Question 1

Explain how wholesalers have been able to use technology to cut costs.

Accepted Answer

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Question 2

How can wholesalers improve their use of promotions?

Accepted Answer

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Question 3

In an automated warehouse, orders are fed directly from the retailer's information system to the wholesaler's, and the items are picked up by mechanical devices and taken to a shipping platform where they are assembled.

Accepted Answer

This is an accurate description of an automated warehouse system.

Question 4

Like retailers, wholesalers must decide on product and service assortments, prices, promotion, and place.

Accepted Answer

Wholesalers are intermediaries between manufacturers and retailers, so they also have to make decisions regarding product and service offerings, pricing strategies, promotional activities, and distribution channels.

Question 5

How do merchant wholesalers and agents/brokers differ?

Accepted Answer

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Question 6

Explain the marketing decisions faced by wholesalers.

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Question 7

Wholesalers realize that they increase value to their customers by watching for better ways to meet the needs of their suppliers and target customers. This involves reducing the services they provide to retailers.

Accepted Answer

The statement is incorrect. Wholesalers increase value to their customers by watching for better ways to meet the needs of their suppliers and target customers, but this does not necessarily involve reducing the services they provide to retailers.

Question 8

Why would a producer use wholesalers rather than sell directly to retailers or consumers?

Accepted Answer

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Quiz 13: Retailing and Wholesaling