190 likes | 208 Views
Lecture on Retailing and Promotion Mix www.AssignmentPoint.com. CONTENTS. RETAILING MEANING DEFINTION FEATURES FUNTIONS TYPES PROMOTION MIX MEANING DEFINTION TOOLS FACTORS. RETAILING. MEANING. WHAT IS RETAILER ? NOT POSSIBLE FOR A MANUFACTURER TO SELL HIS GOODS DIRECLTY
E N D
Lecture on Retailing and Promotion Mix www.AssignmentPoint.com
CONTENTS • RETAILING • MEANING • DEFINTION • FEATURES • FUNTIONS • TYPES • PROMOTION MIX • MEANING • DEFINTION • TOOLS • FACTORS
MEANING • WHAT IS RETAILER ? • NOT POSSIBLE FOR A MANUFACTURER TO SELL HIS GOODS DIRECLTY • NEED FOR NETWORK OF DISTRIBUYION • MOST IMPORTANT LINK • SURIVAL IN THE MARKET • WARMTH OF HUMAN HEART • SAFE BUSINESS
DEFINTION • “ Retailing includes all activities directly related to the sale of goods or services to the ultimate consumer for personal, non – business use.” - W.J. STANTON
FEATURES • LOCAL IN CHARACTER • SERVICES AND CONVENIENCES • PERSONAL SELLING PLAYS AN IMPORTANT ROLE • CLOSE CONTACTS • ACT AS A LINK
FUNCTIONS • PROVIDE GOODS • PROVIDE CREDIT FACILITY • GUIDE CUSTOMERS • PROVIDE WIDE CHOICE • CONSUMERS DEMAND • ASSUME RISK OF LOSS • MARKET INFORMATION
TYPES OF RETAILING • POPULARITY OF NON – STORE RETAILERS
MEANING • Promotion is one of the elements of marketing mix. It is used to inform, persuade and remind people about the firm and its product. Promotion is a strong technique to influence the feelings, beliefs and behavior of the consumers. Promotion is necessary for the competition.
DEFINITION • “ PROMOTION MIX IS THE COMBINATION OF PROMOTION TOOLS USED BY A COMPANY TO COMMUNICATE WITH ITS AUDIENCES.”
TOOLS OF PROMOTION MIX • Advertising • Personal selling • Sales promotion • Publicity • Public Relations
FACTORS INFLUENCING PROMOTION MIX • Types of customers • Nature of the market • Nature of the product • Market position of the firm • Product life cycle • Availability of capital • Availability of sales force • System of distribution