Retailing value-adding  -

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question: Retailing value-adding  -explain in a paragraph-  (150 words)

Retailing – a set of business activities that adds value to the products and/or services sold to consumers for their personal or family use.
- A retailer is a business that sells products and/or services to consumers
for personal or family use.
What is Retailing?
► Can be store-based or non-store based
► Retailing is the LAST PART of the supply-chain system
► Retailing is the closest link to consumers
► The “power” of retailing for negotiation is increasing by the year
► Provide the right merchandise or service, with the right quality, price, and location to the final customer.
► Retailing involves the sale of merchandise from a fixed location, such as a store, for direct consumption by the customer.
► Retailing creates value for their customers through convenience, timing, information and lifestyle support.
The Retailer’s Role in a
Supply Chain
► Retailers are the final business within a supply chain which links manufacturers to consumers.
► A Supply Chain is a set of firms that make and deliver a given set of goods and services to the ultimate consumer.
►  Wholesalers buy and store merchandise in large quantities from manufacturers and then resell the merchandise (usually in smaller quantities) to retailers.

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