This document defines retailing, wholesaling, and logistics. Retailing involves selling goods directly to consumers for personal use and includes activities like assembling, storing, packing, advertising, selling, and granting credit. There are different levels of retailers from self-service to full service. Retail management decisions include targeting markets, product mix, store image, pricing, promotion, and place. Wholesaling involves selling goods to businesses for resale and includes assembling, warehousing, transporting, financing, risk bearing, grading, packing, advertising, selling, and providing market information and services. Logistics involves planning and controlling the flow of materials and goods from origin to use to meet customer needs profitably and includes functions like

1. RETAILING

2. MEANING & DEFINITION
 ACC. To Philip Kotler, “Retailing includes all
activities involved in selling goods or services
directly to the final consumer for their
personsal, non business use.”

3. FUNCTIONS OF A RETAILER
1) Assembling goods
2) Storing
3) Standardizing & Grading
4) Packing & marking
5) Advertising & Sales promotion
6) Selling
7) Risk bearing
8) Grant of credit facilities
9) Personal service
10) Market information

4. LEVELS OF RETAILERS
1) Self-service
2) Self-selection
3) Limited service
4) Full service

5. RETAIL MANAGEMENT
DECISIONS
1) Target Market
2) Product Mix/Line
3) Store Image
4) Pricing Decision
5) Promotion Decision
6) Place Decision

6. WHOLESALING
 Acc. To Philip Kotler, wholesaling includes “all
activities involved in selling goods or services
to those who buy for resale or for business
use”.
 In the words of William Stanton, wholesale
trade includes “The sale, and all activities
directly incident to the sale, of products or
services to those who are buying for resale or
for business purpose”.

7. FUNCTIONS OF A
WHOLESALER
1) Assembling & buying
2) Warehousing
3) Transporting
4) Financing
5) Risk bearing
6) Standardization & Grading
7) Packing of goods
8) Advertising & sales promotion
9) Selling of goods
10) Market information
11) Maintaining price level
12) Providing services & counselling

9. DEFINITIONS OF LOGISTICS
 The word logistics has originated from the
Greek word logistics & the Latin word
logisticus, meaning the science of computing
& calculating.
 Philip Kotler defines logistics as “Planning,
implementing & controlling the physical flows
of materials & finished goods from the point of
origin to point of use to meet the customers
need at a profit.”

10. LOGISTICS FUNCTIONS
1) Order processing
2) Inventory management
3) Warehousing
4) Transportation
5) Material handling & storage system
6) Logistical packaging
7) Information