tailieunhanh - Basic Marketing: A Global−Managerial Approach Chapter 13

Chapter 13. Retailers, Wholesalers and Their Strategy Planning. 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. | I Perreault-McCarthy Basic I Marketing A Global-Managerial Approach 14 e 13. Retailers Wholesalers I Text and Their Strategy Planning The McGraw-Hill Companies 2002 1 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 retailers including Internet merchants and others who accept the massmerchandising 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 shown in red . Chapter Thirteen Retailers Wholesalers and Their Strategy Planning Frieda s Inc. is a family-owned wholesale firm that each year supplies supermarkets with 30 million worth of exotic fruits and vegetables. It was started by Frieda Caplan in 1962 now her daughters Karen and Jackie run the company. It is a sign of the marketing savvy of these women that kiwi fruit artichokes Chinese donut peaches alfalfa sprouts spaghetti squash pearl onions and mushrooms no longer seem very exotic. All of these crops were once viewed as unusual. Few farmers grew them and consumers didn t know about them. Supermarkets and traditional produce wholesalers didn t want to handle them because they had a limited market. Frieda s helped to change all that. Caplan realized that some supermarkets wanted to put more emphasis on their produce departments. These retailers were targeting consumers who