1. Lecture on Retailing and Promotion Mix www.AssignmentPoint.com

2. CONTENTS RETAILING MEANING DEFINTION FEATURES FUNTIONS TYPES
PROMOTION MIX
TOOLS
FACTORS

3. RETAILING

4. 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

5. 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

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

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

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

9. CONTI….
2. SHOPPING MALLS
3. EXCLUSIVE JOINTS

10. CONTI….
4. SUPERMARKETs
5. HYPERMARKETS

11. CONTI….
6. SECONDS STORE
7. FRANCHISING

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

13. CONTI….
10. SELF – SERVICE STORES

14. PROMOTION MIX

15. 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.

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

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

18. 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