| Retailing and Wholesaling 401
Chapter 13 | Retailing and Wholesaling 401
Other trends in retailing include the rise of megaretailers, the rapid and mail-order wholesalers). Second, brokers and agents do not growth of nonstore retailing, the growing importance of retail
take possession of the goods but are paid a commission for aiding technology, a surge in green retailing, and the global expansion of
buying and selling. Finally, manufacturers’ sales branches and of- major retailers.
fices are wholesaling operations conducted by nonwholesalers to bypass the wholesalers.
Explain the major types of
Like retailers, wholesalers must target carefully and position
wholesalers and their marketing decisions.
themselves strongly. And, like retailers, wholesalers must decide on product and service assortments, prices, promotion, and
(pp 394–400) place. Progressive wholesalers constantly watch for better ways Wholesaling includes all the activities involved in selling goods or
to meet the changing needs of their suppliers and target cus- services to those who are buying for the purpose of resale or busi-
tomers. They recognize that, in the long run, their only reason ness use. Wholesalers fall into three groups. First, merchant
for existence comes from adding value by increasing the effi- wholesalers take possession of the goods. They include full-service
ciency and effectiveness of the entire marketing channel. As with wholesalers (wholesale merchants and industrial distributors) and
other types of marketers, the goal is to build value-adding cus- limited-service wholesalers (cash-and-carry wholesalers, truck
tomer relationships.
wholesalers, drop shippers, rack jobbers, producers’ cooperatives,
KEY Terms
OBJECTIVE 1
Service retailer (p 378)
OBJECTIVE 3
Retailing (p 374)
Wheel-of-retailing concept (p 390) Retailer (p 374)
Discount store (p 378)
Off-price retailer (p 378)
Shopper marketing (p 374)
Independent off-price retailer (p 378)
OBJECTIVE 4
Specialty store (p 376)
Wholesaling (p 394) Department store (p 376)
Factory outlet (p 378)
Wholesaler (p 394) Supermarket (p 376)
Warehouse club (p 380)
Merchant wholesaler (p 396) Convenience store (p 377)
Chain stores (p 381)
Franchise (p 381)
Broker (p 396)
Superstore (p 378)
OBJECTIVE 2
Agent (p 396)
Category killer (p 378) Manufacturers’ sales branches and
Shopping center (p 388)
offices (p 396)
• Check your understanding of the concepts and key terms using the mypearsonmarketinglab study plan for this chapter. • Apply the concepts in a business context using the simulation entitled Retailing/Wholesaling.
DISCUSSING & APPLYING THE Concepts
Discussing the Concepts
6. What is retail convergence? Has it helped or harmed small retailers? (AACSB: Communication; Reflective Thinking)
1. Discuss how retailers and wholesalers add value to the marketing system. Explain why marketers are embracing the
Applying the Concepts
concept of shopper marketing. (AACSB: Communication; Reflective Thinking)
1. The atmosphere in a retail store is carefully crafted to
2. influence shoppers. Select a retailer with both a physical store Discuss the factors used to classify retail establishments and list the types within each classification. (AASCB:
and an online store. Describe the elements of the physical Communication)
store’s atmosphere, such as coloring, lighting, music, scents, and décor. What image is the store’s atmosphere projecting?
3. List and briefly discuss the trends impacting the future of Is the atmosphere appropriate given the store’s merchandise retailing. (AACSB: Communication)
assortment and target market? Which elements of the
4. Suppose you are a manufacturer’s agent for three lines of physical store’s atmosphere are in the online store’s complementary women’s apparel. Discuss the types of
atmosphere? Does the retailer integrate the physical store’s marketing mix decisions you will make. (AACSB:
atmosphere with its online presence? Explain. (AACSB: Communication; Reflective Thinking)
Communication; Use of IT; Reflective Thinking)
5. Discuss the different organizational approaches for retailers
2. Shop for a product of your choice on Amazon.com. Do and provide an example of each. (AACSB: Communication;
consumer reviews influence your perception of a product or Reflective Thinking)
brand offered? Consumers participating in the Amazon Vine
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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