Wholesale marketing
DESCRIPTION
Marketing involving the sale of offerings intended for resale and where customers may be retailers or other marketing intermediaries.
Marketing involving the sale of offerings intended for resale and where customers may be retailers or other marketing intermediaries.
KEY INSIGHTS
While wholesale marketing is most often associated with the sale of offerings to retailers for subsequent resale to consumers, it may also involve the provision of the firm’s offerings to any number of marketing intermediaries or business organizations who may also be wholesalers themselves. Thus, the firm’s customers may be industrial, institutional, commercial, and professional organizations. Wholesalers may also act as agents or brokers facilitating exchanges among such organizations. A common practice in wholesale marketing is to supply goods to customers in relatively large quantities and at bulk prices, where such customers, in turn, offer them to their customers in smaller quantities and at markedup prices. Wholesale marketing may add value to a firm’s offerings in any number of ways including providing storage for the firm’s customers, sorting, repacking, and redistributing offerings, and delivering offerings to the firm’s customers. Marketing communication methods may vary as well, although sales promotions and personal selling are common approaches in wholesale marketing.
While wholesale marketing is most often associated with the sale of offerings to retailers for subsequent resale to consumers, it may also involve the provision of the firm’s offerings to any number of marketing intermediaries or business organizations who may also be wholesalers themselves. Thus, the firm’s customers may be industrial, institutional, commercial, and professional organizations. Wholesalers may also act as agents or brokers facilitating exchanges among such organizations. A common practice in wholesale marketing is to supply goods to customers in relatively large quantities and at bulk prices, where such customers, in turn, offer them to their customers in smaller quantities and at markedup prices. Wholesale marketing may add value to a firm’s offerings in any number of ways including providing storage for the firm’s customers, sorting, repacking, and redistributing offerings, and delivering offerings to the firm’s customers. Marketing communication methods may vary as well, although sales promotions and personal selling are common approaches in wholesale marketing.
KEYWORD Reselling
IMPLICATIONS
As wholesale marketing can involve interactions with any number of channel members, marketers involved in wholesale marketing may benefit from a greater knowledge of wholesale channel strategies as well as approaches for establishing effective relationships wth channel members. Understanding, too, the range of opportunities a wholesaler has to provide value-added services can further benefit the wholesale marketer seeking to enhance firm profitability.
As wholesale marketing can involve interactions with any number of channel members, marketers involved in wholesale marketing may benefit from a greater knowledge of wholesale channel strategies as well as approaches for establishing effective relationships wth channel members. Understanding, too, the range of opportunities a wholesaler has to provide value-added services can further benefit the wholesale marketer seeking to enhance firm profitability.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Hanson, J. C., and Rada, D. J. (1992). ‘Developing a Wholesale Marketing Strategy for Produce in the Mid-Atlantic Region,’ Informational Series No. 209201, Department of Agricultural and Resource Economics, University of Maryland at College Park.
Hanson, J. C., and Rada, D. J. (1992). ‘Developing a Wholesale Marketing Strategy for Produce in the Mid-Atlantic Region,’ Informational Series No. 209201, Department of Agricultural and Resource Economics, University of Maryland at College Park.
Cadilhon, J. J., Fearne, A., Hughes, D., and Moustier, P. (2003). ‘Wholesale Markets and Food Distribution in Europe: New Strategies for Old Functions,’ Discussion Paper no 2, Centre for Food Chain Research, Imperial College, London.
Marketing Management
Lusch, Robert F., and Brown, James (1996). ‘Interdependency, Contracting, and Relational Behavior in Marketing Channels,’ Journal of Marketing, 60, October, 19–38.
Lusch, Robert F., and Brown, James (1996). ‘Interdependency, Contracting, and Relational Behavior in Marketing Channels,’ Journal of Marketing, 60, October, 19–38.
Retail Marketing
Balderston, E. (1956). ‘Assortment Choice in Wholesale and Retail Marketing,’ Journal of Marketing, 21, October, 175–183.
Balderston, E. (1956). ‘Assortment Choice in Wholesale and Retail Marketing,’ Journal of Marketing, 21, October, 175–183.
Marketing Research
Kent, W. E., Meyer, R. A., and Reddam, T. M. (1987). ‘Reassessing Wholesaler Marketing Strategies: The Role of Travel Research,’ Journal of Travel Research, 25(3), 31–33.
Kent, W. E., Meyer, R. A., and Reddam, T. M. (1987). ‘Reassessing Wholesaler Marketing Strategies: The Role of Travel Research,’ Journal of Travel Research, 25(3), 31–33.
BIBLIOGRAPHY
Eggland, Steven A. (1984). Wholesale Marketing. Austin, Tex.: Extension Instruction and Materials Center, Div. of Continuing Education, University of Texas. Roe, Robert G. (1969). ‘Short Course in Wholesaling,’ Journal of Marketing, 33(3), 102–103.
Eggland, Steven A. (1984). Wholesale Marketing. Austin, Tex.: Extension Instruction and Materials Center, Div. of Continuing Education, University of Texas. Roe, Robert G. (1969). ‘Short Course in Wholesaling,’ Journal of Marketing, 33(3), 102–103.
wikimarketing see online marketing