“Goods sit in the warehouse until they are marketed”
“Goods sit in the warehouse until they are marketed”
The
important function of storing products is properly performed through
warehousing. The place where goods are stored is known as a warehouse. The term
‘ware’ or ‘merchandise’ and collectively warehouse is considered as a building
or room for storing goods. In common practice, warehouse mean godowns.
Warehousing is a significant function of marketing. It creates time utility and
accumulates goods for a certain period to make equal distribution of the same
goods throughout the year. It includes holding of goods in proper condition
from its production until consumers need it. It protects goods from
deterioration and help in carrying over the surplus goods to the place of
consumption. Warehouses help businessmen to keep their surplus during slack
season to sell them at the time of need.
Thus,
storage is one of the physical distribution functions of marketing whereas;
warehousing embraces storage and helps other marketing functions such as
assembling, grading and transportation etc.
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“A place (building or room) in which
goods or merchandise are stored for marketing is called a warehouse and the
process of storing, assembling and grading etc. is called warehousing”
Main Points
A place (building or room)
Where the process of storing,
assembling and grading etc. is carried on
To prepare the products for marketing
or shipping
Importance
of Warehousing
Seasonal Production
Some
products like agricultural goods are produced only in a particular season but
they are required for consumption throughout the year. Warehousing or storage
is necessary for such commodities, so that they can be made available to its
consumers throughout the year.
Seasonal Demand
Some
goods are produced throughout the year but these are required only in a
particular season e.g. umbrella, raincoats, warm clothes etc. This type of
commodity is produced throughout the year but is kept in store till the arrival
of season.
Surplus Production
Mostly
surplus goods are manufactured in anticipation of demand. So they have to be
stored safely in warehouses till its demand. This manufactures store them for
wholesalers and wholesalers store them for retailers until consumers demand
them.
Processing
Some
goods curing and processing before their final sales like coffee, seeds and
fruits etc. Hence storing is necessary for these types of product.
Raw Material
For
the smooth working of production cycle in large-scale industry in modern era,
it is necessary to store the raw material. This can help in the continuity of
large-scale production.
Efficient Marketing
To
market the goods efficiently, adequate storing facilities should be available.
Protection of Goods
Sufficient
space, proper location, adequate equipment of a warehouse give protection to
the goods against cold, heat, moisture, fire and thieves etc.
Stability of Price
To
create equilibrium in demand and supply, it is necessary to keep surplus stock
and release the same at the time of scarcity. This can help in maintaining the
stability in prices.
Revenue
The
warehouse-keepers pay income tax to the government on their own business
income. The custom and excise duties are also collect through them.
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