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Thursday, November 12, 2009

Retail Marketing Notes

The word 'Retail' is derived from a French word with the prefix re and the
verb tailer meaning "to cut again". Evidently, retail trade is one that cuts off smaller portions from large lumps of goods. It is a process through which goods are
transported to final consumers. In other words, retailing consists of the activities
involved in selling directly to the ultimate consumer for personal, non-business
use. It embraces the direct-to-customer sales activities of the producer, whether
through his own stores by house-to-house canvassin g or b y mail-order business.
Manufacturers engage in retailing when they make direct-to-consumer sales
of their products th rough their own stores (as Bata and Carona shoe companeis,
D.C.M. Stores, Mafatlals and Bombay Dyeing) by d oor-to-door canvass, or mail
order or even on telephone. Even a wholesaler engages in retailing when sells directly to an ultimate consu mer, although his main business may still be wholesaling.

A retailer is a merchant or occasionally an agent or a business enterp rise,
whose main business is selling directly to ultimate consumers for non-business use.
He performs many marketing activities such as buying, selling, grading, risk-trading, and developing info rmation about cusotmer's wants. Aretailer may sell infrequently to industrial users, but these are wholesale transactions, not retail sales. If over one half of the amount of volume of business comes from sales to ultimate consumers, i.e. sales at retail, he is classified as a retailer. Retailing occurs in all marketing channels for consumer products.

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