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Principles of Marketing

Wholesaling

Tutorial Contents

Wholesaler Summary Chart

Below we summarize each wholesale format by using the five categorization characteristics.  The characteristics identified for each format should be viewed as the “most likely” case for that format and are not necessarily representative of all wholesalers that fall into this format.

FormatProducts
Carried
Promotional
Activities
Distribution
Method
Service
Level
Product
Ownership
General Merchandisegenerallimitedstationary
not accessible
limitedtake title
Specialty Merchandisespecialtylimitedstationary
may be accessible
full
limited
take title
Contractualgeneral
specialty
extensivestationary
not accessible
fulltake title
Industrial Distributorgeneral
specialty
limitedstationary
may be accessible
limitedtake title
Cash-and-Carryspecialtylimitedstationary
accessible
notake title
Truckspecialtylimitednon-stationary
mobile
limitedtake title
Rack Jobberspecialtylimitednon-stationary
mobile
limitedtake title
Drop Shipperspecialtylimitednon-stationary
no facilities
limitedtake title
Brokerspecialtyextensivenon-stationary
no facilities
limiteddo not take title
Agentspecialtyextensivenon-stationary
no facilities
limiteddo not take title


 

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