Discussion about the retailing and marketing in retail management

2.  Philip Kotler:“Retailing includes all the activities
involved in selling goods or services to the final
consumers for personal, non business use.”
 The final step in the distribution of merchandise
for consumption by the end consumers.

3.  A social and managerial process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and value with others.: Kotler &
Armstrong
 Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large. : AMA

4. Obtaining demand
via :
 Price and pricing
 Advertising
 Personal selling
 Sales promotion
 Product planning
 Customer
segmentation
 Merchandise display
 Store location
Servicing demand
through :
 Transportation
 Logistics
 Warehousing
 Customer service
 Inventory control
 Order processing
 Merchandise handling
 Credit control

5.  Creation of demand
for goods & services
 Focus on overall
needs of customers’
needs and
satisfaction
 Emphasis on
customers
satisfaction
 Selling goods and
services
 Focus is on the
customer
 Emphasis on selling
and earning profit

6. Manufacturer
 Manufacturer - Wholesaler - Retailer - Consumer
 Manufacturer - Retailer - Consumer
 Manufacturer – Consumer
Retailer
 Promotion
 Product
 Price
 Place

7.  Customer: Marketing Research on Shopping
behaviour, brand choice and customer response.
 Advertising & Promotions
 Define target
 Merchandise display
 Location
 Pricing
 Sales Promotion
 Product Planning

8.  Retail Mix is the combination of factors retailer use
to satisfy customer needs and influence their
purchase decision.
 Retail Mix help in the carrying out of operations in
order to achieve the set goals.
 Address Customer Needs
 Formulate Strategy
 Coordinate Operations
 Respond to Competition