In the process of distribution of goods from manufacturers to consumers, the final link that closes the chain of economic relations is retail trade.

Retail trade is the launching pad for a new cycle of production and circulation, as goods are converted into money. In retail trade, goods move from the sphere of circulation to the sphere of collective, individual, personal consumption, i.e. become the property of consumers. Buyers through retail trade optimally satisfy their needs, and retail trade, taking into account the wishes of buyers in its assortment, can sell more goods and ensure commercial success.

In contrast planned economy, as a result of instructions from planning authorities, deprived retail trade of grounds for independent action, the market economy requires an entrepreneur in the field retail management based on personal responsibility. In his assortment, the entrepreneur focuses on the wishes of customers and transfers these orders to suppliers, that is, in the market he is the link between the manufacturer and the consumer. The better an entrepreneur in retail trade takes into account the wishes of customers in his assortment, the more products he can sell, the greater his commercial success will be. Buyers, for their part, are able to optimally satisfy their needs through retail trade. Thus, both parties - the retailer and the buyer - benefit from the mutual dependence and willingness of the retailer to operate.

Commercial work selling goods in retail trade enterprises, unlike wholesale enterprises, has its own characteristics.

1. Retail enterprises sell goods directly to the public, that is, individuals, using their specific methods and methods retail sales.

2. Trade services to the population presuppose the presence of specially designed and equipped retail premises adapted for:

Best customer service;

The ability to offer and sell goods to each specific person;

Carrying out the selection and formation of a trade assortment;

Constantly studying and taking into account the consumer needs of customers.

3. The retail network, unlike the wholesale network, is characterized by great territorial disunity and fragmentation; its activities can be attributed mainly to the sphere of small business. Managers of retail trade enterprises are required to have greater entrepreneurship and initiative in commercial work to organize the sale of goods to the public; the ability to serve customers well, resist competitors and ensure normal profits.

Changes in forms of ownership in retail trade have led to a sharp increase in the independence of trading enterprises. Commercial initiative and entrepreneurship have been widely developed in the organization of retail sales of goods. An important element commercial work sales is the formation of an optimal assortment of goods in the store. Establishing the optimal assortment is directly dependent on the type and specialization of the enterprise. In retail trade, there is a process of opening branded trading enterprises in commodity-producing industries. A retail network is emerging that sells products from bakeries, meat processing plants, and dairies. The process of universalization of retail enterprises is taking place everywhere, and the number of mixed stores is growing.

During the period of market reforms, many retail enterprises refocused their activities; arbitrarily changed the established trade profile; products were excluded from the assortment everyday needs. Within the trade sector, a need arose for a new type commercial activities, ensures the greatest efficiency in the process of selling goods. Special services are being created:

To study and forecast consumer demand;

Monitoring the activities of stores;

Analysis and determination of the effectiveness of certain forms and methods of trade;

Development and construction of a new type of product, based on the results of probable demand;

Introduction of standardization and prototyping;

Buyers information about consumer qualities and properties of new products;

Organization of exhibitions, etc.

Specialized forms of after-sales service for technically complex products are being created and become widespread.

Retail is any kind entrepreneurial activity for the sale of goods (services) directly to end consumers for their personal non-commercial use.

Retail trade performs the following functions:

1. Sorting of goods. Retailers engage in the sorting process by collecting an assortment of products from a large number of suppliers and offering them for sale.

3. Placement of goods. Retail trade stores goods, sets prices for them, places them in retail premises and carries out other transactions with goods.

4. Payment for goods. Of course, products are paid to suppliers before they are sold to end consumers.

5. Completion of the purchase and sale transaction. In this case, they use the appropriate location of stores and their opening hours, credit policy and the provision of additional services.

Other functions include:

Solving problems of returning goods;

Providing discounts;

Buyer consultations;

Taking on expenses caused by theft, damage, and aging of goods;

Ensuring the development of new markets by introducing new products.

The quality indicator of a retail trading network is:

1) the ratio of enterprises trading food and non-food products;

2) the share of specialized stores in the total number of trading enterprises;

3) the forms of sale and methods of service used;

4) the ratio of retail space used for the sale of individual groups of goods;

5) duration of use retail space during the day (working hours);

6) the ratio of the retail space of enterprises located in such, free-standing and built-in buildings;

7) the average size of the retail space of one store. Retail trade network based on stationarity

classified by the following types: 1) stationary - shops and the like;

2) small retail - pavilions, tents, kiosks, stalls;

3) mobile - trade from cars, trays. Traditionally, retail trade is carried out through stores. There are two main types of store trading:

1) trade through a service counter;

2) trade with open access to goods.

1. Trade at the service counter includes the following operations:

1) meeting the buyer and identifying his intentions;

2) offer and display of goods;

3) assistance in choosing goods and consultation;

4) offering related and new products;

5) conducting technological operations related to cutting, weighing, measuring;

6) settlement transactions;

7) packaging and delivery of purchases.

2. In trade with open access to goods The following methods are used:

1) preliminary selection of goods;

2) free selection of goods;

3) self-service.

1. Preliminary selection of goods involves displaying samples on the sales floor and allowing customers to familiarize themselves with them. After selecting the goods and paying for the purchase, the seller hands the buyer the goods corresponding to the samples. With this selling method, working inventory of goods is placed separately from samples. It is convenient because in a relatively small area of ​​the sales floor you can display samples of a fairly wide range of goods. Typically, this method is used when selling technically complex and large-sized goods, as well as those goods that require measuring and cutting before being released to the buyer. This method is used to sell household refrigerators, washing machines, lighting, heating and heating equipment, sewing machines, televisions, radio equipment, musical instruments, motorcycles, bicycles, furniture, fabrics and other goods.

2. With free selection of goods, buyers have the opportunity to independently familiarize themselves with and select the goods laid out at the seller’s workplace. They are laid out on counters, slides, stands. The functions of the seller in this method of selling are limited to advising buyers, weighing, packaging and dispensing the goods they have selected. Payment transactions can be carried out at cash desks installed in the sales area or at the seller’s workplace. Selling goods with free selection is convenient compared to traditional methods, since many buyers can simultaneously monitor openly laid out samples of goods, without distracting sellers to perform functions related to displaying goods and information about their assortment. The use of this method allows

Increase throughput store;

Increase sales productivity.

Typically, this method is used when selling those goods that are sold in self-service stores through service counters - fabrics, shoes, hosiery, haberdashery, stationery, household and other goods.

3. Self-service belongs to one of the methods of selling goods with open access that are convenient for buyers. This is a selling system without a salesperson. Self-service allows

Speed ​​up operations for selling goods;

Increase store capacity;

Expand the volume of sales of goods.

This method provides customers with free access to the goods displayed on the sales floor, the ability to independently inspect and select them without the help of a seller, and allows for a more rational distribution of functions between store employees.

Payment for selected goods is carried out at payment centers serviced by cashier controllers. When self-service the following changes:

Technological planning of the sales area and other store premises;

Organization financial liability and goods post;

Functions of store employees.

The self-service method is used when selling most food and non-food products. The exceptions are household electrical appliances and cars, refrigerators, carpets and rugs, sets and crystal, bicycles, motorcycles, boats, motors, television and radio equipment, jewelry, watches, souvenirs and some other goods, since when choosing them, buyers, as a rule, , need help from sellers. These goods, as well as goods requiring cutting, packaging, etc. sold in self-service stores through the personal service counter.

The first self-service store was opened in 1915 in Memphis (USA). The store was called "Sila", and the system itself was called "cash and carry"

The existence of shops are not prerequisite retail. Currently, pozomagazine trading methods have become widespread. Non-store sales account for 12% of all consumer purchases. According to the forecasts of some experts, at the beginning of the 21st century. half of all goods will be sold outside stores. According to other estimates, by the same time, about one third of all sales of consumer goods will be through non-store channels (through teleshopping, catalogs and the Internet).

Non-store trading is divided into four main categories:

1. Personal sale. Originating centuries ago when there were still traveling merchants, it has grown to become a $9 billion industry with more than 600 companies offering their wares in homes, offices and special parties. There are three types of personal selling:

1) “one-on-one” selling (actually personal selling), in which the seller makes a visit to one person (potential user of the product) and tries to sell him his product;

2) selling “one to many”. A sales representative comes to the home of a person who has invited friends and neighbors to a party or other similar event. He then demonstrates his product and accepts the order. Top Sellers, as a rule, receive large bonuses. For example, the Magu Kay company offers the most distinguished distributors diamonds, mink fur products and the right to drive a pink Cadillac for a whole year. According to experts, every ten seconds in the world during a “trading meeting” one commercial transaction is carried out. This form of sales was first introduced in the United States and has spread to more than 50 countries around the world. A similar form of sales is also used by the famous Swiss Hodzing company Zelter, a world leader in the field of healthy nutrition and lifestyle, which produces high-quality tableware and top-class cosmetics. The company has its representative offices in more than 30 countries around the world. So far, for most domestic buyers it seems unusual when a company representative comes to their home and talks in detail about the dishes he shows, immediately cooks in it or demonstrates environmentally friendly creams, lotions, the capabilities of the ultra-modern Zepter-Biotronic lamp, which allows you to independently carry out treatment of various diseases, burns and wounds. After such a demonstration, a company employee professionally answers all questions of interest to the client. Such attentiveness pleasantly surprises and, what is much more important, captivates. However, such an attitude of company employees towards clients is a service norm. When the buyer becomes, by his own definition, the happy owner of a product, the company does not leave him alone with a high-tech product. At any time, the consumer can contact his regional manager and instantly solve all problems that arise at first. Moreover, as follows from advertising messages, the company provides a lifetime warranty on all products;

3) multi-level (network) marketing. The pioneer of this type of sales was the Amwаy company, whose turnover in 1994 exceeded $560,000,000. Half of this company's operations are in Japan and the countries of the Pacific region. This is a "pyramidal version" of personal selling, in which a company hires independent workers to become distributors of ITS products. These distributors, in turn, hire other people and sell the product to them, who also hire distributors, etc. Ultimate sale carried out throughout the buyer's home. The distributor receives a certain percentage from sales of the entire lower (i.e., created by himself) trading group, as well as from earnings from his own sales of goods to end consumers.

2. Direct Marketing Its roots lie in direct mail and catalog sales. In the UK, mail order trading has become widespread - this form of trading is used by more than 18 million people (almost one third of the country's population). In Germany, parcel trade accounts for more than 5% of retail turnover. The main convenience of mail order trading is the sale of goods on credit with payment in installments. When purchasing a product, the buyer is required to pay 5% of the cost of the product (the product is sent on the seventh day after placing the order), and the remaining amount is repaid within 5-9 months, depending on the type of product. Today, direct marketing includes other sales methods, such as telemarketing, special television channels (home shopping programs and infomercials) and e-commerce.

3. Sales through vending machines. Vending machines sell a wide range of goods, including impulse purchase, necessary in various conditions (cigarettes, soft and hot drinks, candy, newspapers), and other products (tights, cosmetics, various light foods, hot soups, music albums, films, T-shirts, insurance policies). Vending machines have reached their maximum development in Japan, where they are used to distribute jewelry, frozen meat, fresh flowers, and alcoholic beverages. Vending machines can be found in any factory, office, large stores retail trade, on gas stations, in hotels and restaurants.

From the point of view of buyers, such machines have the following advantages:

Open 24 hours a day

They provide the opportunity for complete self-service and a “pure” product that almost no one has ever held in their hands.

4. Trade service. At the same time, the retailer does not have a separate store, but serves some regular customers(usually these are employees large organizations- schools, hospitals, unions, government agencies). Employees of such an organization create their own network trade service and are eligible for discounts at various retailers that have agreed to participate in the program. For example, if a person is going to purchase a video camera, she receives a special form from the company organizing the service, goes with it to one of the participating stores and, if purchased, receives a discount there. After this, the store transfers a small commission to the organizing company.

Surely you have heard the word “retail” in speech many times. Initially, this term came from marketing, but today it is actively used in various areas human activity. It is especially often used in retail and Do you know what retail is? If not, then this article will help you understand this concept.

Retail: meaning

Before understanding the modern use of this term, it is necessary to find out its origin. How did the word “retail” appear and what does it mean? It came into our speech from the English language and is literally translated as “retelling”. It would seem that it has nothing to do with trade. But that's not true.

The market is the most important part of the economy of any country, and its integral components are the sale and purchase of goods. At the same time, they can be sold in two ways: wholesale and retail. In the first case, as a rule, we are talking about an intermediate stage in the movement of goods from producers to consumers, in which an intermediary intervenes. In the second, the sale is made directly to the final buyer.

“Retail” refers to retail trade, which is comparable in volume to wholesale. That is, sellers purchase goods from manufacturers in bulk and resell them to consumers in the same volume. History repeats itself (as many were bought, so many were sold), which is why the process was called “retelling” or retail.

Retail Features

We have already found out what retail is. This is the sale of goods to the final buyer. It is carried out with the mandatory use of such elements as cash machine and check, and compliance with the rules of the Consumer Protection Law. At the same time, we can highlight a number of features that are unique to retail. These include:

• accessibility - anyone can receive a service or buy a product;
• variety of assortment - the presence of many positions and types of products;
• setting retail price.

The last point is worth paying special attention to, since it is the economic basis of retail. always higher than the wholesale price - the difference between the purchase and sale prices. This value is the main income of the retailer, although not the only one. Depending on the specific area, the markup can be as high as 25-30% (trade of products), or 200%, or even more (trade of clothing, luxury goods). Therefore, even during a sale, sellers, as a rule, do not work to their detriment, but only slightly reduce the size trade margin. Most often, retail is a very profitable activity that allows you to earn money without producing anything.

Retail: trading formats

Speaking about what retail is, we should talk about the ways of its implementation. Sales can be carried out using various methods and under different conditions:

• personally;
• by phone;
• through the Internet;
• on the street;
• in the shop;
• from home.

However, as a rule, retail trade is conducted in a store environment. It may have the following supermarket, discount store, online store, convenience store or sofa store. Street retail is especially popular among retailers. retail premises located on the first floors of buildings. They have all the attributes of a store: display windows, a cash register and their own separate entrance. This trading format is convenient for buyers living nearby and beneficial for sellers.

It is also worth mentioning what a retail park is, because in recent years it has become increasingly popular. This shopping mall economic format, consisting of one or two floors and usually located around a parking lot. For the construction of such complexes, cheap structures and technologies are used, which makes it possible to set lower rental rates. This makes retail parks interesting and popular with retailers, as well as with customers who can purchase goods at better prices.

Retail today

Worldwide, retail volumes today reach ten trillion dollars. Russia's share in the world market is about two percent, and its annual growth is observed. Due to the increase in the well-being of citizens, their purchasing power has increased over the past few years (by almost 10% over the year). Today our country in terms of volume retail market is in eighth place, which is not bad at all.

The largest in our country are X5 Retail, Magnit and Auchan. And a world leader can be called American company retailer Wal-Mart. Its turnover today amounts to more than 400 billion dollars.

Conclusion

In the article we looked at what retail is, what its mandatory attributes and features are. You have learned what retail formats exist and what is new in this area today. In addition, we touched on the current state of global retail and learned the place of our country in its total volume. We hope the information was interesting and useful for you.

Retailing is any activity of selling goods or services directly to end consumers for their personal, non-commercial use.

Any business that engages in this activity is engaged in retail trade. Moreover, it does not matter at all how exactly goods and services are sold - by personal sale, by mail, by telephone or through a vending machine, and where exactly they are sold - in a store, on the street or at the consumer’s home.

The number of self-service retailers grew rapidly in the country as a result of copying in the 1960s. American experience. Now the number of self-service stores has decreased; they sell everyday goods. But we should not forget that self-service is the basis of any trading low prices.

IN retail trade enterprises with free selection of goods 1 buyer, if desired, can ask the seller for help. The customer completes the transaction by approaching the seller and paying for the purchase. The overhead costs of such stores are slightly higher than those of self-service stores due to the involvement of additional staff.

Limited service retailers provide the buyer with more qualified assistance from outside sales staff, because such stores sell more pre-selected items and customers require more information. In addition, consumers are offered services in the form of pro-

sales on credit and acceptance of purchased goods back. The costs of such stores are, of course, higher.

Full service retailers - These are fashionable department stores whose salespeople are ready to help the buyer at all stages of the search, comparison and selection process. Rich consumers prefer these types of stores. The attributes of such stores are well-trained staff, a high percentage of specialty goods and fashion items in the range, and the use of various lending schemes. In addition, the store provides the following services: delivery of purchases, Maintenance durable goods in the home, amenities in the form of restrooms and restaurants.

Retail trade enterprises can be classified according to the following criteria.

1. Offered product range. Retail outlets vary in product range. The most common are specialty stores, department stores and convenience stores, and retail service businesses.

Specialty stores offer a narrow range of goods of significant saturation. Examples of specialty retailers include clothing stores, sporting goods stores, furniture stores, flower shops, and bookstores. Specialty stores can be further subdivided according to the narrowness of the assortment offered. A clothing store is a stand-alone full-line store, a men's clothing store is a store with a limited assortment, and a store selling men's shirts is a narrow store. special shop. According to some experts, the fastest growing number will be the number of highly specialized stores that take advantage of market segmentation, selection of target segments and product specialization. However, a specialty store may go out of business if its products lose popularity.

Department stores They offer several product groups - usually clothing, household items, and household goods. Each assortment group is handled by a special department of the department store. Le Bon Marche, founded in Paris in 1852, is considered the first department store in history. It became an innovator in trade, introducing low markups and accelerated turnover of goods, publishing prices, encouraging customers to inspect goods without any pressure, and liberal handling of complaints.

To the supermarket - This large enterprise self-service with low costs, low unit profitability and high sales volume. It is designed to fully satisfy the consumer's needs for food, and sometimes for washing and detergents, and household goods. Department stores first spread to the United States during the Great Depression, which forced consumers to save money and gave entrepreneurs the opportunity to buy goods cheaply from suppliers and rent large premises for a minimal fee.

New packaging technology has made it possible to offer consumers food products in containers and packaging that are convenient for storage. Finally, the use of electronics and computers provided the accounting and control necessary for today's large department stores. In developed countries they offer up to 10 thousand different products. In modern Russian conditions the number of supermarkets has decreased, especially due to the return to their original state of small stores converted during the Soviet era.

Retail service enterprises- these are hotels, banks, airlines, colleges, hospitals, cinemas, restaurants, repair services and various service establishments such as hairdressers and beauty salons, dry cleaners and funeral homes. The number of service retailers is growing faster than the number of goods retailers.

2. Prices. Retail stores can also be classified based on price levels. Most stores offer average-priced products and a normal level of service to consumers. A number of stores offer higher quality goods and services at higher prices. Conversely, discount stores sell their products at low prices, organize their operations with minimal costs and offer fewer services.

Deciding on the target market. The most important decision a retailer makes is selecting the target market. Some stores are very specific to their target market. For example, a fashion store women's clothing can target a market that consists of women with high level income, mainly aged 25 to 45 years, living within a radius of 30-40 minutes by car. However, too many retailers either do not have a clear understanding of their target markets or try to satisfy incompatible markets and end up not satisfying any of them well.

The retailer needs to engage marketing research. He must have a clear idea of ​​which population groups will be his main ones. target clients, in order to more accurately select your product range, determine prices, store locations and incentives designed for these groups.

Decision on the product range and range of services. The retailer's product range must meet the expectations of the target market. Product assortment often becomes a key factor in competition between similar retailers. The retailer has to decide on the breadth product range(narrow or wide) and its depth (shallow or deep). Thus, in the catering industry, an establishment may offer a narrow and small assortment (small buffet counter), a narrow and deep assortment (buffet with cold appetizers), a wide and small assortment (cafeteria) or a wide and deep assortment (restaurant).

Another characteristic of the product range is the quality of the goods offered. The consumer is interested not only in the breadth of choice, but also in the quality of the product.

The retailer will also have to resolve the issue of range of services, which he will offer to clients. An important element of a retailer's arsenal is the atmosphere of the store. Everyone has it commercial premises its own layout, which can both complicate and facilitate the movement of customers. Each store makes a certain impression. One is perceived as dirty, another as charming, a third as luxurious, and a fourth as gloomy. The store must embody an atmosphere that matches the tastes of the target market consumers. Silence is appropriate in a funeral home, but bright colors and loud sounds are appropriate in a discotheque.

Pricing decision. The prices charged by retailers are a key factor in competition and at the same time a reflection of the quality of the goods offered. For example, low markups on some products turn them into substitute products, or “loss leaders.” This tactic is designed to ensure that once in the store, consumers will also buy other products with higher markups.

Deciding on incentive methods. To reach consumers, retailers use conventional means - advertising, personal selling, sales promotion and publicity. Retailers advertise in newspapers, magazines, radio and television. It is complemented by direct mail advertising. Personal selling requires extensive training for sellers. Sales promotion can be expressed in store displays, the use of credit coupons, and prize drawings.

Deciding on the location of the enterprise. Choosing a location for a store is one of the decisive competitive factors. Customers tend to choose the store that is nearby. When selecting a site, it is necessary to use the most advanced site assessment methods.

Organization of sales of goods

• 1. Merchandising is a set of works planned and carried out directly in a retail trade enterprise, which includes the following:
  • - development of active forms of selling goods;
  • - display and demonstration of goods;
  • - use of packaging (“silent seller”) and labeling of goods with comprehensive information for the buyer;
  • - flexible pricing policy;
  • - in-store advertising;
  • - additional trading services;
  • - measures to stimulate demand, etc.

The complex of merchandising efforts is aimed at ensuring optimal use of retail space and high profitability. Ultimately it's about constant increase effectiveness of each square meter retail space or each linear meter of display of goods and the entire store as a whole.

2. Franchising how preferential entrepreneurship is a vertical contractual marketing system for the sale of goods, it provides for long-term contractual relationship, under which one company grants another the right to conduct trading business in a limited area subject to established rules and under a certain brand. In this case, the buyer of such a benefit pays a certain amount of money and deductions from sales, receiving in return the right to use trademark, as well as ongoing support and transfer of experience.

There are the following types of franchising, which link on certain preferential terms: manufacturer and retailer; wholesaler and retailer; retailers among themselves.

• See: MacDonald M. Strategic planning marketing. St. Petersburg: Peter, 2002.
• See: Pankrukhin M.V. Marketing: textbook. M.: Omega-L, 2002.
• See: Pilipenko N. N., Tatarsky E. L. Fundamentals of Marketing: educational manual. M.: Marketing, 2002.

The Nature and Significance of Retailing

Types of retail businesses

Relative attention to prices

The nature of the retail space

Store affiliation

Retailer Marketing Decisions

Story retail

Specifics retail

Interesting Facts

Retail— sale of goods to the final purchaser (private individual).

Retail — trade goods individually or in small quantities for personal, non-commercial use by the end consumer.

Retail - trade goods and provision of services to customers for personal, family, home use not related to business activities. Retail is the final stage of the distribution channel.

Retail- any activity of selling goods or services directly to end consumers for their personal, non-commercial use.

Retail- the scope of entrepreneurial activity for the sale of goods or services on the basis of oral or written sales contracts directly to the final agreements for their personal non-commercial use.

The Nature and Significance of Retailing

Due to the fact that salesman does not have the legal right and actual ability to reliably determine the purpose for which buyer buys from him product(for personal non-commercial use or, for example, for sale in spontaneous markets), the specified definition of retail trade, in the author’s opinion, does not fully reveal its economic essence.

Based on the requirements of the current legislation in the field of patenting, retail trade means trade for cash (although goods can be purchased for cash by business entities for subsequent resale). Let us note that this understanding is also imperfect, since, according to Instruction No. 389, retail trade turnover should include, for example, price food products sold by bank transfer in small wholesale by a separate health, social welfare and education institution.

So, in the future, we will understand retail trade as the implementation by a business entity of operations that, according to Instruction No. 389, are included in retail turnover, for example, the sale of goods on credit with installment payment for cash, the sale of gift assortment goods for the holidays and for New Year's gifts for children With payment by bank transfer.

The largest retail companies- These are, first of all, chains of department stores with a mixed assortment and chains of supermarkets.

Whether selling to one of the social classes or to the mass market, over the years, retailers traders have internalized the idea that they operate in a rapidly changing environment. Yesterday's formulas for retail trading may not work today and probably won't work tomorrow.

The modern retailer needs to be alert to signs of change and be prepared to refocus its strategy - sooner rather than later. However, the decision to change strategy is not so easy to implement.

A large retailer is often bound by its own policies, which management considers to be “ordinary common sense.” And, besides, he is tied to his own social image, which is preserved in his consciousness consumers long after the store itself has already changed.

There are a lot of retail and small “family” shops. Small retail establishments play an important role for several reasons:

New forms of retail trade often appear in them, which are later adopted by large stores.

They are more convenient for the purchaser, since they are found almost everywhere.

They are often more adaptable and provide more personalized services to the buyer.

They give customers the opportunity to feel in control.

The purpose of retailing is to satisfy the diverse needs of customers.

The trader is the link between the producer and the consumer. His job is to buy in bulk goods in demand from different places and from different suppliers, and then sell them at a profit for himself.

The experience of countries with developed market economies indicates that over time, retail trade falls under a number of large trading companies. Despite the fact that these companies control less than half of all retail retail outlets, their share at the same time accounts for more than 2/3 of the total volume of retail trade turnover.

Therefore, in the struggle for small buyers enterprises Retailers have to work hard.

The dominant position in the market is occupied by the seller, not the seller.

The effectiveness of a retailer is ultimately determined by careful consideration of all the details of trading activities.

IN Russian Federation Currently, retail trade is the main type of commercial activity for many Russians. In conditions of commodity shortages, the role of the retailer is extremely simplified.

However, as consumer consumption becomes saturated market various types goods during economic transformations in Russian Federation the small trader will have to work hard to earn his place in the sun.

This can be achieved if you thoroughly study your market and be able to satisfy the needs of your customers to the maximum extent.

Retail is the most important industry economic activity. The main indicator work trading enterprises is retail turnover. In the sphere of retail trade, the circulation of goods ends and they move into the sphere of personal consumption. Retail trade is the sale of goods directly to the public for personal consumption. Retail trade is divided according to forms of ownership: state, collective, joint, private, mixed.

Unlike wholesale trade, a product purchased in a retail trade system is not subject to further resale (according to the current legislation, paragraph 1 of Article 492 of the Civil Code Russia), but is intended for direct use.

The relationship between seller and buyer in the retail trade system is regulated by a special law. In Russia it is about protecting consumer rights.

Subjects process retail trade - seller and buyer. An indispensable attribute of retail trade is the cash register and cash register. Retail trade includes the sale of goods through vending machines.

There is a concept of a retail store format. This is a set of characteristics inherent in any type of store. These characteristics are:

Sales area

Number of product items

Customer service level

Product placement technology.

There are the following retail trade formats:

Discounter

Convenience store

Supermarket

Hypermarket

To the supermarket

Department store

Trading can be a powerful tool foreign policy. To this day, the ability to trade greatly influences the power of the state. If we compare retail trade as industry economy, for example, with ferrous metallurgy, then retail trade has undeniable advantages: it does not pollute environment, does not require raw materials for reproduction.

What is retail? Everyone knows that Sears is company retail. But what about the Avon lady knocking on the door, the contractor offering home repair services over the telephone, the doctor visiting patients, the hotel advertising low-cost weekend getaways? Yes, yes, these are all retailers. We define retail as follows:

Any establishment that does this is engaged in retail trade. Moreover, it does not matter at all how exactly goods or services are sold (personal sale, by mail, by telephone set or through a vending machine) and where exactly they are sold (in a store, on the street or at the buyer’s home).

Retail trade is one of the largest industries activities in the United States. Retail Stores represent approximately 25% of all US business enterprises and are the third largest source employment V country with a workforce of almost 16 million workers and employees. Retail trade includes over 1.5 million single-point and more than 340 thousand multi-point trading establishments, the total turnover of which in 1981 amounted to 1038,000,000 thousand dollars2

Who are the largest retailers? countries? In 1981, the top ten largest retailers were corporations Sears Roebuck with a turnover of $27.3 billion, Safeway Stores (16.5), K-Mart (16.6), J. K. "(11.8), "Kroger" (11.2), "F. W. Woolworth (7.2), American Stores (7.1), Lucky Stores (7.2), Federal Department Stores (7.0) and A&P (6.8 billion dollars)3. Largest retail organizations- These are primarily chains of department stores with a mixed assortment and chains of supermarkets.

Whether selling to one of the social classes or to the mass market, over the years, retailers have internalized the idea that they operate in a rapidly changing environment. Yesterday's formulas for retail trading may not work today and probably won't work tomorrow. Where did U.T. go? Grant, one of the country's oldest and largest chains of dry goods stores, and Food Fair, the eighth largest chain of supermarkets? They went bankrupt. What happened to the great A&P network? “Formerly considered almost a monopolistic colossus, the arbiter of the fate of small competitors and the target of fighters against trusts, now the A&P network has become like a shabby, toothless lion”4. What happened to Montgomery Ward, the fourth largest mixed-line department store chain? She is busy searching for a strategy to revive her former glory. Even corporations Sears is not doing well.

Wholesale trade is the purchase and sale of goods. Workers in this activity provide communication between producers and consumers. Sometimes a whole organization becomes a client of a wholesale enterprise. She is essentially both a buyer and a consumer. But most often there are one or more intermediate links. Until a product makes its way from the wholesaler to the consumer, it usually passes through 2-3 intermediaries (retailers).

Wholesale marketing includes any type of activity related to the sale of services and products to people who will resell them or use them for personal or business purposes.

What is wholesale trade?

Wholesale trade is one of the types of economic activity that helps to establish relationships between suppliers and buyers. During their interaction, each has its own benefit. Buyers receive affordable goods, sellers receive profit.

On this moment wholesale is developing very rapidly, suppliers and the scope of their activities are expanding day by day. This is due to constant profit, good income. In addition, the emergence of new suppliers is also beneficial for buyers, since the range and competition between them is growing. This invariably leads to lower production costs and, as a consequence, lower prices at final retail outlets.

Wholesale sales do not have a fixed quantity of goods supplied. An agreement is concluded between the supplier and the buyer, which specifies the amount and number of products. The only thing we can say for sure is that trade is carried out in batches. Typically, delivery is focused on subsequent resale to the final buyer.

Wholesalers and their differences from retailers

A wholesaler is a company or individual that carries out related activities. It provides its services not only to retail organizations, but also to manufacturers and their sales offices.

A wholesale trade center and the people involved in this activity differ from retail centers in several ways:

• Minimizing advertising. A wholesaler deals with professional clients who independently collect information about the product. Only end consumers are interested in advertising.
• Maximum transaction size, as well as a large trading area. Compared to retailers, these parameters are several tens (or even hundreds) times higher.
• Different positions regarding legal norms and taxation by the state.

Sometimes manufacturers bypass wholesalers and market the goods themselves. But this is aimed mainly at small businesses. Large manufacturers prefer not to waste time searching for customers.

Wholesale trade and its essence

The wholesale trade center initially interacts with manufacturers. He goes to the sales office, where he “picks up” a certain amount of products (sometimes all the goods). Then it goes to retailers, and we distribute the shipment between them. Again, sometimes all the goods are picked up by one representative or company. After this, the products are supplied directly to personal consumption.

The most important task of this type of economic activity is to regulate supply and demand. Trade centers, in fact, can successfully cope with it, since they are the so-called intermediate link. They hold back some of the goods, then the demand for them will increase. Also, to increase supply, the products are supplied to the market in abundance.

It should be noted that wholesale trade activities are significantly limited. She can only work with the data that is given to her. It cannot influence the sphere of production or final sales. And it certainly doesn't have any direct impact on consumers.

Wholesale functions

Wholesale trade enterprises are sources of communication between individual regions of the country, and also in a global sense they contribute to interaction between states, both neighboring and distant. This is their main function. But there are also minor ones:

• Incentivizing manufacturing enterprises to create new products, modernize old models and widely introduce modern technologies.
• Participation in creating a range of goods and services, monitoring market conditions.
• Assumption of commercial risk. Some products may become unsaleable. Therefore, there will be no demand for them among retailers. It will not be possible to return the invested funds.
• Organization of warehouse operations, providing all conditions for storing certain products.

Finally, it should be pointed out that wholesale trade in products is intended for another function. She delivers goods to retail chains. Otherwise, they will not see the end consumer.

Retail and consumer service levels

Wholesale and retail trade are very similar. Both of these concepts imply that sales activities will be carried out. But retail sales are the sale of products to end consumers who will use them for personal purposes that are far from commercial.

There are several levels of service in the activity under consideration:

1. Self-service. It implies that a person will independently choose products and their names.
2. Free selection of products. Indicates that the consumer will be offered many goods of the same purpose, among them he will choose those that he likes best.
3. Limited service.
4. Full service (like in a restaurant).

There are a huge number of enterprises engaged in retail trade. These include various shops, catering establishments and others.