Retail marketing Essay Example | Topics and Well Written Essays - 2250 words

Retail marketing - Essay ExampleThey take small supplies from the suppliers and then sell them in an open market. They study to keep their eyes on every aspect of the market. In fact they be the real salesmen of the products. The normal buyer goes to the retailers for shopping. A normal buyer does non have access to the manufacturers or the suppliers. Simply, a retail shop is the last place in the chain of selling the products that is from the producer to the consumer. Before analyzing the marketing strategies to be adopted by retailers we need to understand what the retailers and public relationship actually are and what their functions are. This will make us capable enough to make some strategies for the retailers to achieve soundly PR coverage. RETAILERS Business dictionary defines retailers as A business or person that sales goods to the consumers, as opposed to a wholesaler or supplier who commonly sell their goods to a nonher business. A place where a retailer commences bu siness is known as retail store or departmental store. A departmental store is defined as The department store is characterized by a store with wide variety and deep assortment and good direct of customer service. An example is the shopping center to attract consumers who value comfort, safety, quality, famous brands and greater variety of options in specialty stores. The variety stores are those that offer a wide variety of products and limited services and low prices. They sell similar products that could be found in department stores, but usually are not brands, or brands of self-standard of quality and service system is self service (Kotler, 2000, p. 129) There are certain characteristics of retailers that make them different from producers and whole sellers. They are like they have it off in different varieties of the products where as producers produce the products of their brand only. Retailers have a very limited and small percentage of total consumers and they try to sati sfy consumers by providing different types of the products and acting as a bridge between the producers and the consumers. Retailers establish and maintain a permanent contact with the consumers and they purchase as well as sell small quantities of the many products. Retailers perform different functions for different stake holders. They may include functions for the consumers, suppliers, and manufacturers. The main general functions include sale of goods and establishing a good relationship with the consumers. A retailer acts as a middle man between producers and the consumers. Moreover he acts as an advisor to both the supplier and the buyer. He also acts as a marketing agent for different companies as he attracts consumers by briefing them about different products. The functions that are specifically performed for the customers are provision of a good stock of different finished products and maintaining enough stock of the goods to fulfill desirable demand of the normal consumers . A retailer does not bind himself to sale the products of some specific producer he even sales products of two competitors. Hence he offers a variety of products to the consumers. Nowadays close of the retailers also offer free home delivery service and very few of them charge for such a service. In case of any brand or dissatisfaction from the products purchased, a retailer offers after sales