FUNCTIONS OF RETAIL MARKETING

BY RONNY VARGHESE MBA SCMS

Retailing;
According to Philip Kotler, Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non-business use Derived from the French word Retaillier piece or to break bulk to cut of a

Functions of a Retailer
Customers point of view Economic point of view Form5 Time Place Ownership

Basic Functions
 Sorting  Breaking bulk  Holding stock  Channel of communication  Storage  Advertising  Additional services.

Sorting
Collecting an assortment of goods from different sources. Buying them in sufficiently large quantities. Selling them to consumers in small units. Add to the value of the products

 Customers are able to choose from a wide range of designs, sizes and brands from just one location Specialize in types of assortment offered and the market

Breaking Bulk

Holding Stock

Additional Services
Ease the selling process Adds value to the products. After-sales service Dealing with consumer complaints Providing product guarantees Offer credit and hire-purchase facilities To answer queries and provide additional information

Channel of Communication
Customers are communicated through
Advertisements Salespeople Display

Manufacturers are communicated for

Learn of sales forecasts Delivery delays Customer complaints.