
[1]=>
int(1)
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int(2)
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int(2)
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int(2)
["FLOAT"]=>
int(2)
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["_defaultStmtClass":protected]=>
string(21) "Zend_Db_Statement_Pdo"
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array(8) {
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string(9) "localhost"
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array(0) {
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["_fetchMode":protected]=>
int(2)
["_profiler":protected]=>
object(Zend_Db_Profiler)#49 (4) {
["_queryProfiles":protected]=>
array(0) {
}
["_enabled":protected]=>
bool(false)
["_filterElapsedSecs":protected]=>
NULL
["_filterTypes":protected]=>
NULL
}
["_defaultProfilerClass":protected]=>
string(16) "Zend_Db_Profiler"
["_connection":protected]=>
NULL
["_caseFolding":protected]=>
int(0)
["_autoQuoteIdentifiers":protected]=>
bool(true)
["_allowSerialization":protected]=>
bool(true)
["_autoReconnectOnUnserialize":protected]=>
bool(false)
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}
["_environment":protected]=>
NULL
["_optionKeys":protected]=>
array(5) {
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string(11) "phpsettings"
[1]=>
string(12) "includepaths"
[2]=>
string(9) "bootstrap"
[3]=>
string(12) "appnamespace"
[4]=>
string(9) "resources"
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["_options":protected]=>
array(5) {
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array(2) {
["display_startup_errors"]=>
string(1) "1"
["display_errors"]=>
string(1) "1"
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["bootstrap"]=>
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string(9) "Bootstrap"
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array(1) {
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array(1) {
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}
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["db"]=>
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string(11) "hjkau29sdkD"
["dbname"]=>
string(9) "pricessor"
["charset"]=>
string(4) "UTF8"
}
}
}
}
["_pluginLoader":protected]=>
object(Zend_Loader_PluginLoader)#7 (4) {
["_loadedPluginPaths":protected]=>
array(0) {
}
["_loadedPlugins":protected]=>
array(3) {
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string(41) "Zend_Application_Resource_Frontcontroller"
["Layout"]=>
string(32) "Zend_Application_Resource_Layout"
["Db"]=>
string(28) "Zend_Application_Resource_Db"
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["_prefixToPaths":protected]=>
array(1) {
["Zend_Application_Resource_"]=>
array(1) {
[0]=>
string(26) "Zend/Application/Resource/"
}
}
["_useStaticRegistry":protected]=>
NULL
}
["_pluginResources":protected]=>
array(3) {
["frontcontroller"]=>
object(Zend_Application_Resource_Frontcontroller)#12 (4) {
["_front":protected]=>
NULL
["_bootstrap":protected]=>
*RECURSION*
["_options":protected]=>
array(1) {
["params"]=>
array(1) {
["displayExceptions"]=>
string(1) "0"
}
}
["_skipOptions":protected]=>
array(2) {
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string(7) "options"
[1]=>
string(6) "config"
}
}
["layout"]=>
object(Zend_Application_Resource_Layout)#28 (4) {
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object(Zend_Layout)#59 (16) {
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object(Zend_View_Helper_Placeholder_Container)#57 (8) {
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string(0) ""
["_postfix":protected]=>
string(0) ""
["_separator":protected]=>
string(0) ""
["_indent":protected]=>
string(0) ""
["_captureLock":protected]=>
bool(false)
["_captureType":protected]=>
NULL
["_captureKey":protected]=>
NULL
["storage":"ArrayObject":private]=>
array(0) {
}
}
["_contentKey":protected]=>
string(7) "content"
["_enabled":protected]=>
bool(true)
["_helperClass":protected]=>
string(43) "Zend_Layout_Controller_Action_Helper_Layout"
["_inflector":protected]=>
NULL
["_inflectorEnabled":protected]=>
bool(true)
["_inflectorTarget":protected]=>
string(15) ":script.:suffix"
["_layout":protected]=>
string(6) "layout"
["_viewScriptPath":protected]=>
string(50) "/mnt/vdb1/www/21vk.biz/application/layouts/scripts"
["_viewBasePath":protected]=>
NULL
["_viewBasePrefix":protected]=>
string(11) "Layout_View"
["_mvcEnabled":protected]=>
bool(true)
["_mvcSuccessfulActionOnly":protected]=>
bool(true)
["_pluginClass":protected]=>
string(36) "Zend_Layout_Controller_Plugin_Layout"
["_view":protected]=>
NULL
["_viewSuffix":protected]=>
string(5) "phtml"
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["_bootstrap":protected]=>
*RECURSION*
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array(1) {
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["_skipOptions":protected]=>
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string(7) "options"
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string(6) "config"
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["db"]=>
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string(9) "PDO_MYSQL"
["_db":protected]=>
object(Zend_Db_Adapter_Pdo_Mysql)#53 (12) {
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int(1)
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int(2)
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int(2)
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int(2)
["_profiler":protected]=>
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["_enabled":protected]=>
bool(false)
["_filterElapsedSecs":protected]=>
NULL
["_filterTypes":protected]=>
NULL
}
["_defaultProfilerClass":protected]=>
string(16) "Zend_Db_Profiler"
["_connection":protected]=>
NULL
["_caseFolding":protected]=>
int(0)
["_autoQuoteIdentifiers":protected]=>
bool(true)
["_allowSerialization":protected]=>
bool(true)
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["_params":protected]=>
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string(9) "pricessor"
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string(4) "UTF8"
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["_isDefaultTableAdapter":protected]=>
string(1) "1"
["_bootstrap":protected]=>
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string(7) "options"
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string(6) "config"
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["_run":protected]=>
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string(15) "frontcontroller"
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string(7) "zfdebug"
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string(5) "cache"
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string(6) "layout"
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string(2) "db"
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["_started":protected]=>
array(0) {
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["_frontController":protected]=>
NULL
["_request":protected]=>
object(Zend_Controller_Request_Http)#50 (15) {
["_paramSources":protected]=>
array(2) {
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string(4) "_GET"
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string(5) "_POST"
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["_requestUri":protected]=>
string(24) "/pages/programma?pid=142"
["_baseUrl":protected]=>
string(0) ""
["_basePath":protected]=>
NULL
["_pathInfo":protected]=>
string(16) "/pages/programma"
["_params":protected]=>
array(4) {
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string(9) "programma"
["module"]=>
string(5) "pages"
["controller"]=>
string(5) "index"
["action"]=>
string(4) "show"
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["_rawBody":protected]=>
NULL
["_aliases":protected]=>
array(0) {
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["_dispatched":protected]=>
bool(true)
["_module":protected]=>
string(5) "pages"
["_moduleKey":protected]=>
string(6) "module"
["_controller":protected]=>
string(5) "index"
["_controllerKey":protected]=>
string(10) "controller"
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string(4) "show"
["_actionKey":protected]=>
string(6) "action"
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["_response":protected]=>
object(Zend_Controller_Response_Http)#61 (8) {
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array(0) {
}
["_exceptions":protected]=>
array(0) {
}
["_headers":protected]=>
array(0) {
}
["_headersRaw":protected]=>
array(0) {
}
["_httpResponseCode":protected]=>
int(200)
["_isRedirect":protected]=>
bool(false)
["_renderExceptions":protected]=>
bool(false)
["headersSentThrowsException"]=>
bool(true)
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["viewSuffix"]=>
string(5) "phtml"
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object(Zend_View)#43 (18) {
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["_useStreamWrapper":"Zend_View":private]=>
bool(false)
["_path":"Zend_View_Abstract":private]=>
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["helper"]=>
array(0) {
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["filter"]=>
array(0) {
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["_file":"Zend_View_Abstract":private]=>
NULL
["_helper":"Zend_View_Abstract":private]=>
array(0) {
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["_helperLoaded":"Zend_View_Abstract":private]=>
array(0) {
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string(5) "UTF-8"
["_lfiProtectionOn":"Zend_View_Abstract":private]=>
bool(true)
["_loaders":"Zend_View_Abstract":private]=>
array(2) {
["filter"]=>
object(Zend_Loader_PluginLoader)#39 (4) {
["_loadedPluginPaths":protected]=>
array(0) {
}
["_loadedPlugins":protected]=>
array(0) {
}
["_prefixToPaths":protected]=>
array(2) {
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array(1) {
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string(17) "Zend/View/Filter/"
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["Pages_View_Filter_"]=>
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["_useStaticRegistry":protected]=>
NULL
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["helper"]=>
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array(0) {
}
["_loadedPlugins":protected]=>
array(0) {
}
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string(17) "Zend/View/Helper/"
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["Pages_View_Helper_"]=>
array(1) {
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string(63) "/mnt/vdb1/www/21vk.biz/application/modules/pages/views/helpers/"
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}
["_useStaticRegistry":protected]=>
NULL
}
}
["_loaderTypes":"Zend_View_Abstract":private]=>
array(2) {
[0]=>
string(6) "filter"
[1]=>
string(6) "helper"
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["_strictVars":"Zend_View_Abstract":private]=>
bool(false)
["request"]=>
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["_paramSources":protected]=>
array(2) {
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string(4) "_GET"
[1]=>
string(5) "_POST"
}
["_requestUri":protected]=>
string(24) "/pages/programma?pid=142"
["_baseUrl":protected]=>
string(0) ""
["_basePath":protected]=>
NULL
["_pathInfo":protected]=>
string(16) "/pages/programma"
["_params":protected]=>
array(4) {
["id"]=>
string(9) "programma"
["module"]=>
string(5) "pages"
["controller"]=>
string(5) "index"
["action"]=>
string(4) "show"
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["_rawBody":protected]=>
NULL
["_aliases":protected]=>
array(0) {
}
["_dispatched":protected]=>
bool(true)
["_module":protected]=>
string(5) "pages"
["_moduleKey":protected]=>
string(6) "module"
["_controller":protected]=>
string(5) "index"
["_controllerKey":protected]=>
string(10) "controller"
["_action":protected]=>
string(4) "show"
["_actionKey":protected]=>
string(6) "action"
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}
["_helper":protected]=>
object(Zend_Controller_Action_HelperBroker)#47 (1) {
["_actionController":protected]=>
*RECURSION*
}
}
