Overview of Retailing (BRL-101)

Pricing objectives differ by business goals. Any three are:

1. Profit objective: set price to achieve target profit/ROI.
2. Market share objective: use lower price (penetration) to capture more customers.
3. Sales/revenue objective: maximise sales volume or turnover.
4. Survival objective: price low to survive in crisis/intense competition.
5. Image/quality leadership: premium pricing to create high-quality brand image.

Thus, objectives guide the choice of method and strategy.

Email marketing is sending messages to subscribers/customers for information, offers and relationship building.

Best practices (any three):

1. Segment the list for relevant messages (new vs loyal customers).
2. Use a clear subject line and strong CTA (call-to-action).
3. Follow consent rules, provide unsubscribe and avoid spam frequency.

Personalisation improves open and conversion rates.

Wholesaling and retailing are key intermediaries in distribution.

Wholesaler (bulk to retailers):

• Buys in bulk and sells in small lots (breaking bulk).
• Warehousing and storage; ensures steady supply.
• Financing/credit to retailers and risk bearing.
• Provides market information to producers (demand trends).

Retailer (to final consumer):

• Sells in small quantities to consumers.
• Provides assortment of brands and convenience (nearby/online).
• Customer service: information, demonstration, returns/complaints.
• Promotion and display at point of sale.

Comparison (short): wholesalers serve retailers/business buyers; retailers serve final consumers.

How they help:

• Producers: wider market coverage, reduced selling effort, faster distribution.
• Consumers: availability, variety, smaller quantities, and service support.

Therefore, both wholesalers and retailers are essential for efficient distribution and customer satisfaction.