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Pavitar Parkash Singh, Lovely Professional University Unit 14: Contemporary Issues in Store Management

Unit 14: Contemporary Issues in Store Management Notes

CONTENTS
Objectives
Introduction
14.1 Legal and Ethical Issues in Retailing
14.1.1 Copyright
14.1.2 Trademarks
14.2 Careers in Retailing
14.2.1 Employment Potential through Retailing
14.2.2 Building Career in Retailing
14.2.3 Training and Development in Retail

14.3 Diversification
14.4 Online Retailing
14.5 Summary
14.6 Keywords
14.7 Review Questions
14.8 Further Readings

Objectives

After studying this unit, you should be able to:

Define legal and ethical issues in retailing
Discuss copyright
Describe trademark
Elaborate on careers in retailing

Explain online retailing
Introduction

Retail innovation impacts the entire marketing channel, from manufacturers to retail employees,
franchisors to international distributors, and Internet marketers to final consumers. Increased
global expansion, a reemphasis on relationship building, and the explosive growth of e-commerce
have transformed all facets of retailing. An era of new relationships among consumers, retailers,
and their partners is emerging. Global markets and innovative forms of multichannel retailing
demand a fresh look at the dynamics of today’s retailing environment. By simultaneously
extending their brands, their retail channels, and their markets, retailers create new ways of
developing and evaluating strategies.

For instance, consumers in a growing number of global markets now choose between local,
national, and global brands. As a result, consumers establish preferences based on the countries-
of-origin and country-specific characteristics of products that retailers carry. Fundamentally,
country-specific brands can represent many things to consumers in various emerging global

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