Why is retail marketing important? Retailing dominates the supply chain: goods and service flow from manufacturers or service providers to consumers. Where consumers are large in number and are widely distributed, the role of retailers becomes crucial. Retailers serve as a connecting link between the wholesalers and consumers. A retailer performs the dual functions of buying and assembling of goods. The responsibility of a retailer is to identify the most economical source for obtaining the goods from the suppliers and passing on the advantages to the consumer. The retailers perform the functions of warehousing and storing. Retail marketing is the process of bringing a product directly to customers in a retail store. It involves the planning, promotion, and presentation of a product. The four gold standards of the keyword are product, price, place and promotion. It has 3 major types as follows; store based, non- store based and services detailing.

Abhijith S

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