WHOLE SALING
Wholesaling includes all activities involved in selling goods or services to those who buy for resale or business use.
Whole sellers differ from retailers in a number of ways. first , wholes sellers pay less attention to promotion , atmosphere and location, because they are dealing with business customers rather than final consumes, second, wholesale transactions are usually cover a larger trade area than retailers. Third, the government deals with wholesalers and retailers differently in regard to legal regulations and taxes.
Major Wholesaler Type :- The major types of wholesalers
1) merchant wholesalers
2) Brokers and Agents and
3) Manufacturers’ Agents.
1) merchant wholesalers :- They are independently owned businesses that take title to the merchandise they handle. In different trades they are called jobbers, distributors, or mill supply houses.
2) Brokers and Agents:- They differ from merchant wholesalers in two ways. They do not take title to goods, and they perform only few functions. Their main function is to facilitate buying and selling, and for their they earn a commission.
3) Manufacturer’s Agents :- manufacturer’s agents represent two or more manufacturers of complimentary lines. They enter into a formal written agreement with each manufacture covering price policy, territories, order-handling procedures, delivery service and warranties and commission rates. They use there wide contacts to sell the manufacturer’s products, manufacturer’s agents are used to sell such lines as apparel, electrical afford to maintain their own sales-force and by large manufactures who want to use agents territories.
Wholesaler Marketing Decisions
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PERSONALITY
Personality is defined as the sum total of ways in which an individual reacts an interacts with others. Adult personality is generally considered to be made up of hereditary and environmental factors, moderated by situational conditional.
Hereditary:- Hereditary refers to those factors that were determined by conception. Physical stature, facial alteration, gender temperament, energy level and biological rhythms are characteristics that are either completely or substantially influenced by parents. Evidence demonstrates that traits such as shyness, fear and distress are most likely caused by inherited genetic characteristics.
If personality characteristics were completely dictated by heredity, they would be fixed at birth and no amount of experience would alter them. If one is relaxed and easygoing as a child, for ex. that would be the result of one’s genes, and it would not be possible to change those characteristics. But personality characteristics are not completely dictated by heredity.
Environment:- Among the factors that exact pressures on our personality formation are the cultures in which we are area raised; our earlier conditioning the norms among our family, friends and social groups and other influences that we experience. These environmental factors play a substantial role in shaping our personalities. Cultural establishes the norms attributes and values that are passed along from generations to the and create consistencies of time ideology that is only moderate intensely fostered in one culture may only have emphasis in another. It can be concluded that both heredity and environment are the primary determinations of personality.
Situations:- The third factor, the situation influences the effects of heredity and environment on personality. An individual’s personality, although generally stable and consistent does change in different situations. The different demands of different situations call forth different aspects of one’s personality. So we shouldn’t look at personality patterns in isolation.
Determinations of personality that are more input than in others in shaping the personality of a manager include:-
1. Locus of control:- The degree to which people believe they masters of their own fate. Individuals who believe that they control what happens to them make more successful manager than those who believe that what happens to them is controlled by outside forces such as luck or chance.
2. Introvert and Extrovert:- Extrovert i.e. individuals who are gregarious and social are more successful as managers than Introverts i.e. individuals who are shy, quite and retiring.
RETAILING
Retailing includes all the activities involved in selling goods or services directly to final consumer for their personal, non business ose. It does not matter how the goods or services are sold (by person, mail, telephone) or where they are sold( in a store, on the street, or in the consumer’s home).
Retailers can be various types:-
a) Store retailer
b) Non store retailers
a)Store retailer:- Store retailers includes:-
a) Specialty store:- A specialty store carries a narrow product line with a deep assortment within that line examples of specialty retailers are apparel stores, sporting goods stores.
b) Department store:- A department store carries several products lines, typically clothing, home furniture and household goods.
c)Super market:-A supermarket is a relatively large, low cost, low margin high volume self service operation designed to serve the consumer’s total need for food and household-maintains product.
d) Convenience store:- Convenience stores are relatively small stores that are located near residential areas; are open long house and seven days limited line of high turnover convenience products.
B) Non store retailing includes:-
a) Direct Selling:- It involves oral presentation in a conversation with one or more prospective purchases for the purpose of making sales.
b) Automatic vending:- Automatic vending through coined operated machines has been a major port would war-II growth area. Automatic vending has been applied to a considerable variety of merchandise including impulse goods with high convenience value (soft drinks, candy). Vending machines offer customers the advantages of twenty four hour selling, self service and unhanding merchandise.
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