Philip Kotler:“Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non business use.”

The final step in the distribution of merchandise for consumption by the end consumers.

A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.: Kotler & Armstrong

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. : AMA

Obtaining demand via :

Price and pricing Advertising Personal selling Sales promotion Product planning Customer

segmentation Merchandise display Store location

Servicing demand through :

Transportation Logistics Warehousing Customer service Inventory control Order processing Merchandise

handling Credit control

Creation of demand for goods & services

Focus on overall needs of customers’ needs and satisfaction

Emphasis on customers satisfaction

Selling goods and services

Focus is on the customer

Emphasis on selling and earning profit

Manufacturer Manufacturer - Wholesaler - Retailer -

Consumer Manufacturer - Retailer - Consumer Manufacturer – Consumer

Retailer Promotion Product Price Place

Customer: Marketing Research on Shopping behaviour, brand choice and customer response.

Advertising & Promotions Define target Merchandise display Location Pricing Sales Promotion Product Planning

Retail Mix is the combination of factors retailer use to satisfy customer needs and influence their purchase decision.

Retail Mix help in the carrying out of operations in order to achieve the set goals.

Address Customer Needs Formulate Strategy Coordinate Operations Respond to Competition