Lecture on Retailing and Promotion Mix www.AssignmentPoint.com

CONTENTS RETAILING MEANING DEFINTION FEATURES FUNTIONS TYPES PROMOTION MIX TOOLS FACTORS

RETAILING

MEANING WHAT IS RETAILER ? NOT POSSIBLE FOR A MANUFACTURER TO SELL HIS GOODS DIRECLTY NEED FOR NETWORK OF DISTRIBUYION MOST IMPORTANT LINK SURIVAL IN THE MARKET WARMTH OF HUMAN HEART SAFE BUSINESS

DEFINTION “ Retailing includes all activities directly related to the sale of goods or services to the ultimate consumer for personal, non – business use.” - W.J. STANTON

FEATURES LOCAL IN CHARACTER SERVICES AND CONVENIENCES PERSONAL SELLING PLAYS AN IMPORTANT ROLE CLOSE CONTACTS ACT AS A LINK

FUNCTIONS PROVIDE GOODS PROVIDE CREDIT FACILITY GUIDE CUSTOMERS PROVIDE WIDE CHOICE CONSUMERS DEMAND ASSUME RISK OF LOSS MARKET INFORMATION

TYPES OF RETAILING POPULARITY OF NON – STORE RETAILERS (A) AUTOMATIC VENDING MACHINES (B) DIRECT SELLING (C) ON – LINE SHOPPING

CONTI…. 2. SHOPPING MALLS 3. EXCLUSIVE JOINTS

CONTI…. 4. SUPERMARKETs 5. HYPERMARKETS

CONTI…. 6. SECONDS STORE 7. FRANCHISING

CONTI…. 8. PLUS SIZE STORES 9. SPECIALITY STORES

CONTI…. 10. SELF – SERVICE STORES

PROMOTION MIX

MEANING Promotion is one of the elements of marketing mix. It is used to inform, persuade and remind people about the firm and its product. Promotion is a strong technique to influence the feelings, beliefs and behavior of the consumers. Promotion is necessary for the competition.

DEFINITION “ PROMOTION MIX IS THE COMBINATION OF PROMOTION TOOLS USED BY A COMPANY TO COMMUNICATE WITH ITS AUDIENCES.”

TOOLS OF PROMOTION MIX Advertising Personal selling Sales promotion Publicity Public Relations

FACTORS INFLUENCING PROMOTION MIX Types of customers Nature of the market Nature of the product Market position of the firm Product life cycle Availability of capital Availability of sales force System of distribution