Qualification unit one

The concept of market management

Purpose:

Upon completion of this unit, trainees;

1. Understand the concept of marketing management

2. They create a moderate understanding of market management
processes
3. They identify the market segments that are likely to buy their
product
4. They understand the nature of their customers from different
angles

The concept of market management

Although market management has different meanings, the main focus is on

the market in the existing ones interests To find Appropriately situation
understood the existing ones Needs / Gaps Satisfying And Relevance which
has Profit of acquisition Process is it.

1.1. Market management processes

Market management functional to do the following Activities execution

required;

1. Market Research

First of all, what kind of product is the market? At what level? How much? At
what cost? We need to research who wants to buy it. We must clearly state
and understand the gaps in the process .

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 2. Segmentation of the market into different groups

Customers at will; By their purchasing power; They differ in their attitudes

and behavior. Thus, we can identify market segments that are close or
similar based on their appearance.

3. Targeting

After dividing the market into small segments, we need to select/identify the
market segment that suits us best. When we choose the capacity of our
institution in a better way, we need to consider the situation of satisfying the
income, the income we can get, the competitiveness, etc.

4. Positioning our institution from others

We need to be able to design a strategy that makes our organization stand

out from the rest. In this way, we can create an opportunity for our
institution and products to occupy a different place in the minds of users. We
can differentiate in different ways and the following are the ways I
differentiate.

In terms of product , we can make our product stand out from others by
its strength, design and beauty. in service; of transport; We can make a
difference by providing maintenance consulting services.
By human power. We can also make a difference by hiring qualified
employees who are professionally trained, ethically trained and have
sufficient experience.
5. Production of quality product

The product we market should be of the highest possible quality. We also

need to organize and store product types by taste, size, shape, etc. A nice
and strong wrapping or packaging should be used. We also need to give our
product a name that is easy to remember.

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 6. Appropriate pricing

After producing a quality product, we deserve to be priced accordingly. It is

necessary to know the different methods of valuation and the issues that
should be considered in the valuation process. When we print a price, it
should cover all our costs and generate additional profit.

7. Relevant Promotion

be able to design a strategy where users can have sufficient awareness and
knowledge about our products and in the process we can identify and use
sales promotion ways to sell more products . Sales professionals will play a
key role in this process as well .

8. Appropriate Distribution Method

It is necessary to specify how our products and services can be made

accessible to our customers or users. In this process, we need to answer two
basic questions. The first is where our facility should be opened, and the
second is whether a third party (broker, retailer, etc.) should come in, or
should our facility serve users directly. In the process of answering the two
questions, identifying and considering the issues that need to be considered
will help us to choose an effective method.

9. Implementation

By preparing a detailed action plan, implement the plans from number one
to eight above in an appropriate way or start activities and take the income.

10. Controlling

a feedback system to identify problems that may be encountered while

implementing our plans and ensure that they go according to plan, and
developing a control system to make necessary changes and improvements,
has a key role for effectiveness.
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1.2. Knowing the people who use or buy our products

We need to identify the different segments of society that can buy the
products we sell. To know this, we need to answer the following questions.

A/ Who are the potential users of my company's product ?

 At the level of mercy

 according to their income
 In their idol
 At their age level
 As much as you use
 In the process of rule

B/ Why do you buy the product ?

 to replace
 to use
 Looking for something better

C/ Where do you buy ?

 Standard shopping area
 Directly from the manufacturer

D/ When do you buy ?

 Every day
 Every month etc

E/ How do you buy ?

 Directly
 By auction
 Distribution mode

F/ Why can you buy from me ?

 Quality
 Price
 Strength
Qualification unit two
Problems related to the transaction process of small
business institutions

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Purpose:

Upon completion of this unit, trainees;

1. Identify the marketing problems faced by small businesses

2. They will understand the ways to solve the specific marketing
problems

Problems related to the transaction process of small

business institutions

A/ In relation to production

 The fact that they are similar

While most products on the market are similar; Differentiating their

product from the competition is the biggest problem.

 Product types to be low

Most of the products available in the market are limited in quality, grade,
color, size, weight, etc. and do not offer a wide choice to the buyer.

 Lack of motivation to improve the product

Customers' needs change from time to time and not making efforts to
constantly improve product quality and variety.

b/ in relation to price

 The skill of knowing the cost

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The biggest resource for estimating value is knowing costs. Not properly
recording the costs incurred in producing and selling the product and not
properly identifying the types of costs was considered as another
problem.

 The increase that should be included in the cost

Some vendors quote prices without including the types of expenses that
should be included in the cost. This is not only preventing them from
making the profits they should be making, but also causing them to lose
money.

 Ignorance of pricing methods

When there are different pricing methods; They do not properly know
which valuation method to use, so they have difficulty in valuation.

C/ In relation to sales

 Not understanding the needs of the market

The first thing a business person should do is to understand the market

demand. Our product is sold only when it is demanded by the market. So
what we have to do is to study the market's needs well and provide the
products that the market needs and satisfy the customer better than our
competitors. Failure to understand this need is considered a fundamental
problem for failure in market activity.

 Market linkage

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After we provide a product that satisfies the market demand, we need to
do market research and market linkage. However, what is being seen in
practice is that the efficiency and continuity of the market linkage work is
low.

 Sales skills

The use of sales staff with low sales skills is also a major problem. Sales
skills are developed through training and practice, and a thorough
knowledge of marketing techniques and processes is important.

 Ignoring the location of the market

Not being able to clearly identify and understand where and how much
income is enough.

D/ In relation to promotion

 Without awareness for the benefit of advertising

Advertising is a highly effective marketing tool. It is also a tool for us to

understand and convince customers about our product. If customers don't
know about our product; They will not come to us if we do not introduce
them to what kind of product and where and at what level of quality we
produce.

 Lack of money

Not having enough money. Although advertising costs money, it is

possible to choose cost-effective forms of advertising. For example, we
can promote our product and company by using our leaflets, words of
mouth communication, and other ways.

E/ In relation to competition:
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 Clearly identify and understand

Not identifying and understanding who else is selling the products they
produce/sell. Clearly identifying our competitors and their strengths; their
weakness; their procedures; We should study their value and other
related factors.

 Not knowing and not using the ways of creation

Not knowing and not using ways to create leverage that can be found
better than institutions that sell similar products . After doing a thorough
study of our competitors, we need to find a way to stand out from them.

Qualification unit three

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 Profiles of a good seller

Purpose:

Upon completion of this unit, trainees;

1. Understand the positional profiles expected from the seller

2. Understand the mental profiles expected from the seller
3. Understand the social interactions expected from the seller
4. Understand the personal characteristics expected from the
seller

Qualities of salesperson

A good salesperson must impress his customers. In his manners. His body
posture. His social interaction and intellectual maturity combine to make
him a good salesperson. We can divide the quality of a salesperson into
four main areas.

3.1 Positional conditions

A sales person

1. Attractive dress.
2. health
3. Revision and
4. He should have a smile

3. 2. Mental maturity

1. Vigilance. Actively pursues the needs of its customers; Quick response

to questions It gives.

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2. Confidence. A person who has good knowledge about the product he
sells He trusts.

3. Memory. The name of the customer; The business relationship they

had before Remembering.

4 . Motivation for work. Those who please the customer on their own
initiative without waiting for an order Works do.

5. Happy . A happy salesperson attracts customers. Let the people be

happy and easy He can tell them.

6. Having complete knowledge about the product being sold.

Regarding the product to be sold
Adequate understanding of directions.

7. Goal or achievement oriented

8. To solve the problem by taking responsibility for the problems

that may be encountered at work Ready.

3.3. Social interaction

Man is a social animal. When we live and work with people, we should
have a good relationship. Next up are good social connections that a
salesperson should have.

1. Humility
A salesperson should be polite to his customers. Respecting and
treating customers with courtesy is the key to success in sales. Adding
the following words to our speech expresses humility. Thank you; I'm
sorry; Using the words "please" creates a positive association.
2. Cooperation
with a client; We should be cooperative when working with colleagues
and other people. When we cooperate with others, they cooperate with
us. When we work in a union, we must work together.

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 3. Good manners
Customer is king. We must show good manners in front of our
customers. Our speech should be moderate. An unethical salesperson
will drive away a customer. smoking chewing gum; nail clipping; Things
like slouching or slouching in a chair are signs of bad behavior and
should not be done in front of a customer.
4. Tolerance and patience
Discuss with our customers during our sales process; We can argue.
And some of them can speak to us in anger. We must control our
emotions at this time. We should not get angry and upset and give
inappropriate answers to customers. We must control our emotions
with patience.

3.4. personal character

A salesperson should have the following personal qualities.

1. Honesty

In order to create a good image for our business and ourselves, we

must be honest with our customers and other people. What we say
must be true. We must not lie or cheat.

2. Human respect

The race of all the customers we meet; color religion age gender
wealth We should respect and treat each other with respect regardless
of appearance.

3. Loyalty
Honesty is one of the best virtues. A seller to his customers; He must
be loyal to his colleagues and the organization. We must sell the
product we sell honestly, explaining its advantages and disadvantages.
4. Commitment

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 We are effective in our work when we work tirelessly with
determination. We can achieve our goals only when we work hard and
with determination.
5. Use the time of sale carefully
6. ask a question;
7. Listening and understanding the listeners' conversation and
questions
8. They are hardworking and respectful.

Qualification unit four

Sales procedures

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purpose;

Upon completion of this unit, trainees;

1. They separate the sales process one by one

2. Understand the role of salespeople during each sales process
3. By following a proper sales process, you can make a successful
sale

Introduction

4.1. What is a sales job?

Sales work means transferring ownership of a company's product by

explaining and persuading buyers. Although it is not possible to know the
exact time when sales work started, it can be understood that it came about
as mankind developed over time . Salesmanship is a profession that has
great benefits for the development of the country. Sales is the art of
identifying , negotiating and persuading buyers . As a result, sales work is
developed through education and practice . In addition, sales work is a
means of generating wealth for individuals and companies.

sales staff into two types. Sales originator and order taking. A salesperson is
a salesperson who finds companies and individuals who can buy the
company's products . This job requires a lot of creativity and communication
skills and is the type of work that people with experience in the profession
do.

The sales receivers are the ones who work in the organization by receiving
the customers who come and do the transaction and packaging work. The
work of these sellers is simpler compared to the above ones.

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4.2 Duties of Sales Professional

A trained salesperson will have the following duties.

1. Providing solutions to customer problems

Customers have different problems and they want to solve these problems
by purchasing. Sellers identify the needs of their customers and provide
them with the type of products that satisfy them.

2. Provide proper service to their customers

Vendors offer a variety of services to their customers. That is, they perform
the functions of advising, providing product usage information, receiving
complaints, checking, testing, and showing defects.

3. Selling to existing and new customers

In addition to selling to existing customers, salespeople need to find new

customers. If this is not the case, you will not be able to register as expected.
In order to expand their market horizon, they perform the task of recruiting
new buyers.

4. Showing customers how to use the product they bought

Customers may not have enough knowledge about the product they are
buying. At this time, sellers should explain to buyers about the process of
using the product and the precautions that should be taken.

5. Building a good image of their company

Since sales staff are in face-to-face contact with their customers, they work
to build a good image so that their company is liked and preferred.

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4.3. Sales procedures

Sales is a career that involves a series of processes. Sales is the process of

persuading and persuading buyers to make a purchase decision. Next, we
will look at the sales processes one by one.

1. Prospecting

Prospecting buyers is the first step in the sales process. Grinding means
finding buyers who are willing and able to buy our products. Instead of sitting
back and waiting for a buyer to come to their store, sellers can go out and
reach out to potential buyers.

Organizations or individuals that we nominate must meet the following

criteria. Those who want to buy, have the ability to buy, have the power to
buy, the ability to buy, and should be accessible.

A method of grinding buyers

We can use a variety of methods when recruiting buyers.

A/ Tip grinding

A seller can find buyers through referrals. We can refer friends, relatives and
people who have already purchased our products to us. A customer who is
satisfied with our product may refer other buyers to us.

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b/ participating in exhibitions and bazaars

Exhibitions and bazaars are where we do a lot of marketing. It is a platform

where buyers and sellers can exchange ideas and create business
connections.

C/ Using influencers

We can find candidates using people who are popular and influential in our
area. These people are very familiar with their surroundings and may know
who is looking for what.

D/ blind grinding

This type of grinding is blindly searching for people we believe will buy.
Contacting all the people and organizations we can find without having any
information about the people is more difficult than the other methods.

2. Pre-approach

After we have identified potential buyers, the next step is to find out more
information about the candidates. In order to contact prospective buyers, we
first need to know about the people's behavior, purchasing power,
experience, personality, and their likes and dislikes. Knowing this will help us
identify ways to approach and persuade buyers. The more we know in
advance, the easier we can communicate.

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 3. Approaching

After studying the behavior of potential buyers, we should approach the

candidates face-to-face. At this time, the seller should attract the buyer's
attention and make the buyer interested in the product he is selling.

When approaching and talking to potential buyers, we should follow the

following strategies.

A/ Start with peace

When approaching potential buyers, we should start by greeting and

introducing ourselves.

For example , “Hello, my name is Mr. Abera. I came from Anbasa

Wholesale Company. Will you let me talk to you for a few minutes ? "

In this way, an opening can be made.

B / interesting presentation

Salespeople can use catchy words to get the buyer's attention. Using catchy
phrases while talking to the buyer will help to grab the buyer's attention.

For example ; “I'm here to bring you something new to help

streamline your business. Can you give me a few minutes ? "

C/ shock presentation

In this approach, the salesperson uses shocking words such as pain; death
burn It can get the buyer's attention by highlighting safety concerns. It is
about releasing fear in the buyer's mind and making them reach a purchase
decision. This approach is often used by insurance companies.

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For example ; "What would you do if your car overturned or caused
an accident to someone ?" ----” “So you have to insure your
property.”

D/ Presentation of product value

In this approach, the seller can start by emphasizing the importance of the
product to the buyer.

For example, “Do you want to reduce your electricity costs by 50% ? "

4th. Product presentation

Product description means giving a broad description of the product we sell

using verbal and visual explanations. The main purpose of product
description is to sell our products to our customers. During the presentation
of the product, we should interview our customers and make them
understand the product.

To make a successful product description, we need to know the following

concepts.

 Good attitude

We may get into heated arguments with buyers during product launches.
They may say things that are annoying or annoying. But we should have a
good attitude towards these people. We need to control our anger and calm
ourselves down. The buyer should not know or read our anger or displeasure
from our faces.

 Explain effectively

A seller must always convince buyers by effectively describing the product.

Buyers will gain a deeper understanding of our product's value when we can

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effectively explain our product's benefits. To do this, we need to have a deep
knowledge of our product.

 Attracting attention

A seller needs to get the buyer's attention. The buyer's thoughts must be
controlled so that they do not stray into other things. An attractive
presentation grabs a buyer's attention.

 Giving buyers the freedom to ask

A smart salesperson always gives buyers a chance to ask and engage.

Buyers clear their doubts about the product while inquiring.

 Letting buyers decide for themselves

A salesperson's responsibility is to help buyers make wise purchasing

decisions on their own. It is the buyers themselves who make the buying
decision. Therefore, we should not argue and pressure them to buy.

5th. Handling Objectives

Most buyers argue before buying. Some sellers are afraid of arguments. But
a debate is a good opportunity for sellers to explain their product well and
convince them. A salesperson's success is measured by his ability to
effectively counter arguments.

I. Common arguments

A/ price objections

This debate often comes up. They raise the argument of high prices and
inability to pay. At this time we can offer different options.

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1st. exhibit diminishing returns;

2nd. Facilitating installment payments at different times;

3rd. Showing proof that other people have bought at the same price is a way
to resolve their complaints.

Quality objections

Arguing over the quality of the product is another common occurrence. At

this time, the seller must explain the quality of the product and show what
makes it better than other products.

C/ service objections/

Some buyers argue about the services provided by the company.

Maintenance service; They want to be provided with shipping services, credit
services and other services.

II. Techniques of handling objections

While there are various dispute prevention strategies, a seller should be able
to avoid disputes as much as possible.

A/ Accepting the arguments that are true

There is no need to settle on face-to-face facts during an argument. For

example, if the price of our product is more expensive than others, if we say
it is expensive, then we should say yes, it is expensive. But from now on, it is
difficult to explain the reason why it is expensive.

Direct denial method

During this hedging strategy, we do not directly tell the buyer that he is
wrong. For example, if we say that our product is of high quality and your
product is of poor quality, we will directly tell him that it is a wrong idea.
Next, we will properly explain the criteria by which our product is better than

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all others. When using this strategy, we must be very careful not to offend
the buyer.

C/ Indirect denial method/

Salespeople use this strategy a lot. This strategy implies that the seller
seems to agree with the buyer's idea in principle, but indirectly, the
argument raised is incorrect. This coping strategy is called the "Yes, you're
right, but ----" strategy.

For example, a buyer; The price is expensive

seller Yes, you are right, the price seems expensive. But if this product is
made 100 percent pure, it can be returned as ------.

D/ Making the argument itself the main reason for the purchase
/boomerang method/

Sometimes salespeople explain the argument as something desirable. They

reverse the argument and use it as a reason to buy.

example; Buyer: The weight of the product is very light. If he says it has no
weight

seller So, this is not what is needed. The simplicity of the product
Explaining the importance.

6th. Trial close

After we describe our product, we need to do a test summary before we can

summarize it directly. Before we can draw conclusions, we need to identify
signs of buying interest.

What is a buying signal?

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A statement of intent to buy is a way for buyers to indirectly state that they
want the product. We can tell in different ways that buyers like the product
and want to buy it. They express their desire to buy through speech or body
movements.

example; A/ When they express their desire to buy in speech

 Do you have a transportation service?

 What happens if I place an order today?

b/ Asking someone else's opinion

“ How is this? ---- it's good? ” to the person next to them When you ask.

C/ When looking at the product they want to buy again and again

D/ When they flip ten times, it shows that there is a desire to buy.

If we see signs of buying interest, we will make a test summary.

A trial summary provides the following benefits.

 We distinguish whether the buyer likes the product or not

 We make sure that we respond to the buyer's complaint properly
 If there is any remaining complaint, it is time to solve it
 It's time to make sure the buyer is ready to buy

We conduct trial summary to understand the buyer's intentions. To do

this, we can ask the following questions.

"How is--- do you like it?---- "

“ You're so cute---don't you? "

"These are the ones that make you happy, aren't they ? "

The fact that we got a positive response to these questions shows that we
have reached the point of agreement. So it means the buyer is ready to

22
buy. If we have successfully completed the trial summary, the following
process is called the closing summary.

7th. Final close

During the closing session, the seller asks the buyer to place an order. If
we explain about our product and solve the complaint about the product
and make a trial summary, we should ask the buyer to order. Some sellers
are afraid to ask the buyer to order; They lose confidence. They go round
and round. Sometimes buyers want to buy and have trouble making a
decision, and they need the help of sellers.

Although there are different closing methods, one of them is called

alternative choice closing method. The seller gives the buyer options to
make a decision.

example; " Should I wrap the red one or the black one?" "

8th. Follow up
We need to monitor customers to ensure they are satisfied with our
products. Asking about the effectiveness of our product over the phone
and in person after we have sold it to the buyer is a way of creating a
good future relationship apart from showing that we care.

Qualification unit five

eh? T ¾‹`‰a ”ÓÉ cKTssU

23
Purpose:

Upon completion of this unit, trainees;

1. You will gain an understanding of how to set up a successful

retail business
2. Develop knowledge in choosing a retail business location
3. ¾‹`‰a ”ÓÉ eƒ^‚Í= “ ›Ã'„‹ create an understanding

eh? T ¾‹`‰a ”ÓÉ cKTssU

5.1. SÓu=Á “ ƒ`ÕT@

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Ÿ=d^ uTÅ^ J ƒ " To dare, it is necessary to see the following points in order
to achieve this success;

1. }'di'ƒ / motivation /
2. KA / Ability /
3. ŸÑuÁ Ò` ¾}³SÅ Gdw / Idea with market/
4. Ów›ƒ / resource/

1. }'di'ƒ / motivation /

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2. KA / Ability /

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3. ÑuÁ }¢` Gdw

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¾eM¡ “ ¾›=”}`'@ƒ ‚¡•KAÍ= uSÖkU gkÙ‹” uS[Í S[w ¾T>gÖ< “ ŸÅ”u™‹ Ò`
uT>Å[Ó òƒ Kòƒ Ó”–<'ƒ iÁß ¾T>ÁŸ“¬'< ¾‹`‰a c<q‹ ›K<:: eK²=IU T”—¬”U
›Ã'ƒ ¾‹`‰a ”ÓÉ ›Ã'ƒ e”S`Ø ¾”ÓÆ Gdv‹” uÑuÁ¬ }ÖnT>‹ ²”É ŸõLÔƒ “ Ÿ›pU ›"
D Á K=³SÉ ÃÑvM:: KUdK? ´p}— ¾Ñu= SÖ” vK¬ ÑuÁ ›"vu= c<ø` T`Ÿ?ƒ
Ÿõ„ ¾}²ÒÌ UÓx‹” KSÓ³ƒ }ÖnT>‹ u =ðMÑ<U ¾SÓ³ƒ ›pT†¬ Ó” LÃðpÉL†¬ ËLM::

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”Ç=G<U u›=”}`'@ƒ iÁß ¾T>ÁŸ“¬” ‹`‰a c<p ¾›=”}`'@ƒ ›ÖnkU w”ðMÓ
uGdw Å[Í ²S“© “ }¨ÇÏ u=J ”U u›}Ñvu` Å[Í Ó” uÑuÁ¬ ²”É }kvÃ'ƒ LÕ[¬ ËLM::
eK²=IU ¾U“slS¬ ¾‹`‰a c<p ›Ã'ƒ ¾T>•\ƒ gkÙ‹ “ ¾›ÑMÓKAƒ e`ß~ Ÿ¨p~ ÑuÁ
Ò` K=³SÆ ÃÑvM::

4. Ów›„‹

uT”—¬ ¾”ÓÉ ”penc? ¾Ó Baat ›Ø`ƒ ¨ÃU ›K d •` ¾u=´'c<” eŸ? T'ƒ w‰ dÃJ”
k×Ã'~” ØÁo ¬eØ ÁeÑvM . eK²=IU ¾‹`‰a ”ÓÉ e“slU KgkÙ‹ SÓ¹ ¾T>¬M um
Ñ”²w , KÅ”u™‹ U‡ ¾J' ¾SgÝ x , SW[ƒ MTƒ ”Ç=G<U ›e} TT˜ ¾J'< ¾gkØ ›ŸóóÄ‹
K=•\” ÃÑvM . ÃI "MJ' Ó" gkÙ‹” uw³ƒ “ u›Ã'ƒ ¾SÁ´ ›pT‹” uÅ”u™‹ ²”É }S^ß' ‹”
”Ç=G<U ¾›p`xƒ Sq^ [Ø ‹Óa‹ eKT>ÑØS<” eŸ? TL”J” ”‹LK”::

ŸLà ¾}ÑKì<ƒ” ›^ƒ ¾eŸ? T'ƒ SÑKÝ‹ }Úvß “ }Óv^© KTÉ[Ó ¨Å SÅu— pÉ
K=K¨Ö< ÃÑvM:: ÃIU pÉ ¾”ÓÉ Y^ pÉ }wKA ènM::

 eK u=´'e Gdw ›'de ›G<” ÁKuƒ Å[Í “ ¾T>•[¬ }Å^i'ƒ

 ¾u=´'c< ¾¨Åò~ ^°Ã “ }M ¢
 ^°¿” ¨ÃU }M ¢¬” ¾T>ÁX"uƒ eM„‹
 ƒ`óT'~” ¾T>Ádà SÓKÝ

5.2. ¾‹`‰a ”ÓÉ ¾Se]Á x S[×

5.2.1. SÓu=Á “ ƒ`ÕT@

K›”É u=´'e ¬Ékƒ ¨ÃU eŸ?ƒ ›e}ªê* ŸT>•^†¬ 'Ña‹ ¬eØ U‡ ¾J'¬ ¾”ÓÉ x S[×
Ñ<MI T>“ ›K¬:: u‹`‰a ”ÓÉ Là ¾}cT\ ÓKcx‹ u›p^u=Á†¬ ¾T>Ñ–< TIu[cw
w‰ ƒŸ<[ƒ uTÉ[Ó ¾x S[× Á"H@ÇK< J•U Ó" eŸ? T ¾‹`‰a ”ÓÉ u=´'e KTssU
KSe]Á x S[× ´Óσ “ Ø“ƒ có ÁK ´ ”vK?K=•[” ÃÑvM:: ²=I Là T¨p ÁKw” 'Ñ` U‡
¾Se]Á x ´Óσ dÃÅ[Óuƒ ¾}Sc[ } ” KÑuÁ¬ }¨ÇÇ] J• ”Ç=kØM ”ÅT>ÁÅ`Ѭ
G<K< U‡ ÁMJ' ¾Se]Á x um ´Óσ }Å`Ôuƒ KÑuÁ¬ }ðLÑ> ¾J'¬” ¾ trade ›Ã'ƒ
K¬Ékƒ ÁÅ`dM::

5.2.2 ¾‹`‰a ”ÓÉ Se]Á x S[× “ ›eðLÑ>'ƒ

26
¾”ÓÉ ¾Se]Á x S[× k×Ã'ƒ ÁK¬ }Óv` '¬:: ÃIU TKƒ u=´'e Ÿ}ssS u L ÃkØLM TKƒ
'¬:: ¾I´w lØ` SÚS` , ¾Å”u™‹ ¾Ó» M md K¬Ø , ›ÇÇ=e ¾SÕÕ¹ ›Ã'„‹ S e ^ƒ “U
¾TIu[cu< ¾ Éу ›p×Ý ukØ U J' u}²ªª] ¾›”Æ” ¾”ÓÉ É`σ ¾Se]Á x Là }î°•
ÁdÉ^M . ¾Se]Á xe”U`Ø ¾T>Ÿ}K<ƒ G<Kƒ 'Øx‹ Là ƒŸ<[ƒ M”cØ ÃÑv“M::

1—. The business ¾ƒ ›"vu= SJ" ”ÇKuƒ

2—. Ÿ}S[Ö¬ ›"vu= Là u¾ƒ—¬ ›p×Ý SJ" ”ÇKuƒ M”¨e” ÃÑvM

w²< Ñ>²? ¨”É “ c?ƒ ux S[× Là ÁL†¬ ´”vK? ¾}KÁ¾ '¬:: ›w³—¬” Ñ>²? c?„‹
KT>•`v†¬ ¾u?}cw HLò'ƒ ¾}'d ¾Se]Á x †¬ ŸS•]Á u? †¬ k[w ÁK¬” ÃS`×K< ÃI
}î°• eŸ? T u=´'e KT”kdke ¾T>• rhen ÉM ÃÑÉuªM::

u‹`‰a ”ÓÉ ¾Se]Á x S[× ›eðLÑ> “ pÉT>Á K=cÖ¬ ¾T>Ñv Ñ<Çà '¬ . U¡”Á~U
¾‹`‰a ”ÓÉ ŸK?KA‹ ¾”ÓÉ ›Ã'„‹ ÃMp ¾ÑuÁ¬ G<'@ ¾T>¨c'¬ u›"vu=¬
uT>•[¬ ¾ }ÖnT>‹ ¾S”ÑÉ Là ”penc?w³ƒ Là ¾}SW[} ¾‹`‰a ”ÓÉ w²<
¾}ÖnT>‹ ¾S”ÑÉ Là ”penc?²<uƒ x Là u=Ÿõ~ eŸ?T ÃJ“K<::

5.2.3 . ¾Se]Á x ¾ƒ ›"vu= SJ" ”ÇKuƒ S¨c”

¾Se]Á x ›"vu=” e”S`Ø ¾›"vu=¬” community source of income, size of the

local population, ¾T>Ñ–<ƒ” }¨ÇÇ] ¾‹`‰a c<q‹ ŸÓUƒ ¬ eØ M“eÑv ÃÑvM::
¾TIu[cu< ¾›=¢•T> G<'@ KU ‫ ¬† نقربا‬n‹ õLÔƒ “ ¾SÓ³ƒ ›pU ÃÑMî“M . ›"vu=¬
¾I´w SÖ" G<'@ TKƒU ¾¨”É ¨ÃU ¾c?ƒ size, ÁÑv ¨ÃU ÁLÑv , The ªm ¨ÃU ¾I퓃
Se}Òwa‹ U” ›Ã'ƒ ¾‹`‰a c<p S¡ðƒ ”ÇKw” Ád¾“M:: ”Ç=G<U u›”vu=¬ ÁK¬ ¾
¬ÉÉ` S”ðe K›ÇÇ=eu=´’e ÁS×M ¨Ãe ›ÁS×U ¾T>K¬” ÃSMeM“M::: Ÿ¬ÉÉ` ›” D
Á K›"vu=¬ }¨ÇÇ] ŸK?K ÁK<ƒ }¨ÇÇ]‹ ›pT†¬ ´p}— ŸJ' “ ¾Å"u™‹ õLÔƒ "K<ƒ
›p^u=‹ ŸõÁK ŸJ ' ›ÇÇ=e ‹`‰au=´'e KS¡ðƒ Áe‹LK<::

5.2.4. Ÿ}S[Ö¬ ¾Se]Á ›"vu= Là ›p×Ý S¨c"

¾‹`‰a c<p ¾T>ssS<uƒ ›"vu= Ÿ ¨ku L c< qu u¾ƒ—¬ ›p×Ý S¡ðƒ ”ÅKuƒ M"¨e”
ÃÑvM:: ÃI” KS¨c” ¾T >Ÿ}K<ƒ” 'Øx‹ ŸÓUƒ ¬eØ M“eÑv ÃÑvM::

G / KS”ÑÉ ¾T>}LKñƒ W‹ SÖ” “ ¾SŸ=“ TqT>Á û`Ÿ=”Ó .

27
w²< c‹ ¾T>}LKñuƒ S”ÑÉ “ ¾SŸ=“ TqT>Á û`Ÿ=”Ó ÁK¬ ›p×Ý K‹`‰a }S racch
'¬ . c< Qa ‹” SŸ=“ ›lS¬ KT>Ѳ< c‹ U‡ SJ” ›Kuƒ . û`Ÿ=”Ó ¾K?K¬ x Å”u™‹
SŸ=“ TqU eKTËK< Kc<n‹” }eTT> ›ÃJ”U .

K/u=e'c< ¾T>Ÿðƒuƒ ¾Ó^ k˜ S”ÑÉ ›p×Ý

” de c<n‹” ›Ã'ƒ S”ÑÆ” Ó^ k˜ ›p×Ý M”¨e” ÃÑvM:: KUdK? Ò²?× fuel ¾T>gÖ<ƒ
Ÿu?ƒ ¨Å e^ vK¬ ›p×Ý c=J” SÅu— ¾J'< ¾‹`‰an ¾T>gØv†¬ c<q‹ Ó” Å”u ™‹
Ÿe^ ¨Å u?ƒ uT>Ñu<uƒ ›p×Ý u=J” ÃS[×M::

N/ u}ÚT]U ›ÖÑv‹” ÁK¬” ¾”ÓÉ É`σ ŸÓUƒ ¬eØ TeÑvƒ Õ`w“M KUdK? Mwe u? Т
Ÿ›ÖÑu< UÓw "K KSe]Á x 'ƒ ›ÃS[ØU .

5.3. ¾‹`‰a ”ÓÉ eƒ^‚Í= “ ›Ã'„‹

5.3.1. SÓu=Á “ ƒ`ÕT @

Retail ”ÓÉ TKƒ “KU”U ×Mn Ñw'ƒ ›ÑMÓKA„‹” ¨ÃU gkÙ‹” ukØ K}ÖnT>‹ Με gØ
vI] ÁK¬ ¾”ÓÉ ”penc? '¬:: ‹`‰ rîês gkÙ ‹” ¾T> h Ö<ƒ ukØ for profitable ‹
dÃJ” KÓM ¨ÃU Ku?}cv© õÐ õLÔƒ KT>Ѳ< ÓKcx‹ '¬::

¾‹`‰a c<q‹ U`„‹” ¨Å }ÖnT>¬ uTÉ[e uŸ<M Ÿõ}— T>“ А L†¬ . ÃIU TKƒ ÁK ‹`
‰a c<q‹ T”—¬U gkÙ‹ Ÿ}S[~uƒ x ¨Å }ÖnT>¬ K=Å`c< ›Ã‹K<U . ¾‹`‰a c<q‹
vL†¬ k[w ÁK ¾Å”u™‹ Ó”–<'ƒ ¾}ÖnT>‹” õLÔƒ uT¨p [ÑÉ Ÿõ ÁK role as well
New U`„‹ ¨ÃU ›ÑMÓKA„‹ ”Ç=S[~ Ñ<MI ›e}ªê* ›L†¬::

5.3.2. ¾‹`‰a ”ÓÉ eƒ^‚Í=

u‹`‰a ”ÓÉ eŸ? T KSJ” ‹`‰ ក ‹ ^d†¬” ŸK?L—¬ ‹`‰a K¾ƒ TÉ[Ó “
¾}ÖnT>‹” õLÔƒ KT`”ƒ Áe‹M ²”É ¾^d¬ ¾J' eƒ^‚Í= K=k` Pure ÃÑvM:: ÃI
eƒ^‚Í= ¾‹`‰a ”ÓÉ eƒ^‚Í= ¬IÊ‹ / retail mix / uSvM èn Lù 'c < U; -

1. ¾T>gÖ<ƒ gkÙ‹/›ÑMÓKAƒ” u}SKŸ}

2. uc<p K=•\ ¾T>Ñv ¾U`ƒ w³ƒ / quantity of a commodity/
3. U`„‡ ¨ÃU ›ÑMÓKA„‹ K=gÖ<uƒ ¾T>Ñv x
4. ¾‹`‰a c<q‹ ›ÑMÓKAƒ ¾T>cÖ<uƒ G<'@

28
 5. Price }S” ›Ã'ƒ
6. ¾c<p Ñî

1/ ¾gkÙ‹” ›ÑMÓKA„‹” u}SKŸ}

‹`‰ প ¾T>Ák`wv†¬ gkÙ‹ uØ^ƒU J' uT>cÖ<ƒ ¾›ÑMÓKA„‹ ›Ã'ƒ }ÖnT>‹”

K=eu< uT>‹K<uƒ [ÑÉ KTp [w K=}Ñ< ÃÑvM::KUdK? K‹`‰a ¾k[u< n‹
¾}ÖnT>¬” õLÔƒ }ÖnT> n¬” K=ÖkUuƒ KT>ðMÓ ›LT “ ¾ n¬ ¾”ÓÉ eU ¨ÃU
UM¡ƒ [ÑÉ U” Á ¡M }eTT> '¬:: KUdK? ›”É ¬É ¾J' ¾ Ï c¯ƒ Ÿ ªm ¾”ÓÉ UM¡ƒ eU
Ñ»¬” ¾Ñ³¬ nc¯ƒ ŸSlÖ` u}ÚT] ¾”ÓÉ UM¡ƒ Ÿõ ÁK ¾dâKAÍ= Ku ^ ƒ K=cÖ¬
ËLM . u²=I [ÑÉ ›”É †`‰] K=ѳ†¬ ¾T>Ñv gkÙ‹ KÅ”u™‹ K= h Ö< ¾T>‹K lu ƒ
uÑuÁ¬ "K<ƒ }ÖnT>‹ ›" í` KÄ K=Á¨× ÃÑvM : .

2/ u‹`‰a c<p K=•` ¾T>Ñv ¾gkØ w³ƒ

›”É }Sddà U`ƒ ¨ÃU u}Sddà É`σ ¾}S[} ¾U`~ ›Ã'ƒ ŸkKU uØ^ƒ “ uSÖ” u}SddÃ
ÃKÁÁM . u²=I [ÑÉ จ `‰ ส ¬ uc<p ¬eØ K=• r ¾T>Ñv gkÙ‹” u}KÃU uØ^ƒ “
size uU” ÁIM w³ƒ in c<l ¬eØ K=Ñ–< ”Ç =Ñv K= ¨p ÃÑvM::

3/ ¾iÁß x ” u}SKŸ}

¾‹`‰a c<q‹ ux S[× [ÑÉ U‡ K=J'< ÃÑvM:: u²=I [ÑÉ ч `‰ ‹ ¾c <q‹” x} uS¨c”
Å[Í ¾T> Ÿ}K<ƒ” 'Øx‹ ŸÓUƒ ¬eØ K=ÁeÑu< ÃÑvM . 1 .

4/ ¾ÑuÁ Ñ>²?Á‹” SK¾ƒ

Å”u™‹ ¨Å c<q‹ ¾T>SÖ<uƒ” c¯ƒ “ ¾iÁß SÖ” Ÿõ “ lower ¾T>K<v†¬” k“ƒ “ c đ ƒ

KÄ T¨p Ów›„ Ç ” ŸTe}ÇÅ` Å[Í Ñ<MI É`h ›K¬ . KUdK? ¾Å”u™‹ ¾Ñ>²? ›ÖnkU
uT¨p ¾›ÑMÓKAƒ c›ƒ” Te}"ŸM ”Ç=G<U iÁß ¾T>u³v†¬" M¿ Ñ>²?›„‹ uSK¾ƒ
KUdK? Bebea Lƒ , c`Ó , M ` Qa ƒ ¨.².} uSK¾ƒ ¾gkÙ‹” w³ƒ Te}"ŸM ÉLM::

5/ ¾ªÒ }S” u}SKŸ}

”ÅT>•^†¬ ¾}ÖnT>‹ ›vLƒ uSS`¢´ è `‰ ‹ ¾}KÁ¿ ›Ã'ƒ ¾ªÒ }S” K=Ÿ}K<

ËLK<:: } our reach ´p}— TIu[cw ŸJ' ; ´p}— ªÒ }S” ”Ÿ}LK” . u}n^'>¬ }Å^i'

29
‹” KŸõ}— ¾Ñu= SÖ” TIu[cw if ¬É ªÒ }S” ”Ÿ}LK” . ²=I Là K= ¨p ¾T>Ñv¬
¾U“eŸõK¬ ¾ªÒ }S” ¾T>•\” ¾Å”u— ›Ã'ƒ ÃÑKíM .

6/ ¾c<q‹ Ñî

u‹`‰a ”ÓÉ Là shops " ¾U"c skull †¬ ¾Te ¨mÁ ›p×Ý na T^Ÿ='ƒ u}ÖnT> ‹
Là }î • ›L†¬ . u²=IU ¾c<q‹ Ñî U” SUcM ”ÇKuƒ “ ¾Te ¨mÁ “ of ›p×Ý Ö ƒ T>‹
T^Ÿ='ƒ SÖ” “ k KU U” SUcM ”ÇKuƒ Ø”no K=Å [Ó ÃÑvM:: ¾U”ÖkUv†¬ ¾Te
¨mÁ ›Ã'„‹ ›L Ma †¬ gkÙ‡ Ó”³u? “ ´”vK? K=ðØ Ru ¾T>‹K< SJ” ›Kv†¬ .

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