WHOLESALING RETAILING COSTS In order wholesaling retail data to complete d retailing prices would needed available have to examine specific the marketing costs channel, in addition to be available. the components of products. However, to FOB transportation, shipping point Unfortunately, the FOB-retail m FOB-retail few of and the argin are price differential relationship treated then, d deviate orange ata from can be examined for several juice, on FOB "card to determine seasons canned prices are not " or "posted" the nature of fresh grapefruit, single-strength perfect because prices grapefruit sales changes in the frozen concen- juice. at prices Even that are generally not publicized nor reported. In addition, prices advertised branded products were available. At the retail level, prices reported frozen products by the Market Research Corporation America USDA prices for fresh fruit are generally felt to be accurate. It must be margin can emphasized be measured and that that only relative changes little can be in the marketing said about wholesale or retail outlet, margins profit levels. it is possible on certain In addition, that products because of a retailer may in order have to generate nature very low or of a retail negative traffic through his store and sell products with higher unit profits. extent to which citrus citrt.s products are used as "loss leaders" is not known. The value of FOB-retail fresh fruit margin accounts (Table Less over than 60 percent of the 40 percent of the retail retail price paid fresh Florida grapefruit is paid for growing, picking hauling the FOB single- value ( packing -retail strength Tabi margins grapefruit 17 and selling fresh frozen grapefruit. concentrated juice average No trend in the 27 and orang On the other e juice and 26 percent of FOB-retail margin hand, canned retail is indicated. It is difficult products a sma ller to explain percentage of the FOB-retail retail oric margin e than for processed the margin . L - - a