BMK 201 Chapter Notes - Chapter 1: Chain Store, Market Power, Profit Margin
6 Jan 2021
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Document Summary
Wholesalers specialise in adding place and possession utility to food products. Their job is to efficiently assemble various products in reasonable quantities from the processors shipping point and sell them in smaller quantities to retailers. Largest grouping in this part of the system. Can be full service or limited function wholesalers. Can also be general line or specialty. Extension of food processing firms marketing activities to the wholesale level. Owned and operated by food manufactures, they perform the storage, selling, Perform a wide variety of sales-related marketing activities for their clients. Usually do not take title to products and are paid a commission for their transportation and intelligence marketing functions services. Referred to as the gatekeepers and channel captains of the food industry. Because of their size, market power and strategic position, retailers are making many of the major market decisions (e. g. coles, woolies)
