Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

13. Retailers, Wholesalers
    and Their Strategy
    Planning

Text © The McGraw−Hill

Companies, 2002

It is a sign of the marketing savvy

of these women that kiwi fruit, arti-

chokes, Chinese donut peaches,

alfalfa sprouts, spaghetti squash,

pearl onions, and mushrooms no

longer seem very exotic. All of

these crops were once viewed as

unusual. Few farmers grew them,

and consumers didn’t know about

them. Supermarkets and traditional

produce wholesalers didn’t want

to handle them because they

had a limited market. Frieda’s

helped to change all that.

Caplan realized that some

supermarkets wanted to put

more emphasis on their pro-

duce departments. These

retailers were targeting consumers

who were less price-sensitive and

354

Chapter Thirteen

Retailers,

Wholesalers, and

Their Strategy

Planning

354

When You
Finish This Chapter,
You Should

1.Understand how
retailers plan their
marketing strategies.

2.Know about the
many kinds of retail-
ers that work with
producers and whole-
salers as members of
channel systems.

3.Understand the
differences among
the conventional and
nonconventional
retailers—including
Internet merchants
and others who
accept the mass-
merchandising
concept.

4.Understand
scrambled merchan-
dising and the “wheel
of retailing.”

5.See why size or
belonging to a chain
can be important to
a retailer.

6.Know what pro-
gressive wholesalers
are doing to modernize
their operations and
marketing strategies.

7.Know the various
kinds of merchant
wholesalers and
agent middlemen and
the strategies that
they use.

8.Understand why
retailing and whole-
saling have developed
in different ways in
different countries.

9.See why the
Internet is impacting
both retailing and
wholesaling.

10.Understand the
important new terms
(shown in red).

Frieda’s, Inc., is a family-owned

wholesale firm that each year sup-

plies supermarkets with $30 million

worth of exotic fruits and vegeta-

bles. It was started by Frieda

Caplan in 1962; now, her daughters

Karen and Jackie run the company.

place

price

promotion

produc