商务英语综合教程课件杜凤秋 ISBN9787810788113 PPT marketingchap.20 wholesaling.ppt

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1、WholesalingRetailersdonotstocklargequantitiesofanyonetypeofgoodsandthismeansthatheobtainsfewofhisgoodsdirectfromthemanufacturer.Thewholesaleroccupiesaplacebetweenmanufacturerandretailerandisthereforesometimesknownasa“middleman”.WholesalingFollowingfigureshowsthereductioninthenumberofcontactswhichres

2、ultsfromthepresenceofawholesaler.MMRRRRMMWRRRRWholesalingAdvantagesofwholesaler’spresentation:1.Bysellingalotofgoodstoonesourcethemanufacturecansave:transportcostadministrationcostssimplifypaperwork.(Eachorderinvolvepaperworkandthisofcoursewillbesavediffewerordersarenecessary)Wholesaling2.Aspointedo

3、utearlier,thewholesalerstoreshisgoodsinwarehouses.Thereareexpensiveintermsofrentandlaborandthesecostsaresavedbythemanufacturer.3.Thewholesalercantakesomeoftherisksfromthemanufacturer.Goodsaresometimesproducedwhichgoquicklyoutoffashion.Oftenitisthewholesalerwhotakesthisrisk,sometimesbeingleftwithstoc

4、kwhichhasgoneoutofdemand.Wholesaling4.Wholesalersalsohelpmanufacturersandretailerswithcashproblems.Manufacturersoftenwanttheirmoneyquicklyback,sothattheycanbuymaterialsfornewbatchesofgoods.Iftheysolddirectlytosmallretailerstheymighthavetowaitbecausethesmallretailersoftenrequiressomecreditperhapsonem

5、onth.Wholesalersmayassistmanufacturersbypayingquicklyforlargesuppliesbutthengivingcredittoretailersasshowninthefollowingfigure.WholesalinggoodsimmediatepaymentpaymentbycreditgoodsManufacturerWholesalerRetailersRetailersRetailersWholesaling5.Thewholesalercanbuygoodsfrommanufacturersthroughouttheyeare

6、venthoughtdemandis“seasonal”.ForexampleChristmascard.RetailerssellsChristmascardfortheChristmasperiod,butmanufacturersproducethesealltheyearroundandsupplythemtowholesalerswhohavethetaskofstoringthemforsaleattheappropriatetime.Thewholesalerthenplaysanimportantpartinsmoothingoutsupplyanddemandfluctuat

7、ion.Sometimesthesituationisreversed:supplyisseasonalbutdemandisregularthroughouttheyear.Suchasfruit,muchofthefruitgrownisharvestedatacertaintimeoftheyearandthenstocked.Largequantitiesareproducedandthe