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By Graham Buxton

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Extra resources for Effective Marketing Logistics: The Analysis, Planning and Control of Distribution Operations

Sample text

Their primary function is that of stockholding and carrying out the break-bulk and reassembly tasks within the process of distribution. Wholesalers have been involved in two forms of co-operative trading arrangements with retailers, known as cash-and-carry wholesaling and voluntary group trading. In cash-and-carry wholesaling, products are displayed in warehouses for purchase by retailers who Designing a Marketing Logistics System 43 are responsible for physical distribution to their outlets. Voluntary group trading brings together small retailers and wholesalers (or groups of wholesalers) into trading units in order to exercise more effective buying and retail strength: such units are generally wholesaler·controlled.

Sequences of not planning are likely to be more expensive still. Planning is not a once-and-for-all activity - the continuity of the future demands continuity in planning. Planning is not a problem-solving exercise, to be brought into action when a crisis looms: rather, it should be viewed as a strategic, management function, responsive to the dynamic and continuous changes in the business environment. In practice, although much planning is done, the effort is often sporadic, lacking in co-ordination, and less structured than is often supposed.

The development of alternative plans is not an easy task. Probably the first, and most important, consideration is the detail with which competing (alternative) plans should be prepared: too much depth increases the time and cost elements in the planning process, and too little depth makes the job of comparison and evaluation and final selection more difficult. No real guidel~nes can be offered here, except to say that each company will through experience arrive at appropriate measures relative to its own uniqueness and the scope of the planning involved.

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