Microsoft Word marketing doc

Grading and Packing
: Grading is the process of sorting out the stock 
in terms of different sizes, quality, shapes etc. They divide the large lots 
into smaller lots and repack to suit the requirements of retailers. 
(vii) 
Market Information
: Wholesalers provide relevant and up-to-date 
information to the retailers and manufacturers by collecting information 
from retailers about changes in consumer tastes, fashions, habits, etc. and 
pass it on to the manufacturer. He also gives information to the retailers 
about the new type of goods arrived into the market. 
(viii) 
Pricing
: Wholesaler undertakes the responsibility of fixing the price of 
a product of market conditions demand for it. 
(ix) 
Promotion
: Wholesaler performs advertising and sales promotion 
activities on behalf of the company to promote the sale of the products. 
(x) 
Dispersion and Selling
: Wholesaler undertakes the responsibility of 
dispersion of goods when retailers buy from him. He has his own sales 
force to obtain the orders from retailers and deliver the goods to them. 
Retailer : 
The term retailer has been derived from the French word “Retailer” 
which means to “cut again”. A retailer cuts bulk purchases into small lots to 
sell the goods to the ultimate consumers. He is the last link between the final 
user and the wholesaler or the producer. 
According to Prof. William J.Stanton, retailing includes all activities 
directly related to the sale of goods and services to the ultimate consumers for 
personal or non-business use. 

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Functions of Retailers 
:
Retailers perform a number of functions such as : 
(i)
Buying and Assembling
: The retailer has to buy and assemble large 
varieties of stock of products from the manufacturer or wholesaler to 
meet the varied and small requirements of the large number of 
customers. 
(ii)
Warehousing
: The retailer acts as a purchasing agent of consumers 
and saves them from the trouble of purchasing goods in bulk and storing 
them. Retailers own warehouse makes possible to have adequate and un-
interrupted supply of goods to the consumers. 
(iii)
Selling 
: The retailer is considered as a selling agent of manufacturer/ 
wholesaler and buying agent of consumers. He offers goods at 
convenient location, displays them and offers choice to the consumers. 
(iv)
Risk 
: The risk of loss may arise due to fire, flood, cyclone, earth quake, 
spoilage, theft and deterioration due to changes in weather conditions, 
fashions etc. Apart from this, he also undertakes the risk arising out of 
change in prices. 
(v)