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MARKETING CHANNELS
Wholesaler Management Berman Chapter 4
Wholesale Channel Members
• A. Wholesale Structure
• B. Characteristics of Wholesaling • C. Typology of Wholesalers
• D. Manufacturer/Supplier - Wholesale Contracts
A. Wholesale Structure
• Total Wholesale Sales • Wholesale Trends
• Statistics relating to Wholesalers
B. Characteristics of Wholesaling
• multiple layers
• geographic concentration
C. Typology of Wholesalers
• differences
– ownership
– compensation – control
– payments from wholesalers – capital rights
– ideal applications
C. Typology
• manufacturer wholesaling • merchant wholesaling
– full service
– limited service
• agents and brokers
D. Manufacturer/Supplier
Contracts
• Services/Responsibility mix of each party • Wholesaler Compensation
• Territorial Rights • Resale Restrictions • Length of Contract