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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Retailers, Wholesalers and Strategic Distribution

Chapter Objectives

When you finish this chapter, you should:

Know how producers and wholesalers view retailers as members of the channel of distribution.

See why belonging to a chain or a buying group can be important to a retailer.

Understand how retailers should plan their marketing strategies.

Know how technology and globalization are having an impact on retailing.

Know the various kinds of merchant wholesalers and agent intermediaries and the strategies they use.

Know what progressive wholesalers are doing to modernize their operations and marketing strategies.

Understand the important new terms (shown in the margins).

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