Студопедия

КАТЕГОРИИ:


Архитектура-(3434)Астрономия-(809)Биология-(7483)Биотехнологии-(1457)Военное дело-(14632)Высокие технологии-(1363)География-(913)Геология-(1438)Государство-(451)Демография-(1065)Дом-(47672)Журналистика и СМИ-(912)Изобретательство-(14524)Иностранные языки-(4268)Информатика-(17799)Искусство-(1338)История-(13644)Компьютеры-(11121)Косметика-(55)Кулинария-(373)Культура-(8427)Лингвистика-(374)Литература-(1642)Маркетинг-(23702)Математика-(16968)Машиностроение-(1700)Медицина-(12668)Менеджмент-(24684)Механика-(15423)Науковедение-(506)Образование-(11852)Охрана труда-(3308)Педагогика-(5571)Полиграфия-(1312)Политика-(7869)Право-(5454)Приборостроение-(1369)Программирование-(2801)Производство-(97182)Промышленность-(8706)Психология-(18388)Религия-(3217)Связь-(10668)Сельское хозяйство-(299)Социология-(6455)Спорт-(42831)Строительство-(4793)Торговля-(5050)Транспорт-(2929)Туризм-(1568)Физика-(3942)Философия-(17015)Финансы-(26596)Химия-(22929)Экология-(12095)Экономика-(9961)Электроника-(8441)Электротехника-(4623)Энергетика-(12629)Юриспруденция-(1492)Ядерная техника-(1748)

To Stew Leonard, the distinction between a supermarket and an amusement park is slight, and not necessarily useful




Text B

Business Principle: Supermarket Shopping Should Be Fun

“Everyone feels supermarket shopping is drudgery,1” Mr. Leonard said in an interview in his office overlooking the selling floor. “I try to make it fun”.

Mr. Leonard clearly has the most fun greeting customers, and most are delighted to see him. As he made his way through the produce2 section during the interview, Dr. Shelley Dreisman of Westport, Connecticut, happily shook his hand, but her daughter, Emily, age six, shyly turned away. “She only wants to shake hands with the cow,” Dr. Dreisman explained.

That cow, it turns out, is often Mr. Leonard, too. When the burdens of running a $100 million business seem too great, he puts on a cow suit he keeps in his office closet and goes out and hugs customers…

Outside the store, in the parking lot, there is a petting zoo, a collection of live barnyard animals including geese, calves, baby goats, and sheep.

Even the petting zoo serves several purposes. Mr. Leonard talks of it as an afterthought. When he sought to buy the property twenty years ago, the elderly woman, who owned it insisted on keeping her farm animals on it.

Now, farmers lend him baby animals, which he periodically exchanges for younger models. The farmers like the arrangement because the animals come back well fed. Mr. Leonard pays for part of their diet, but the animals also get food from shoppers, who buy it in the store.

 

Notes:

1. unpleasant work;

2. fruits and vegetables.

 

Text C

Business Principle: Listen to the Customer

Stew Leonard elicits opinions from his supermarket customers through monthly customer interviews, called focus groups, and a suggestion box. Every day over 100 suggestions are received, typed up, and distributed to the appropriate departments. He tries out many of these suggestions, even if they seem unlikely.

According to Mr. Leonard, two recent pieces of success came from customer ideas put into the suggestion box.

One was to sell strawberries loose, like tomatoes, in the big flat trays from the farm, not in plastic one-pint (0.551 liter) baskets.

The produce manager said that if the strawberries were set out loose, people would eat them and the leftovers would never sell. He turned out to be right, but customers who can choose strawberries individually will drop them into plastic bags without watching the total, Mr. Leonard discovered, and some will buy twelve dollars worth. Sales tripled.

Then there were the turkey dinners. Mr. Leonard was selling them with vegetable and stuffing1, fresh but refrigerated, at $5.59 each, and roasting just three turkeys a day in the store’s kitchens to keep up with demand. A customer suggested selling them at the hot-food2 bar, a growing part of the business; so he did, and demand jumped to twenty-one turkeys a day.

But some customers said they did not like paying $2.99 a pound for the gravy mixed in, or that the gravy had too many calories. Others said there was not enough gravy. So he started putting the gravy on the side3, and demand rose to more than fifty turkeys a day.

 

Notes:

1. filling made of bread and spices;

2. area inside the store where hot food is sold;

3. in a separate container.

Stew Leonard’s Fact Sheet

1. Beginning the Business A. The Leonard Family Dairy 1. Stew’s father   2. Stew’s childhood and youth     B. Changing Times 1. New roads     2. New kinds of dairies   C. Designing the Dairy Store 1. Factory-outlet store     2. Disneyland store 2. Business Principle: Supermarket Shopping Should Be Fun   A. Stew Leonard’s Role 1. Greeting customers     2. Entertaining customers     B. The Petting Zoo 1. History     2. Business Purposes 3. Business Principle: Listen to the Customer   A. Ways of Eliciting Suggestions     B. The Strawberry Suggestion 1. A change in packaging     2. Advantages and Disadvantages     3. Effect on sales   C. The Turkey Suggestions 1. A change in packaging; effect on sales   2. A further change on packaging; effect on sales  

 

Look at the Stew Leonard's Approach to Supermarket Sales. What do you think about his ideas of running the business.

Stew Leonard's Approach to Supermarket Sales

Dealing with Customers

1. "Our mission is to create happy customers."

2. "The customer who complains is our friend."

3. "It's five times harder to find a new customer than it is to keep an old one".

 

Marketing the Product

4. "Lower the price and sell the best. Word of mouth (personal recommendations) will do the rest.

5. "Pile it (the product) high and watch them buy."

6. "If you wouldn't take it home to your mother, don't put it out for our customers."

Managing Employees

7. "Hire people more for their attitudes than for their skills or intelligence."

8. "Management by appreciation: appreciate your customers, employees, and suppliers."

 

C. Interpreting Information

Speak on the following issues:

1. Too much entertainment in a supermarket could decrease sales.

2. Price is more important than the entertainment in attracting shoppers that will consistently return to a supermarket.

3. Employees at Stew Leonard’s probably work harder than those at other large supermarkets.

4. When sales are slow, Stew Leonard’s is less likely to pay attention to customer suggestions.




Поделиться с друзьями:


Дата добавления: 2014-11-16; Просмотров: 761; Нарушение авторских прав?; Мы поможем в написании вашей работы!


Нам важно ваше мнение! Был ли полезен опубликованный материал? Да | Нет



studopedia.su - Студопедия (2013 - 2024) год. Все материалы представленные на сайте исключительно с целью ознакомления читателями и не преследуют коммерческих целей или нарушение авторских прав! Последнее добавление




Генерация страницы за: 0.013 сек.