Principles of Marketing, 17/e

Wholesaling

Author Comment

Whereas retailers primarily sell goods and services directly to final consumers for personal use, wholesalers sell primarily to those buying for resale or business use. Because wholesalers operate behind the scenes, they are largely unknown to final consumers. But they are very important to their business customers.

Wholesaling includes all the activities involved in selling goods and services to those buying them for resale or business use. Firms engaged primarily in wholesaling activities are called wholesalers.

Wholesaling

All the activities involved in selling goods and services to those buying for resale or business use.

Wholesaler

A firm engaged primarily in wholesaling activities.

Wholesalers buy mostly from ...