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Retail and Channel Management - Assignment Example

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A market comprises of buyers and sellers. Retailing and channeling are both concepts commonly used in marketing. According to Bhatia, (2008),…
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Download file to see previous pages Typical channel marketing methods used include direct selling or selling through a reseller. The act of retailing comes in when a producer delivers goods to consumers through a reseller. Delivery of goods from the production premises to the market goes through some stages involving different parties. The typical steps of a supply chain start with the delivery of goods from the producer to a wholesaler. A wholesaler buys goods from the producer in large quantities only to sell them to the retailers. A retailer comes in at the end of a supply chain where it sells goods to consumers in small quantities. A retail store may be involved is some channeling activities, which may include delivery of goods from their main store to other small outlets or to consumer environments. In the modern business arena, retail industry is growing at a tremendous pace. Recent commerce statistics shows that the retail industry will hit a $13 206 billion by the year 2015.
Just like any other business and marketing concepts, the acts of retailing and channeling require management services. This brings us to the context of retail and channel management. All management activities involve the process of planning, organizing, leading, directing and controlling the involved processes. According to Neelesh (2008), the process of retail and channel management entails the acts of planning, organizing and directing the delivery and supply of goods from the retail stores to the end users. Retail management refers to all the integrated processes which facilitate procurement of the desired goods and services by a consumer. Retail management incorporates the management and marketing concepts in achieving the goal of effective provision and delivery of goods to the end users. An efficient retail management exercises accomplish the result of making customers’ shopping experience exciting. According to Nicholas (2005) & Gary (2005), channel ...Download file to see next pagesRead More
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