MARKETTING MANAGEMENT

1. M.Satheesh Kumar
BBA-B
Ayya Nadar Janaki Ammal
College

2. Retailing
Retailing is a distribution process, in which all the activities
involved in selling the merchandise directly to the final customer are
included. It encompasses sale of goods and services from the point
of purchases to the end user, who is going to use the product.

3. Characteristics of Retailer
◊ Retailers have a direct contact to the customers they are know the
requirement of the customer.
◊ Retailer sell goods for not resale, but for ultimate use by
consumers.
◊ Retailers buy are sell goods in small quantities.
◊ Retailers requires a small amount of capital to start the business.
◊ Retailers generally deal with different varieties of goods.

4. Functions of Retailers
● Buying and assembling of goods
● Storage of goods
● Credit facility
● personal services
● Risk bearing
● Display of goods
● Supply of information

5. Types of Retail trade
Retail Trade
small scale retail trade Large scale retail trade
Itinerants Fixed shop
Department stores Multiple shops Super Bazzar

6. Advantages of Departmental Store
● Convenience of shopping
● Wide choice of product
● Economics of large scale purchase
● Mutual advertisement
● Efficient management

7. Limitations of Departmental Store
● Heavy Investment
● Distance from residential areas
● High cost of operation
● High price
● Lack of personal attention