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OVERVIEW, LEARNING OBJECTIVES, CLASS PREPARATION

CHAPTER 14-Wholesaling, Retailing and Physical Distribution

OVERVIEW
This chapter deals with the third element in the marketing mix: distribution. Before examining in detail the various intermediaries in the distribution process, we consider several marketing channels for consumer and industrial products. We introduce the concept of market coverage and partnering through supply-chain management, and identify three types of vertical marketing systems. Next, we discuss marketing intermediaries individually. Pointing out the importance of wholesaling services to retailers and manufacturers, we describe three broad categories of wholesalers based on the activities they perform: merchant wholesalers; commission merchants, agents, and brokers; and manufacturers’ sales branches and offices. Then we classify retailers (the intermediaries most familiar to students) as in-store or nonstore. We look briefly at the types of planned shopping centers. Finally, we discuss distribution functions: inventory management, order processing, warehousing, materials handling, and transportation.


Learning Objectives
After studying this chapter, students should be able to:
1. Identify the various channels of distribution that are used for consumer and industrial products.
2. Explain the concept of market coverage.
3. Understand how supply-chain management facilitates partnering among channel members.
4. Describe what a vertical marketing system is and identify the types of vertical marketing systems.
5. Discuss the need for wholesalers and describe the services they provide to retailers and manufacturers.
6. Identify and describe the major types of wholesalers.
7. Distinguish among the major types of retailers.
8. Identify the categories of shopping centers and the factors that determine how shopping centers are classified.
9. Explain the five most important physical distribution activities.
Class Preparation

Format for Discussion Questions: Typed, (Question in bold) followed by double space and then your answer.
Assignments may be submitted in class paper copy, email, or via Blackboard.
Late assgnments will recieve a maximum of 50% credit

CLASS PREPARATION

READ Chapter 14, Video Case 14.1 Be prepared to discuss the questions at the end of the case
Answer Discussion Questions 1,2,4

 
Crossword: Please download to desktop then open

 

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