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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill
Retailers, wholesalers, and their strategy planning

Video Concept Case - Creston Vineyards

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 3.

general merchandise wholesalerdrop-shipperspecialty wholesaler
broker



1

Video 12-1 (2049.0K) Creston Vineyards is a small winery in California that sells its wines all over the U.S. They rely on several intermediaries to get their wine to the consumer. This earns a commission for bringing buyers and sellers together. He serves the same purpose as a salesperson but costs less than keeping a full tie employee in the field.
2

Video 12-2 (1580.0K) This middleman owns the product, and acts as an intermediary between the vineyard and retailers. They are most likely a rather than a .
3

Video 12-3 (1358.0K) This warehouse acts as a convenient location for smaller distributors to buy Creston wines. The warehouse is definitely not a .




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