Retailers provide time, place, form, and possession utilities.

Time utility is provided by stores with convenient time-of-day

(e.g., open 24 hours) or time-of-year (e.g., seasonal sports equipment available all year) availability. Place utility is provided by the number and location of the stores. Possession utility is provided by making a purchase possible (e.g., financing)

or easier (e.g., delivery). Form utility is provided by producing or altering a product to meet the customer’s specifications (e.g., custom-made shirts).