Principle of marketing ( Retailing and Wholesaling )

Mar 30th, 2015
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The notes include, Types of Retailers,which can be classified in terms of several characteristics like: 1. the amount of service they offer, 2. the breadth and depth of their product line, 3. relative prices they charge, and 4. how they are organized. Importance of Wholesalers, Types of Wholesalers, Measures to strengthen relationship between Manufacturers and Wholesalers, Solutions for Challenges faced by Wholesalers

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Retailing and WholesalingMAK Principles of MarketingDepartment of CommerceSchool of Business and EconomicsOutlineI. RETAILINGA. Types of Retailers1. Amount of Service2. Product Line3. Relative Prices4. Organizational ApproachB. Retail Marketing DecisionsC. Retail Marketing MixII. WHOLESALINGA. Importance of WholesalersB. Types of Wholesalers1. Merchant Wholesalers2. Agents and Brokers3. Manufacturers' sales Branches and OfficesC. Measures to strengthen relationship between Manufacturers and WholesalersD. Solutions for Challenges faced by WholesalersIII. CONCLUSIONIV. REFERENCESI. RETAILINGRetailing consists of all activities involved in selling products and services directly to the final consumer for personal use. Retailing plays an important role in most marketing channels because they account for major sales made to the final consumer.A. Types of RetailersRetail stores are of different shapes and sizes. They can be classified in terms of several characteristics like:1. the amount of service they offer, 2. the breadth and depth of their product line, 3. relative prices they charge, and 4. how they are organized.1. Amount of ServiceRetailers may offer any of the following three service levels to meet different type of service required by the customers:a. Self-service retailers who serve customers that are willing to carry out their own 'locate-compare-select' process to save time or money. This type of service level i

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