CHAPTER 15
Retailing, Direct Marketing and Wholesaling
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 305
Lecture Outline
IRM, p. 306
Discussion Starters
IRM, p. 316
Class Exercises
IRM, p. 318
Answers to Developing Your Marketing Plan
IRM, p. 322
Answers to Discussion and Review Questions
IRM, p. 323
Comments on the Cases
IRM, p. 326
Video Case 15.1
IRM, p. 326
Case 15.2
IRM, p. 327
Strategic Case 6
IRM, p. 328
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
www.cengagebrain.com.
PURPOSE AND PERSPECTIVE
In this chapter, we examine the nature of retailing, direct marketing, and wholesaling and their roles in
supplying consumers with goods and services. First, we explore the major types of retail stores and
consider strategic issues in retailing: location, retail positioning, store image, and category management.
Next, we discuss direct marketing, including catalog marketing, response marketing, telemarketing,
television home shopping, and online retailing. We also explore direct selling and vending. Then we look
at the strengths and weaknesses of franchising, a retailing form that continues to grow in popularity.
Finally, we examine the importance of wholesalers in marketing channels, including their functions and
classifications.
