EQUALISATION: The Third major process of the marketing machinery is the Equalization'
. According to Clarck & Clarck; "Between these process of Concentration and Dispersion occurs the activity which we call Equalization'. Equalization consists of adjustment of supply to demand on the basis of time, quantity and quality ". In simple words, equalization is the process of making available of goods in a particular place or market just in accordance to the actual demand so that the changes of loss might be minimized. It is the process of adjustment of supply to the actual demand of a particular place. After concentration, it has to be seen that the right kind of goods in right quantity are being taken to a particular market according to the demand. If the equilibrium between the supply and demand is diminished, it is quite possible that it may cause heavy loss either on the part of supplier or to the buyers. It may also go against the interest of the consumers who might not get right type of products in right or stipulated quantity. In this way the process market goes on simultaneously. The wholesaler procures the goods and the make available to retailer as the demand in different market as per the requirement. In this way, in their activity of the dispersion they look to the equalization.