RETAIL MARKETING

UNIT - II
FUNCTIONS OF RETAIL MARKETING :
FUNCTIONS OF EXCHANGE:
BUYING
ASSEMBLING
SELLING
FUNCTIONS OF PHYSICAL SUPPLY:
TRANSPORTATION
STORAGE & WAREHOUSING
FACILITATING FUNCTIONS:
FINANCING
RISK TAKING STANDARDIZATION& GRADING
MARKET INFORMATION
FUNCTIONS OF EXCHANGE :
BUYING :
A BUYING PROCESS IS THE SERIES OF STEPS THAT A CONSUMER WILL
TAKE TO MAKE A PURCHASING DECISION. BUYING IS DONE BY
MANUFACTURER,WHOLESELLER ,RETAILER,CONSUMER.
ASSEMBLING:
A MANUFACTURER MAY BUY DIFFERENT KINDS OF RAW MATERIALS FROM
DIFFERENT SOURCES AND KEEP THESE IN HIS STORES. A TRADER ALSO BUYS
GOODS FROM DIFFERENT MANUFACTURERS AND KEEPS THESE IN HIS SHOP TO BE
SOLD TO CONSUMERS.
SELLING: 
RETAIL IS THE PROCESS OF SELLING GOODS DIRECTLY TO THE
CONSUMER, USUALLY IN A SHOP OR ONLINE.

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FUNCTIONS OF PHYSICAL SUPPLY:
TRANSPORTATION:
 TRANSPORTATION IS IMPORTANT FUNCTION OF MARKETING.
TRANSPORTATION PROVIDES THE PHYSICAL MEANS OF CARRYING GOODS AND PERSONS
FROM ONE PLACE TO ANOTHER.
STORAGE AND WAREHOUSE:
STORAGE IS AN IMPORTANT MARKETING FUNCTION, WHICH
INVOLVES HOLDING AND PRESERVING GOODS FROM THE TIME THEY ARE PRODUCED
UNTIL THEY ARE NEEDED FOR CONSUMPTION.
THERE ARE TWO TYPES OF STORAGE AVAILABLE

THEY ARE;
COLD STORAGE
DRY STORAGE
FACILITATING FUNCTIONS:
FINANCING:
RETAIL FINANCE IS THE OFFERING OF CREDIT FACILITIES OR STAGE
PAYMENTS TO SUITABLE CREDITWORTHY CUSTOMERS. A NUMBER OF
BORROWERS ARE CURRENTLY FINDING IT DIFFICULT TO SECURE DEVELOPMENT
AND INVESTMENT FUNDING FROM TRADITIONAL SOURCES.
RISK TAKING STANDARDIZATION AND GRADING:
 IMPLIES THAT THE DIFFERENT UNITS OF THE COMMODITY ARE OF
A SPECIFIED AND UNIFORM QUALITY. IT FACILITATES SALE OF GOODS THROUGH
DESCRIPTION AND INCREASES THE CONFIDENCE OF CONSUMERS. GRADING : IT
REFERS TO THE PROCESS OF DIVIDING PRODUCTS INTO CLASSES MADE UP OF
UNITS POSSESSING SIMILAR CHARACTERISTICS.
MARKET INFORMATION:
MARKET INFORMATION INCLUDE PLACE
SIZE,LOCATION,CHARACTERISTIC OF MARKET.
TRANSPORTATION:

LAND TRANSPORTATION

ROAD TRANSPORTATION

WATER TRANSPORTATION