Retailing consists of the
sale of goods or merchandise, from a fixed location such as a
department store or
kiosk, in small or individual lots for direct
consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In
commerce, a retailer buys goods or
products in large quantities from
manufacturers or
importers, either directly or through a
wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the
supply chain. Manufacturing
marketers see the process of retailing as a necessary part of their overall
distribution strategy.
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