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Unformatted text preview: lesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods Manufacturers’ sales branches and offices: wholesaling by sellers or buyers themselves rather than through independent wholesalers Wholesaler Marketing Decisions Segmentation, Targeting, Differentiation, & Positioning Decisions • Wholesalers must segment and define their target markets and differentiate and position themselves effectively Marketing Mix Decisions Product and service assortments, prices, promotion, and place Add customer value through the products and services they offer Markup the cost of goods by a standard percentage Wholesalers must choose their locations, facilities, and Web locations carefully Reacted to rising costs by investing in automated warehouses and IT systems where orders are fed from the retailer’s information system directly to the wholesaler’s and the items are picked up by mechanical devices and automatically taken to a shopping platform where they are assembles Trends in Wholesaling The need for ever­greater efficiency Wholesalers will continue to increase the services they provide to retailers­retail pricing, cooperative advertising, marketing and management information services, accounting services, online transactions and others Increased use of computerized, automated, and Internet based systems will help wholesalers contain the costs of ordering, shipping, and inventory holding, thus boosting their productivity...
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