Gap Analysis Enables a company to compare its actual performance against its potential performance, and then determine the areas in which it must improve.

Generic Brands No-frills goods stocked by some retailers. These items usually receive secondary shelf locations, have little or no promotion support, are sometimes of less overall quality than other brands, are stocked in limited assortments, and have plain packages.

Geographic Information Systems (GIS) Combine digitized mapping with key locational data to graphically depict such trading-area characteristics as the demographics of the population, data on customer purchases, and listings of current, proposed, and competitor locations.

Geographic Mapping A technique used by retailers in evaluating the trading area of a store. With it, a firm learns the distances people are apt to travel to get to a store, the population density of the geographic area surrounding the store, and the travel patterns and times from various sites.

GIS See Geographic Information Systems.

GMROI See Gross Margin Return on Investment.

Goal-Oriented Job Description Enumerates a position's basic functions, the relationship of each job to overall goals, the interdependence of positions, and information flows.

Goods Retailing Focuses on the sale of tangible (physical) products.

Goods/Service Category A retail firm's line of business.

Graduated Lease Calls for precise rent increases over a specified period of time.

Gravity Model A computer site-selection model based on the premise that people are drawn to stores that are closer and more attractive than competitors'.

Gray Market Goods Brand-name products purchased in foreign markets or goods transshipped from other retailers. They are often sold at low prices by unauthorized dealers.

Gridiron Traffic Flow See Straight Traffic Flow.

Gross Margin The difference between net sales and the total cost of goods sold. Also known as Gross Profit.

Gross Margin Return on Investment (GMROI) Shows the relationship between total dollar operating profits and the average inventory investment (at cost) by combining profitability and sales-to-stock measures.

Gross Profit The difference between net sales and the cost of goods sold. Also known as Gross Margin.

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