Marketing management

1. UNIT-4

2. MANAGING RETAILING
The origin off word retail is related with the French word
“”Retaillier” which means to break the bulk or to cut the piece off.
In the process of distribution, the products move from the
manufacturers to the final customers. several intermediaries or
middlemen are involved in this process and the retailers are the last
ones.
Retailers directly offer the firm’s product to the customers and thus
link the customers with the manufacturer. they collect feedback from
the customers directly and convey it to the manufacturers

3. According to Cundiff and still:-
“Retailing consists of all those activities
involved in selling directly to ultimate consumers”.
According to Mc. Carthy:-
“Retailing is selling to final consumer products
to householders”.

4. Functions Of Retailing:-
Sorting Breaking Bulk Holding Stock
Supplementary
Services
Channel Of
Communication
Transport And
Advertising
Services

5. Importance Of Retailing
1). Importance Of Producers
And Wholesalers:-
Selling Goods
Assessing Consumer’s Taste
And Preferences
Promoting A New Products
2). Importance of consumers
:-
Variety Of Goods
Demand Creation
Distribution
Credit Facility
Personal Services
Sale On Approval

6. 3).Importance For The Society:-
Support To Economic Growth
Facilitating Mass
Consumption
Contribution To Other
Business On Employment
Sustaining Market
Equilibrium.

7. Trend In Retailing
Big Brand Establishing The Outlets In India
Changing Dynamics
Rise In Young Working People
Emerging Omni-channel Retailing
Adoption Of Modern Management Practices
Large Format Retailing
Integrated And Dedicated Distribution Systems

8. Challenges In Indian Retailing
Poor infrastructure
Absence of skilled employees
Threat of substitutes
Bargaining power of suppliers
Bargaining power of buyers
Intensity of competition
Absence of data integrity
Failure to select an appropriate location
Extreme shrinkage

9. MANAGING WHOLESALING

10. A comprehensive process of selling goods and services to the
people who buy those goods or services for business use or
resale is called as wholesaling.
The entire activity of wholesale does not
include retailers, farmers and manufacturers as they are
basically involved in protection production activities .A
wholesaler is a person who is Engaged in the wholesaling
activities.

11. According to Philip Kotler:-
“wholesaling consists of the sale and all
activities in selling goods or services to those who buy for
resale or business use”.
According to American Marketing Association:-
“wholesalers sell to retailers or other merchants and Or
industrial, institutional and commercial users but they do not
sell in significant amounts to ultimate consumers”.

12. Importance Of Wholesaling
1) Importance For Retailers
• Promotion
• Market Information
• Financial Aid
2) Importance Of Manufacturers
• Salesforce For Retailers
• Reducing Inventory Costs
• Avoiding Credit Risks
• Market Information

13. Functions of wholesalers
Sales And Promotion
Buying And Assortment Building
Bulk Breaking
Warehousing
Transportation
Financing
Risk Bearing
Market Information

14. Managing Logistics

15. Objective Of Logistics
Improving Customer Service.
Speedy Response.
Decreasing Costs Of Total Distribution.
Least Product Damages .
Generating Place And Time Utilities.
Stability Of Costs .
Inventory Reduction.

16. Components Of Logistics: Market
Logistics Decisions
Order Processing
Stock Or Inventory
Management/Control
Material Handling
Warehousing Transportation Customer Services

17. Importance of logistics