13

Retailing and Wholesaling

OBJECTIVES OUTLINE

  • OBJECTIVE 13-1 Explain the role of retailers in the distribution channel and describe the major types of retailers.
  • OBJECTIVE 13-2 Discuss how retailers are using omni-channel marketing to meet the cross-channel shopping behavior of today’s digitally connected consumers.
  • OBJECTIVE 13-3 Describe the major marketing decisions that retailers make.
  • OBJECTIVE 13-4 Discuss the major trends and developments in retailing.
  • OBJECTIVE 13-5 Explain the major types of wholesalers and their marketing decisions.

CHAPTER PREVIEW

We now look more deeply into the two major intermediary marketing channel functions: retailing and wholesaling. You already know something about retailing—retailers of all shapes and ...

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