Session-37 (Contd.) Retailing and Wholesaling Principles of marketing.

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Presentation transcript:

Session-37 (Contd.) Retailing and Wholesaling Principles of marketing

What is Retailing? Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use.

Table 16.1 Major Retailer Types Specialty store Department store Supermarket Convenience store Discount store Off-price retailer Superstore Catalog showroom

Levels of Retail Service Self service Self selection Limited service Full service

Nonstore Retailing Direct selling Direct marketing Automatic vending Buying service

Retailers’ Marketing Decisions Target market Product assortment Procurement Prices Services

Retailers’ Marketing Decisions (cont.) Store atmosphere Store activities Communications Locations

Wholesaling Functions Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counseling