Essentials of Marketing

1
Chapter 12 Retailers, Wholesalers, and
Their Strategy Planning
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Chapter 12 Objectives
When you finish this chapter, you should

• 1. Understand how retailers plan their marketing
  strategies.
• 2. Know about the many kinds of retailers that
  work with producers and wholesalers as members of
  channel systems.
• 3. Understand the differences among the
  conventional and nonconventional
  retailersincluding Internet merchants and others
  who accept the mass-merchandising concept.
• 4. Understand scrambled merchandising and the
  wheel of retailing.
• 5. See why size or belonging to a chain can be
  important to a retailer.

• 6. Know what progressive wholesalers are doing
  to modernize their operations and marketing
  strategies.
• 7. Know the various kinds of merchant
  wholesalers and agent middlemen and the
  strategies that they use.
• 8. Understand why retailing and wholesaling
  have developed in different ways in different
  countries.
• 9. See why the Internet is impacting both
  retailing and wholesaling.
• 10. Understand the important new terms.

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Retailing
Key Economic Factors Affecting Consumers Retail
Choice
12-3
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Types of Retailers
Exhibit 12-1
12-4
5
Focusing on Convenience
12-5
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Retailing on the Internet
12-6
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Retail Chains
12-7
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The New Face of Wholesaling
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Types of Wholesalers
Exhibit 12-5
12-9
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Types of Merchant Wholesalers
General Merchandise
Types of Merchant Wholesalers
Rack Jobbers
Single- or General-Line
Catalog
Specialty
Cash-and-Carry
Truck
Drop-Shippers
12-10
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Types of Agent Middlemen
12-11
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Key Terms
Hypermarkets Convenience (Food) Stores Automatic
Vending Door-to-Door Selling Telephone/Direct
Mail Wheel of Retailing Scrambled
Merchandising Corporate Chain Cooperative
Chains Voluntary Chains Franchise Operation
Retailing General Stores Single/Limited Line
Stores Specialty Shop Department
Stores Mass-Merchandising Concept Supermarkets
Discount Houses Mass-Merchandisers Supercenters
More
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Key Terms
Drop-Shippers Truck Wholesalers Rack
Jobbers Catalog Wholesalers Agent
Middlemen Manufacturers Agent Brokers Export
Import Selling Agents Combination Export
Manager Auction Companies
Wholesaling Wholesalers Manufacturers Sales
Branches Merchant Wholesalers Service
Wholesalers General Merchandise Wholesalers Singl
e- or General-Line Wholesalers Specialty
Wholesalers Limited-Function Wholesalers Cash-an
d-Carry Wholesalers
12-13