Copyright

The Marketing Mix & Wholesaler Decisions

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Types of Wholesale Intermediaries

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:00 Marketing to Retailers
  • 0:54 Marketing Mix Revisited
  • 1:47 How Marketing Mix…
  • 2:40 Example
  • 3:42 Lesson Summary
Add to Add to Add to

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Login or Sign up

Timeline
Autoplay
Autoplay
Speed
Lesson Transcript
Instructor: Kevin Newton

Kevin has edited encyclopedias, taught middle and high school history, and has a master's degree in Islamic law.

Just because companies sell to you doesn't mean that they themselves aren't the targets of marketing. In this lesson, we'll see how wholesalers use the marketing mix.

Marketing to Retailers

Chances are when you think about marketing, you think of what retailers do to get you to buy something. Whether it is producing ads that show beautiful people using their product and creating the idea that you could be one of the beautiful people if you just bought into what they were selling, or if it is about making something a necessary good in your life, retailers have gotten their practice of selling goods to individuals down to a fine art.

However, don't think that there aren't people marketing to them as well. Wholesalers--those companies that sell mass quantities to retailers to in turn be sold to customers--have to think of innovative ways to get their goods to market. In order to do that, they have to woo retailers. In this lesson, we'll see how they apply the ideas of the marketing mix in order to create wholesale level purchases.

Marketing Mix Revisited

First, let's review this idea of the marketing mix. Remember that the marketing mix is the proportion of weight given to a variety of factors in helping a company persuade a customer to buy something. There are a number of factors involved, with the four Ps being historically the most common. In case you were curious, those four Ps are price, product, place, and position. In other words, different customers will warm to different combinations of the price of a product, the product itself, the ability to acquire the product, and the reputation of the product.

This keeps in mind that all customers are different, and there is no one happy way to make all customers content. A hamburger for a low price off a major highway from a reputable chain may satisfy someone on a road trip, but it likely won't do the trick for someone on a date who is looking to impress their partner.

How Marketing Mix Affects Wholesale

This need to meet the four Ps applies to retailers as well. After all, if we are to believe--and quite rightfully so--that different retailers offer different qualities of goods, then we should acknowledge that the wholesalers offer different qualities of goods too.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 160 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create An Account
Support