Beata Anna Kolankiewicz
Principles of Marketing-MKT 100
Dr. Ella Carter
November 27, 2011
1. Identify the type of retailer that Nordstrom's is classified as. Describe the characteristics it shares with other retailers of this type. Nordstrom is a prominent retailer that can be found in most major metropolitan cities. It was founded in 1901 by two partners, John W. Nordstrom and Carl F. Wallin who began selling shoes in the Seattle, Washington area. Today, Nordstrom operates over 180 retail locations across the country. (Gross & Salamie, n.d.) Although Nordstrom targets a more upscale clientele, it is still considered a large independent department store that offers a broad assortment of shopping and specialty goods such as apparel, shoes, jewelry, cosmetics, fragrances and accessories for women, men and kids. Department stores are those retailers that carry a broad array of merchandise, such as clothing, fragrances, cosmetics, housewares, electronics and even furniture. Each class of good is sold in its own department which is headed by a buyer that runs the department. The buyer in each department has many responsibilities including selecting what goods are sold in his/her department, promotions and even hiring employees. The buyer is very important because the skill with which they perform their job can directly affect the sales volume for the department. For example, the buyer for the men’s department must stay abreast of the upcoming fashion trends for men so they offer merchandise that the consumer will want. (Lamb, Hair, Jr, & McDaniel, 2010, p.229) Nordstrom operates very similarly to other department stores such as Macy’s, Neiman Marcus, Saks 5th Avenue and Dillard’s, not only in offering a wide variety of merchandise, but also in providing a very high level of customer service. As with the other department stores, each of Nordstrom’s departments is treated separately with respect to buying centers. Each group operates independently from one another, headed by a buyer who is responsible for the types and quality of merchandise sold as well as any promotions that may be used. Nordstrom is noted to be one of the largest U.S. department stores of its type that prides itself on giving its customer the ultimate experience when they shop in one of their stores. The company president, Eric Nordstrom, is quoted as saying that they want the customer’s experience to be “aspirational”.
2. Describe Nordstrom's level of service on the continuum from full service to self-service. Give an example of a store that would be on the opposite end of the continuum and explain their differences. Nordstrom is on the continuum level from full service to self-service because it bends over backwards to make the customer happy. Nordstrom’s service can be regarded as incredibly high. With their business strategy based on “greed on love” as the case study explains, their entire focus is on the customer. Nordstrom’s salespeople are taught to imagine themselves in each one of its customer’s shoes. This has proven to be tremendously successful as they often build longtime customer relationships that Nordstrom believes in. Salespeople exchange business cards, set up future shopping dates and call customers when new merchandise comes in. Salespeople at Nordstrom do everything possible and beyond to give the customer impeccable customer service. A salesperson that gives individual attention to customers like assisting a customer with one leg that wants the sale of only one shoe is on a self-service level. The level of full-service entails salespeople that assist customers with locating products that cannot be found within their store as well as with their exchange policies that ask no questions in customers making returns. Moreover, Nordstrom’s generous exchange policy will even allow exchanging items that the store did not sell. Nordstrom takes pride in trying to...
References: Gross D Salamie D E Gale Directory of Company Histories: Nordstrom, IncGross, D., & Salamie, D. E. (n.d.). Gale Directory of Company Histories: Nordstrom, Inc. Retrieved November 23, 2011, from http://www.answer.com /topic/nordstrom-inc
Jacobson R R Salami D E Gale Directory of Companies Histories: the Neiman Marcus Group, IncJacobson, R. R., & Salami, D. E. (n.d.). Gale Directory of Companies Histories: the Neiman Marcus Group, Inc. Retrieved November 23, 2011, from http://www.answer.com /topic/neiman-marcus
Lamb C W Hair Jr J F McDaniel C 2010 MarketingLamb, C. W., Hair, Jr, J. F., & McDaniel, C. (2010). Marketing (Custom ed.). Mason, Ohio: South-Western, a part of Cengage Learning.
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