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What Is Retailing.

Retailing involves marketing consumer goods and services directly to individuals for personal or family use. A retailer performs several key functions including buying goods from wholesalers, storing inventory, selling products directly to consumers, grading and packing items, bearing risks associated with unsold goods, transporting products, financing purchases for customers, promoting sales, and advising consumers. Retailers can be classified as store-based retailers which operate from a fixed location, non-store based retailers which sell goods and services outside of a traditional store, and service-based retailers which sell professional services to customers.

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Kyla Joy Traya - Jatico
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34 views1 page

What Is Retailing.

Retailing involves marketing consumer goods and services directly to individuals for personal or family use. A retailer performs several key functions including buying goods from wholesalers, storing inventory, selling products directly to consumers, grading and packing items, bearing risks associated with unsold goods, transporting products, financing purchases for customers, promoting sales, and advising consumers. Retailers can be classified as store-based retailers which operate from a fixed location, non-store based retailers which sell goods and services outside of a traditional store, and service-based retailers which sell professional services to customers.

Uploaded by

Kyla Joy Traya - Jatico
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1. What is retailing.

=Retailing involves all activities required to market consumer goods and services to ultimate consumers who
are purchasing for individual or family needs. ... They simply focus their offering to appeal to individual
consumers, knowing that some businesses may also choose to purchase from them.

2. What are the functions of a Retailor?

1. Buying: A retailer buys a wide variety of goods from different wholesalers after estimating customer demand. He
selects the best merchandise from each wholesaler and brings all the goods under one roof. In this way, he performs the
twin functions of buying and assembling of goods.

2. Storage: A retailer maintains a ready stock of goods and displays them in his shop.

3. Selling: The retailer sells goods in small quantities according to the demand and choice of consumers. He employs
efficient methods of selling to increase his sales turnover.

4. Grading and Packing: The retailer grades the goods which are not graded by manufacturers and wholesalers. He packs
goods in small lots for the convenience of consumers.

5. Risk-bearing: A retailer always keeps stock of goods in anticipation of demand. He bears the risk of loss due to fire,
theft, spoilage, price fluctuations, etc.

6. Transportation: Retailers often carry goods from wholesalers and manufacturers to their shops.

7. Financing: Some retailers grant credit to customers and provide the facility of return or exchange of goods. In some
cases, home delivery and after sale service are provided by retailers.

8. Sales promotion: A retailer displays goods. He carries out publicity through shop decoration, window display, etc. He
maintains direct and personal contacts with consumers. He persuades consumers to buy goods through personal selling.

9. Information: Retailers provide knowledge to consumers about new products and uses of old products. They advise
and guide consumers in better choice of goods. They also provide market information to wholesalers and manufacturers.

3. Enumerate and discuss the different Classifications of Retailing Formats. Give examples for each
one.

Store Based=retailersare the most prevalent form of retailing. Store-based retailer a retailer that


operates and conducts business from a fixed location 5. 6 General-Merchandise Retailers. A general-
merchandise retailer sells merchandise as well as different kinds of services

Non-Store Based=retailing is the selling of goods and services outside the confines of a retail facility.
It is a generic term describing retailing taking place outside of shops and stores that is, off the premises
of fixed retail locations and of markets stands

Service Based=In the service-based business, customers purchase the skills of a service provider or


owner, such as a plumber or lawyer, This type of business has a strong emphasis on the client
relationship and makes the customer's user experience very important

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