Discuss the need for wholesalers, describe the services they provide, and identify the major types of wholesalers.
Wholesalers are intermediaries that purchase from producers or other intermediaries and sell to industrial users, retailers, or other wholesalers. Wholesalers perform many functions in a distribution channel. If they are eliminated, other channel members—such as the producer or retailers—must perform these functions.
Wholesalers provide retailers with assistance in promoting products, collecting information and financing. They provide manufacturers with sales assistance, reduce their inventory costs, furnish market information, and extend credit to retailers.
Merchant wholesalers buy and then sell products. Commission merchants and brokers are essentially agents and do not take title to the goods they distribute.
Sales branches and offices are owned by the manufacturers and resemble merchant wholesalers and agents, respectively.
Learn More :
Distribution and Promotion of Products
- Uses of Public Relations
- Types of Public Relation Tools
- Factors Influencing the choice of Sales Promotion Method
- Sales Promotion Objectives
- Six Steps of the Personal-Selling Process
- Social & Legal Considerations in Advertising
- Major Steps in Developing an Advertising Campaign
- Types of Advertising by Purpose
- Combination of promotion methods a firm uses to reach a target market
- Partnering Through Supply: Chain Management
- Understand the types and uses of public relations.
- Describe sales promotion objectives and methods.
- Recognize the kinds of salespersons, the steps in the personal selling process, and the major sales management tasks.
- Explain the three types of advertising and describe the major steps of developing an advertising campaign.
- Understand the basic elements of the promotion mix.
- Explain how integrated marketing communications works to have the maximum impact on the customer.
- Explain the five most important physical distribution activities.
- Distinguish among the major types of retailers and shopping centers.
- Understand how supply-chain management facilitates partnering among channel members.
- Identify the various distribution channels and explain the concept of market coverage.
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