Essentials Courses

Essentials Courses

Essentials, ASA University’s flagship brand, is comprised of separate and distinct courses, each targeting specific areas of a typical wholesale distribution business. By focusing on the ultimate goal of improving profitability, these courses provide a critical message on the value of each member of the wholesaler distributor’s team.

Essentials of Profitable Wholesale Distribution©

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Quantity: 1
Total: $230.00

Member Fee:$105.00
Non-Member Fee:$230.00 

Course Description: Essentials of Profitable Wholesale Distribution© provides a straightforward and clear understanding of how wholesaler-distributors make and spend money, why understanding margin and mark-up is important, how pricing decisions impact the bottom line, and why you need to know what your customers really want. The course provides the basics of distribution economics, customer service, sales, and marketing. Real-world statistics and ratios from ASA’s Operating Performance Report (OPR) are incorporated throughout the training.  

Runtime: 4.0 Hours

After completing this course, participants will be able to:

  • Discuss the role of wholesaler-distributors in the economy
  • Explain the differences among gross profit, gross margin, gross margin dollars, and mark-up
  • Describe the disadvantage of buying too much or too little inventory
  • Calculate the effect of price cutting on gross margin dollars

Online System Requirements:

For the best experience, we recommend using Google Chrome. Adobe Flash recommended. Supported browsers and operating systems:

  • Windows 7+:Firefox 11+ / Chrome 18+ / Microsoft Edge (not Internet Explorer)
  • Mac OS X+:Safari 5+ / Firefox 11+ / Chrome 18+


Eligible for the Karl E. Neupert Endowment donor discount.

Availability: In stock
ASA Headquarters and Education Foundation
1200 N. Arlington Heights Road, #150
Itasca, IL 60143
P: 630.467.0000
F: 630.467.0001