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Marketing Functions - Exchange Function

This document discusses marketing functions, with a focus on buying and selling. It states that buying and selling is the most important activity in the marketing process, as goods are transferred from seller to buyer at each stage. The number of buying and selling transactions depends on the length of the marketing channel. For farm commodities, there are typically buying and selling activities when goods move from the farmer to wholesaler to retailer to consumer. The document also outlines some of the key considerations and problems involved in the buying and selling activities and processes.

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Atharva Dumbre
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527 views

Marketing Functions - Exchange Function

This document discusses marketing functions, with a focus on buying and selling. It states that buying and selling is the most important activity in the marketing process, as goods are transferred from seller to buyer at each stage. The number of buying and selling transactions depends on the length of the marketing channel. For farm commodities, there are typically buying and selling activities when goods move from the farmer to wholesaler to retailer to consumer. The document also outlines some of the key considerations and problems involved in the buying and selling activities and processes.

Uploaded by

Atharva Dumbre
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Lecture No.

12

Marketing functions

Exchange functions

– Buying and Selling


Marketing functions
Any single activity performed in carrying a
product from the point of its production to the ultimate
consumer may be termed as a marketing function. A
marketing function may have anyone or combination of
three dimensions, viz., time, space and form.
The marketing functions involved in the
movement of goods from the producer to its ultimate
consumer vary from commodity to commodity, market to
market, the level of economic development of the country
or region, and the final form of the consumption.
BUYING AND SELLING:-

Buying and selling is the most


important activity in the marketing process. At every
stage, buyers and sellers come together, goods are
transferred from seller to buyer, and the possession
utility is added to the commodities.
The number of times the selling-and-
buying activity is performed depends on the length
of the marketing channel.
In the shortest channel where no
middleman is involved, this activity takes place
only once, i.e., the producer or farmer sells and
the consumer purchases.
But, usually, in the case of farm
commodities, selling/buying activities are
undertaken each time when the produce moves
from the farmer to the primary wholesaler, from
the wholesaler to the retailer, and from the
retailer to the consumer.
BUYING

The buying activity involves the purchase


of the right goods at the right place, at the right
time, in the right quantities and at the right price.
It involves the problems of what to buy,
when to buy, from where to buy, how to buy and
how to settle the prices and the terms of
purchase.
.
SELLING
The selling activity involves personal or
impersonal assistance to or persuasion of, a
prospective. buyer to buy a commodity.
The objective of selling is to dispose of the
goods at a satisfactory price. The prices of products,
particularly of agricultural commodities vary from
place to place, from time to time, and with the
quantity to be sold. Selling, therefore, involves the
problems of when to sell, where to sell, through whom
to sell, and whether to sell in one lot or in parts.
Methods of Buying and Selling:-

1) Under Cover of a Cloth (Hatha System)


2) Private Negotiation
3) Quotations on Samples taken by Commission
Agent
4) Dara Sale Method
5) Moghum Sale Method
6) Open Auction Method
7) Close Tender System

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