Point of Sale can be defined as the physical location at which goods are sold to customers. In a specific sense, sales promotion includes those sales activities that supplement both personal selling and advertising and coordinate them and help to make them effective, such as displays, shows and expositions, demonstrations and other non-recurrent selling efforts not in the ordinary routine.

Point of Sale can also be termed as a retail shop, a checkout counter in a shop, or a variable location where a transaction occurs. When a firm has a payable or receivable denominated in a foreign currency, a change in the exchange rate will alter the amount of local currency received or paid. Such a risk or exposure is referred to as transaction exposure.

Cash is the most liquid asset. It is of vital importance to the daily operations of business firms. While the proportion of corporate assets held in the form of cash is very small, often between 1 per cent and 3 per cent, its efficient management is crucial to the solvency of the business because in a very important sense cash is the focal point of fund flows in a business. In

view of its importance, it is generally referred to as the "life blood of a business enterprise”.

Why does a firm need cash? There are two primary reasons for a firm to hold cash: firstly to meet the needs of day-to-day transactions and secondly to protect the firm against uncertainties characterizing its cash flows. It is obvious that cash serves necessary functions. Nevertheless, cash is an idle resource. Holding too much cash forfeits alternative investment opportunities. Therefore, the financial manager should carefully control all cash.

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