Marketing Essentials

Chapter 23: Purchasing

Figures Online Action

Figure 23.1

A Failure to Plan
Researching and compiling a six-month merchandise plan can be time-consuming, and as a result, many smaller businesses do not bother with them. Should all companies that buy and sell products take the time to make a merchandise plan? Why, or why not?

Activity
Write a five-paragraph persuasive essay about the benefits of merchandise plans.

Figure 23.2

Types of Purchases
Consider the following situations:

• A restaurant manager calls his soft drink supplier, and places his standard order for 30 cases of soda and 20 cases of diet soda.
• The chef has added lamb to the menu and places an order with one of the three meat providers he uses.
• The chef has added more dessert choices and places an order with a local bakery for various tarts, éclairs, and cookies.

Activity
For each of the following examples, identify which type of purchase they represent: