Chapter 12. Retailing and Wholesaling. Road Map: Previewing the Concepts. Explain the roles of retailers and wholesalers in the distribution channel. Describe the major types of retailers and give examples of each. Identify the major types of wholesalers and give examples of each.
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Retailing and Wholesaling
Includes all the Activities Involved in Selling Goods or Services Directly to Final Consumers for Their Personal, Nonbusiness Use.
Provide Few or No
i.e. Best Buy
Provide Only a Limited
Number of Services
Retailers that Provide a
Full Range of Services
i.e. Neiman Marcus
Narrow Product Line, Deep Assortment i.e. The Limited or Athlete’s Foot
Wide Variety of Product Lines i.e. Clothing, Home Furnishings i.e. Saks Fifth Avenue
Wide Variety of Food, Laundry, & Household Products i.e. Kroger
Limited Line of High-Turnover Convenience Goods i.e. 7-Eleven
Large Assortment of Routinely Purchased Food, Nonfood Products i.e. Target
Standard Merchandise at Lower Prices
Changing Collection of Higher-Quality Goods at a Reduced Price i.e. T.J. MaxxClassification of Retailing:Product Line (Tab. 12-1)
Key Tool of Nonprice Competition
for Setting One Store Apart From
Product & Service Assortment,
Using Advertising, Personal Selling, Sales Promotion, Public Relations, & Direct Marketing to Reach Customers
Shopping Centers, Central Business Districts, Power Centers, or Online ShoppingRetailer’s Price, Promotion, and Place Decisions
Location, Location, Location!
Growth of Nonstore Retailing
Increasing Intertype Competition
Rise of the Megaretailers
Growing Importance of Retail Technology
Global Expansion of Major Retailers
Retail Stores as “Communities” or “Hangouts”The Future of Retailing
Includes all the activities Involved in Selling Goods and Services to Those Buying for Resale or Business Use.
Wholesalers are Often Better at Performing One or More of the Following Channel Functions:
Services & Advice
Selling & Promoting
Business that Takes Title to the
Merchandise it Handles.
Manufacturers’ Sales Branches and Offices
Wholesaling by Sellers or Buyers Themselves
Rather Than Through
Agents & Brokers
They Don’t Take Title to
the Goods, and They
Perform Only a Few
Functions.Types of Wholesalers
Distinction Between Large Retailers and Wholesalers Blurs
Wholesalers Will Continue to Increase the Services ProvidedTrends in Wholesaling
Wholesalers Are Beginning to Go Global