Chapter_12_Wholesaler

Question 1

Breath and depth of product line.

Answer 1

Breath as in variety of product line. depth as in number of items within the product line.

Question 2

The features of merchant wholesaler

Answer 2

• Independently owned businesses
– Take title to goods and assume ownership risks
– Buy and resell products to other wholesalers, business customers or retailers
– Involved in packaging and developing private brands • Provide market coverage and make sales
contacts
• Furnish customer support and handle orders
• Collect market information and store inventory

Question 3

Full service wholesaler category

Answer 3

• General-merchandise wholesalers
carry a wide product mix, but offer limited depth within product lines
• Limited-line wholesalers
carry only a few product lines but offer an extensive assortment of products within those lines
• Specialty-line wholesalers
offer the narrowest range of products, including single product line or a few items within a product line and Rack jobbers , own and maintain display racks in stores

Question 4

What is the different between full-service wholesaler and limited service wholesaler

Answer 4

Limited service owns the inventory but provide limited service, charge lower rate and smaller profit than full-service wholesaler

Question 5

Types of limited service wholesaler

Answer 5

• Cash-and-carry wholesalers - customers pay cash and furnish transportation(fish seller)
• Truck wholesalers - transport products directly to customers for inspection and selection (provide soft drink to restaurant)
• Drop shippers - own the product but not carry them, take order from retailer and let manufacturer ship the product directly to retailer.
• Mail-order wholesalers - use catalogs instead of a sales force to sell products to retail and business buyers

Question 6

Different kinds of limited service wholesaler comparison

Answer 6

See slides

Question 7

Agent works for long term basis and broker works for temporary basis

Answer 7

True

Question 8

What agent you should choose if you sell product oversea?

Answer 8

Manufacture agent

Question 9

What is different between selling agent and manufacturer agent

Answer 9

selling agent doesn’t have territorial restriction.

Question 10

What is different between sales branch and sales office?

Answer 10

Branch office carry inventory

Question 11

• Retailing – a set of business activities that add value to the products and services sold to consumers for their personal or family use.
• A retailer is a business that sells products and/or services to consumers for personal or family use.

Answer 11

True

Question 12

How retailer add value?

Answer 12

Provide Assortment
Break Bulk
Buy it in quantities customers want
Hold Inventory convenient place
when you want it
Offer Services

Question 13

What retailer can provide?

Answer 13

Place Utility
Time Utility
Possession(拥有)Utility

Question 14

What is the most important decision that retailer marketer make?

Answer 14

Target Market
– Product Assortment(各式各样） and Services – Price
– Promotion
– Place

Question 15

What’s the Big Deal About Shopping on the Internet?

Answer 15

• Almost 75% of U.S. consumers use the Internet to search for information about clothes, shoes, toys, and health and beauty products before they buy an item.
• 83% of customers search online before buying electronics, computers, books, music or movies.
• Internet channels allow retailers to offer a great assortment of products and provide more information to customers.
• The Internet allows retailers to collect information about consumer shopping habits.
• The Internet allows the retailer to enter new markets economically.

Question 16

What is omni retailer?

Answer 16

The multichannel retailer

Question 17

Mobile Internet Shopping challenge

Answer 17

– Portable
– Location sensitive 
– Push notifications 
– Touchscreen
– Smaller screen size 
– Apps

Question 18

Challenges of Effective Multichannel Retailing

Answer 18

• Seamless shopping experience
• Most retailers don’t have distribution systems set up
to accommodate orders from multiple channels
• Centralized vs decentralized (home depot case)
• Integrated Shopping Experience
• Merchandise assortment
• Pricing strategies

Question 19

How best buy survive?

Answer 19

Best buy has service that online retailer can’t provide

Question 20

What is the retail positioning?

Answer 20

How you position the store

Question 21

What is scramble merchandising of retailer?

Answer 21

Have unrelated products in store. it hurts selling

Question 22

What is retail merchandising of retailer?

Answer 22

Where u place the merchandise in store.