This document summarizes key concepts from Chapter 11 of a Principles of Marketing textbook. It defines retailing and wholesaling, lists the functions of retailers and wholesalers, and describes different types of retailers and wholesalers based on factors like sales volume, product mix offered, ownership structure, and operation method. The types of retailers discussed include general merchandise stores, department stores, variety stores, specialty stores, corporate chain stores, independent stores, and franchise stores. The types of wholesalers discussed include merchant wholesalers, sales offices/branches, agents, industrial wholesalers, and limited function wholesalers.

1. Principles of Marketing
Chapter 11:
Retailing and
Wholesaling

2. Definitions
Retailing
refers to the business activity of selling
goods or services to the final consumer.
Retailer
is one whose business firms sells mainly to
the final consumers.

3. Functions of Retailers
1. They provide convenience;
2. They provide guarantee and service;
3. They provide financing of transactions;
4. They perform promotional activities;
5. They perform storage function;
6. They perform intelligence service for the
manufacturer; and
7. They serves as buying agent of the consumers.

4. Types of Retailers
1. By sales Can classified as:
volume
2. By product mix Small  Medium
offered
3. By form of
ownership
4. By method of
operation Large

5. Types of Retailers
1. By sales General Merchandise stores
volume - are those that carry a large variety
of product line.
2. By product mix
offered Department stores
Variety Stores
3. By form of
Specialty Stores
ownership
- are those which carry only a specific
4. By method of line of products.
operation Single line specialty store
Limited-line specialty store

6. Types of Retailers
1. By sales Corporate chain stores
volume
2. By product mix
offered Independent stores
3. By form of
ownership
4. By method of Franchise stores
operation

7. Types of Retailers
1. By sales Corporate chain stores
volume - composed of two or more
2. By product mix outlets that are owned
offered commonly by a person or a
group of persons selling
3. By form of
similar products
ownership
4. By method of Independent stores
operation - are owned and operated
by independent retailers.

8. Types of Retailers
1. By sales
volume
2. By product mix Franchise stores
offered -is an independent
3. By form of retailer given the right
ownership to sell his products in a
4. By method of definite market area.
operation

9. Types of Retailers
1. By sales Full Service Retailers
volume
- are stores where
2. By product mix
assistance in a variety of
offered
ways is extended to the
3. By form of
ownership
costumers.
Supermarkets
4. By method of
operation
- large department stores
which offers a variety of
goods.

10. Types of Retailers
1. By sales
volume
Discount Stores
2. By product mix
offered - are self-service
3. By form of retailers that sells a wide
ownership variety of goods at less
4. By method of than traditional retail
operation prices.

11. Types of Retailers
Nonstore Retailers
1. By sales
volume - refer to those who sell
outside of the store. They may be
2. By product mix classified as:
offered
3. By form of • at home retailers
ownership • telephone retailers
• vending machine retailers
4. By method of • mail-order retailer
operation • mail-order retailers
• internet retailers
• cellphone service retailers

12. What is Wholesaling?
Wholesaling
-refers to all activities involved in
selling goods and services to those who
intend to resell or use the same for
producing goods or services.

13. Functions of the Wholesaler
1. anticipating customer needs;
2. selling and promotion;
3. financing;
4. storage;
5. breaking bulk;
6. transportation;
7. risk-taking.

14. Types of Wholesalers
A. Merchant Wholesalers
1. Full Function Merchant wholesalers
can be classified into the ff:
Wholesalers
2. Limited function the general line
merchant wholesaler who
wholesalers carry a general assortment of
goods; and
3. Industrial
wholesalers the specialty line
merchant wholesaler who
carry only a limited number of
lines.

15. Types of Wholesalers
B. Sales office and
1. Full Function branches
Wholesalers C. Agents
2. Limited function manufacturer’s
wholesalers agents- sell
only a portion of a
3. Industrial manufacturer’s output.
wholesalers
selling agents- are
required to sell the firm’s
entire output.

16. Types of Wholesalers
Limited function wholesalers
provide only some wholesaling
1. Full Function functions, like order taking and
processing.
Wholesalers
2. Limited They may be classified as follows:
function 1. drop shippers
wholesalers 2. truck distributors
3. mail-order
3. Industrial wholesalers
4. cash-and-carry
wholesalers wholesalers
5. cooperatives
6. rack jobbers

17. Types of Wholesalers
The following types of
1. Full Function wholesalers serve the industrial
market:
Wholesalers
2. Limited function 1. those also serving the
retailers:
wholesalers a. sales branches
3. Industrial b. brokers
wholesalers c. manufacturer’s agents
d. combination houses
.

18. Types of Wholesalers
2. industrial distributors serving
1. Full Function only the industrial market:
Wholesalers
2. Limited function a. general line wholesalers-
carry complete assortment of
wholesalers goods in a single line.
3. Industrial
b. specialty line wholesalers-
wholesalers
carry only limited range of
products in a given line

19. End of the
Chapter 11 
Reported By:
Casimiro, Ma. Keena Therese
Dela Cruz, Sharmaine
Recto, Jesy Kay