Answered: What current challenges do wholesalers…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What current challenges do wholesalers face?

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The major challenges that wholesalers and distributors face are:

The demand from the manufacturers are increasing day-by-day and the reason is simple. As the supply chain systems and logistic facilities are becoming more agile and efficient with the improvement in the technology, manufacturers are able to sell more to the customers in lesser time than before. This is the reason why wholesalers are also required to match with the pace as the customer base of the manufacturer expands. Manufacturers nowadays are also going for acquisitions and mergers which has increased the output manifolds which means wholesalers also require to manage large inventories.
Increased demand from retailers are also put a big challenge for wholesalers. As the retail competition increases, the pressure on the wholesalers is increased. To outperform competitors, retailers try to provide as many varieties of products to their customers as possible and wholesalers are expected to meet these rising demands of retailers in short period.

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