Q:
Managing retailing, wholesaling and market logistics :
What are the essential characteristics of retailing?
Answer
a.Direct interaction with customers: The retailer acts as the final link between the organisation and its customer. The retailer knows his customer better than anyone. He even suggests the customer what to purchase and allows him credit facilities to encourage frequent buying behaviour in the customer.
b.Small purchases: The customer purchases goods in small lots from the retail stores. So there are frequent visits to the retail store by the customer.
c.Instrument of marketing communication: via which information about the product is disseminated to the needy customers
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