MARKETING 



81 



be watched and aided wherever feasible. Auctions are used 

 extensively in Europe. 



Retail Agencies. Grocers, delicatessen stores, fruit and 

 vegetable stands, and hucksters sell the fruit to the ultimate 

 consumer. Fancy grocers and fruit stands sell in small quan- 

 tities, by the piece or in small packages, with a large margin. 



The general grocer as a rule handles medium goods in 

 larger quantities with a smaller margin. However, he sells 

 many lots of a few pounds each, entailing considerable han- 

 dling; the waste and loss are large items and the margin is 

 greater for these reasons than could be justified otherwise. 



Hucksters, peddling by pushcarts and otherwise, handle 

 large quantities in the course of the year. They buy and sell 

 anything that gives hope of a profit. 



Table 7 indicates what actually happened to a shipment 

 of Virginia apples packed in 50-pound baskets which arrived 

 in Washington Market, New York City, on January 27, 1937. 



TABLE 7 



History of Shipment of Virginia Apples To Washington 

 Market, New York City, as Compiled by New York City 

 Department of Markiets and Works Progress Administration 





Gross 

 Margin 



Cartage 



and 

 Trans- 

 portation 



Net 

 Margin 



Percentage 

 of House- 

 wife's 

 Dollar 



Retailer charged housewife 



$2.50 



0.85 



0.07 



0.78 



31.2 



Jobber charged retailer .... 



1.65 



0.25 



0.07 



0.18 



7.2 



Wholesaler charged jobber. 



1.40 



0.20 





0.20 



8.0 



Shipper received from 













wholesaler 



1.20 



1.20 



0.20 



1.00 



40.0 



Transportation, cartage, handhng 









13.6 





2.50 



0.34 





100.0 



