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According to Philip Koltler:

´ Retailing includes all the activities involved in
selling goods or services to the final consumers
for personal , non-business use. A retailer or
retail store is any business enterprise whose
sale volume comes primarily from retailing.µ
  

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´ Retailer·s sell small quantities of items in
frequent basis
´ Retailer·s attempt to provide convenience in
terms of location, payment and credit facilities ,
range of merchandise, after sales service , etc.
´ Retailers offer selection
´ The retailers interface with the customers is
predominately service based, often with social
interaction and interpersonal sale techniques
masking the sophistication of computer-based
ordering ,stocking and transaction system.
´ Retailers set up in business to trade with the
general public
´ They normally charge higher prices than would
a wholesaler.
´ They use various pricing policies

´ The retailers bear the different kind of risk to

the manufacturers and the wholesaler.
 
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Form utility

Õustomers
Ownership point of Time utility
utility view

Place utility
 Task
1. Identifying the customer ¶s needs and
buying patterns for a store·s retail offer.
2. Analyzing marketing opportunities.
3. Translating needs into products
(assortments and store layouts).
4. Determining the retail product·s value to
the customer at different seasonal
periods.
5. Making the product available.
6. Informing and motivating the customer.
Retail marketing function
Marketing research and EPOS data mining.
Analyzing and selection of target markets
(segmentation) and understanding
buyer/supplier relationships.
Retail product planning and formulation as
well as merchandise and stock management.
Pricing policy-management to provide value .
Establish distribution outlets, inventory
systems, location analysis.
Promotion signage and in-store display.
Transactional Marketing Relationship Marketing

1. short-term orientation 1. Long term orientation.

2. ´Meµ oriented 2. ´weµ oriented
3. Focus on result of a sale as the is the end 3. Focus on retention and repeat sales
of the process. 4. Stress on creating positive relationships
4. Emphasis on persuasion to buy 5. Providing trust and service
5. Need to win , manipulation 6. Partnership and co-operative to minimize
6. Stress on conflict inherent in achieving a defection and provide longer-term
transaction. relationship.




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Behaviors of
consumers

Socio Behaviour of
economic competition
environment

State of Behaviour of
technology channel

Legal and
ethical system
 
 

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´ Large and increasing contribution to GDP
´ Economic importance more visible
´ Major employer
´ Retailers as gatekeepers
´ Retailers diversifying their activities
´ Organizations growing on a international scale
´ Size of operations allowing for supply chain control
´ Blurring of areas of retail to include wider area of
business activity


 

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Manufacturer Manufacturer Manufacturer

Wholesaler Wholesaler

Retailer

Õonsumer Õonsumer Õonsumer



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´ Store over saturation

´ Increasing consolidation and shakeouts

´ Marketing to smaller niches

´ Rapid Globalization

´ Increased Demand for value and service

´ Database-Driven Marketing

´ Use of technology
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´ Retail differentiation:
´ Significant losses/ damage during shipping

´ Õustomer insight, allocation and assortment

techniques.
´ Õustomer experience, value vs price
,aspiration, innovation, accessibility of
supplier·s brand.


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´ Socio-economic factors
´ Õhanging income profiles

´ The changing role of women and the evolving

family structure.
´ The changing consumption basket

´ Increased credit friendliness

´ Geographical dispersion of market potential



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´ Social responsibility
´ Global consumer growth

´ Õommoditisation run amok

´ Rise of ¶long tail· retailing

´ The fight to plant the flag in India

´ Retail investments in services

´ Emerging market investment in developed

retailers
´ Multi-channel integration
 
 
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  Specialty store

‘yper market

Super market

Mall

Online retailing