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    Retailing

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    Gerlene Dinglasa
    This document discusses retailing and defines it as any business entity selling products and services directly to consumers. Some key characteristics of retailing mentioned are small order sizes but many customers, requiring a large product assortment. Retailers ensure availability and visibility of products. Consumers select retailers based on factors like price, location, product selection, special services offered, and helpful salespeople. Retailers perform marketing functions to make products available and help create value through services, personnel, store location and format.

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    Retailing

    Uploaded by

    Gerlene Dinglasa
    41 views2 pages
    This document discusses retailing and defines it as any business entity selling products and services directly to consumers. Some key characteristics of retailing mentioned are small order sizes but many customers, requiring a large product assortment. Retailers ensure availability and visibility of products. Consumers select retailers based on factors like price, location, product selection, special services offered, and helpful salespeople. Retailers perform marketing functions to make products available and help create value through services, personnel, store location and format.

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    This document discusses retailing and defines it as any business entity selling products and services directly to consumers. Some key characteristics of retailing mentioned are small order sizes but many customers, requiring a large product assortment. Retailers ensure availability and visibility of products. Consumers select retailers based on factors like price, location, product selection, special services offered, and helpful salespeople. Retailers perform marketing functions to make products available and help create value through services, personnel, store location and format.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    41 views2 pages

    Retailing

    Uploaded by

    Gerlene Dinglasa
    This document discusses retailing and defines it as any business entity selling products and services directly to consumers. Some key characteristics of retailing mentioned are small order sizes but many customers, requiring a large product assortment. Retailers ensure availability and visibility of products. Consumers select retailers based on factors like price, location, product selection, special services offered, and helpful salespeople. Retailers perform marketing functions to make products available and help create value through services, personnel, store location and format.

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    RETAILING 4.

    Special Services (home delivery, special orders, gift wrap) 


    WHAT IS RETAILING ?  5. Helpful Salespeople (polite, knowledgeable, fast) 
    6. Fairness in dealings ( honesty, return privileges)
     According to English Dictionary, “Retail” is derived from the term
    “Retailer” which seems to be a French word meaning “to break the WHAT DOES THE RETAILER DO TO ENSURE STICKINESS IN HIS
    CONSUMERS?
    bulk” The term retailer also implies that he deals directly with the end
    FUNCTIONS OF RETAILING INCLUDE:
    user or consumer.

    SOME OF THE OTHER CHARACTERISTICS OF RETAIL TRADE ARE: o Performing marketing functions that enable them to make available
    a wide variety of products to the consumers. 
     The order sizes tend to be small but many o Helping create time, place and possession utility. 
     The retailer caters to a wide variety of customers and hence has to o Adding form utility such as when a clothing retailer alters a trouser
    keep a large assortment of goods.  to fit a consumer. 
     A lot of buying in the retail outlet could be on impulse and hence o A retailer’s services also help create an image for the products he
    managing inventory is critical.  sells. 
     The retailer’s strengths are in ensuring availability and visibility of the o A retailer add value to products through: 
    product he sells – true for the corner grocer or the supermarket.  The services they offer such as credit, delivery, extended store
    hours. 
    Definition of Retailing 
     The personnel they hire who help identify and solve customer
    Any business entity selling products and services to consumers is problems. 
    “RETAILING”. The goods may sold in shop, in person by malls, on the
    internet. Telephone or vending machines.   The store’s location, perhaps near other stores or in a bazaar
    to facilitate comparison shopping.
    Retailing includes all the activities involved in selling or renting consumer
    product and services directly to ultimate consumers for their personal or
    home consumption. A retail firm can be classified according to: 

    HOW DO CONSUMERS DECIDE WHICH RETAILER TO BUY FROM? A


    CONSUMER SELECTS A RETAILER BASED ON THE FOLLOWING 1. Form of ownership sole ownership, partnership, corporation,
    FACTORS:  consumer co-operatives. 
    2. Operational structure independent, chain, franchise. 
    1. Price (value offered, credit, special discounts)  3. Service and price orientation full service, limited service normal
    2. Location ( Convenience, parking , safety, stores nearby)  margin, discounter, off-price. 
    3. Product Selection (width and depth assortment, brands, quality) 
    4. Merchandise offering general, mass or specialty, merchandise
    depth refers to the number of brands, model or styles carried for
    each products category. 
    5. Where the sale takes place in the store or non-store.

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