AGENDA

MARKETING CHANNELS

RETAIL MANAGEMENT
WHOLESALING

MARKETING CHANNELS

A marketing channel is set of interdependent organizations involved in the end to end process of making a product or service available for use or consumption.

FUNCTIONS

Gather information about potential and current customers. Place order with the manufacturers.

Assume risk connected with carrying out channel work.

Provide successive storage and movement of physical products. Oversee actual transfer of ownership from one organization/person to another.

INTERMEDIARIES
Marketing

intermediaries refers to resellers, physical distribution firms, marketing services agencies, and financial intermediaries.

These

are the people that help the company promote, sell, and distribute its products to final buyers

TYPES OF MARKET INTERMEDIARIES

Agents

Wholesalers

Distributors

Retailers

LEVELS OF MARKETING CHANNELS

CONSUMER MARKETING CHANNELS

15-8

INDUSTRIAL MARKETING CHANNELS

15-9

RETAILING
Retail

is the sale of goods and services from individuals or businesses to the enduser. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-todoor or by delivery.

RETAILING

STORE RETAILING

NON STORE RETAILING

TYPES OF RETAIL STORES

DEPARTMENT STORE DISCOUNT STORE SUPERMARKET CONVENIENCE STORE SPECIALITY STORE OFF PRICE RETAILER

TYPE OF NON-STORE RETAILING

DIRECT SELLING DIRECT MARKETING AUTOMATIC VENDING BUYING SERVICE

MARKETING DECISIONS
1. TARGET MARKET 2. PRODUCT ASSORTMENT 3. PROCUREMENT 4. PRICES 5. SERVICES 6. STORE ATMOSPHERE 7. LOCATION DECISION 8. COMMUNICATION

LEVELS OF RETAIL SERVICES

Self-service: The cornerstone of all discount stores, selfservice allows customers to save money by carrying out their own locate-compare-select process. Self-selection: Customers find their own goods, although they can ask for help. Limited service: These retailers carry more shopping goods, and customers need more information and assistance. The stores also offer services. Full service: Salespeople are ready to assist in the locatecompare-select process. The high staffing cost, the higher proportion of specialty goods, slower-moving items, and more services, add up to high-cost retailing.

RECENT TRENDS IN INDIA

Retailing has been considered as a sunrise industry.

It is the biggest contributor to the Indian GDP.

More and more players are venturing into the retail business in India to introduce new attractive retail formats like malls, supermarkets, discount stores, departmental stores and even changing the traditional look of the bookstores, chemist shops and furnishing stores. In India retail sector has been growing at a faster rate for last two years. One can conclude that Indian Retail Sector is creating huge employment opportunities in recent years.

FEW EXAMPLES OF RETAIL SECTOR

RETAIL-MARKET SIZE
The total retail sales in India will grow from US$ 395.96 billion in 2011 to US$ 785.12 billion by 2015 Indian retail sector accounts for 22 per cent of the country's gross domestic product (GDP) and contributes to 8 per cent of the total employment. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets, according to US consulting group AT Kearneys report published in June 2010

WHOLESALING

What is Wholesaling?

All the activities involved in selling goods and services to those buying for resale or business use. Wholesaler - those firms engaged primarily in wholesaling activity. Wholesalers buy mostly from producers and sell it to:

Retailers, Industrial consumers, and Other wholesalers.

WHOLESALINGS CHANNEL FUNCTION

Selling and promotion Buying assortment building Bulk breaking Warehousing Transportation Financing Risk breaking Market information

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