MARKETING

ASSIGNMENT
CHAP 13 Retailing &
Wholesaling

Submitted to

Nawshin tabassum
Lecturer FBS,BUP

Submitted by
Zerin Anjum Khan Lora
B1506065, BBA 06 , SEC- A

RETAILING

& WHOLESALING

RETAILING
Retail marketing comprises the activities related to selling products to the
consumers through channels such as stores, malls, kiosks, vending machines, or
other fixed locations. In contrast, direct marketing to consumers attempts to
complete a sale through phone, mail, or web site sales.
In other words, All the activities included in selling goods or services directly to
final consumer for their personal use or non-business use is called Retailing
One who sells goods or commodities directly to consumers. These items are
purchased from the manufacturer or wholesaler and sold to the end user at a
marked up price

TYPES
RETAILERS
Specialty store
Departmental store
Supermarket
Convenience store
Discount store
Offprice retailer
Superstore

RETAILER MARKETING DECISIONS

Retailers are always searching for new marketing strategies to attract and hold
their customers .they face major marketing decisions about segmentation and
targeting, store differentiation and positioning and the retail marketing mix.
Retailers must first segment and define their target markets and then decide how
they will differentiate and position themselves in the market those that try to
offer something for everyone end up satisfying no market well. By contract
retailers define their target market well and position themselves strongly. A
retailers price policy must fit its target market and positioning, products and
services assortment and competition. Retailers use various combination of the 5
promotion tools Advertisement ,Personal Selling, Sales Promotion , PR and Direct
marketing to reach customers online, mobile and social media tools are playing an
ever- increasing role in helping retailers to engage customers.
Finally its very important that retailers select a proper location that is accessible to
the target market in areas that are consistent with the retailers positioning.

The Future of Retailing

Retailers have to choose target segments carefully, position themselves strongly,
and consider the following developments as they plan and execute their
competitive strategies

Non-store retailing

Retail convergence

Megaretailers

Retail technology

Global expansion

Retail stores as communities

WHOLESALING
A wholesaler is an intermediary entity in the distribution channel that buys in bulk
and sells to resellers rather than to consumers
In its simplest form, . All the activities involved in selling goods and services to
those buying for resale or business use.

A distributor performs a similar role but often provides more complex services.
Distributors and wholesalers often work together as channel partners. Firms
engaged in wholesaling activities are wholesalers.

TYPES
WHOLESALING
Merchant Wholesaler
Brokers and Agents
Manufacturers, Branches & offices
1. Full service
Sale brunches & offices
2. Merchants
Purchasing officers
3. Industrial distributers
4. Limited service
5. Cash & carry
6. Truck jobbers
7. Drop shippers
8. Rack jobbers
9. Producers cooperative
10. Mail order or web

1. Broker

1.

2. Agents

2.

3. Manufacturers agents
4. Selling agents
5. Purchasing agents
6. Commission merchants

WHOLESALERS MARKETING DECISIONS

Like retailers wholesalers should carefully choose target market and position
themselves strongly. Wholesalers must decide on product service and assortments,
prices, promotions and places. Progressive whole constantly watch for better ways
to meet the changing needs of their suppliers and their target customers. They
recognize that, in their long run, their only reason for existence comes from adding
value, which occurs by increasing efficiency and effectiveness of the entire
marketing channel. As with other types of marketers, the goal is to build value
adding customer relationship.

Here we looked into the two major intermediary marketing channel functions;
Retailing & Wholesaling. Their different types of retailing and wholesaling, their
marketing decisions etc.

TRENDS IN WHOLESALING

Resistance to price increases

Lack of suppliers

Changing customer needs

Adding value by increasing efficiency and effectiveness