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An Analysis of the Advantages and Disadvantages of Retail Gravity Theory

Examines Retail Gravity Theory, highlighting its benefits and limitations in business strategy.

Lily Green
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An Analysis of the Advantages and Disadvantages of Retail Gravity TheoryQuestion-Discuss the advantages anddisadvantagesof retail gravity theory. Need to be 75word or more.Answer–The word ‘retailer’ has been derived from the French word “retail” which means tocut of or divide into small pieces foe selling to the consumers. In other words, retailer refers toselling the goods in smaller quantities to the consumers.Advantages1.They can start business with lesser capital.2.Theretailerperformsalltheimportantfunctionsofmarketingviz.buyingandassembling,warehousing,selling,riskbearing,grading,packing,financingandadvertising etc.3.They operate both on small scale and large scale basis.4.Retailer helps in introducing new products in the market.DisadvantagesA retailer has to bear different type of risks in relation to goods. While in stores, goods areexposed to various risks like deterioration in quality, spoilage andperish abilityetc. The productsare confronted to natural risks viz; fire, flood, earthquake and other naturalcalamities. Other typeof riskslike change in customers tasters also adversely affect the sales.

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Marketing

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