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Marketing Channels, 8e (Palmatier)
Chapter 07 Wholesaling Structures and Strategies

1) A firm that sells physical inputs and products to other businesses is best described as a(n)
________.
A) contractor
B) wholesaler
C) merchant
D) marketer
E) retailer
Answer: B
Difficulty: Easy
Objective: LO1

2) A wholesaler-distributor is LEAST likely to ________.

A) be independently owned
B) operate from a warehouse
C) claim ownership of goods
D) sell products to end users
E) hold inventory for reshipping
Answer: D
Difficulty: Moderate
Objective: LO2

3) According to the author, what has been a significant factor in the large number of
consolidations in the wholesale distributor industry?
A) globalization of retailers
B) shifting channel power
C) federal regulations
D) investments in IT
E) end user demands
Answer: D
Difficulty: Moderate
Objective: LO5
AACSB: Information technology

4) Which term refers to a type of super wholesaler?

A) master distributor
B) cooperative group
C) catalyst organization

Copyright © 2015 Pearson Education, Inc.

D) channel exporter
E) industrial user
Answer: A
Difficulty: Easy
Objective: LO1

5) Which term refers to the strategic coordination of traditional business functions

systematically across the channel, with the goal of enhancing long-term performance for the
channel overall?
A) value chain analysis
B) channel consolidation
C) supply chain management
D) service output concentration
E) master distribution management
Answer: C
Difficulty: Easy
Objective: LO2

6) Which of the following activities would LEAST likely be handled by a master distributor?
A) delivering products to other distributors
B) consolidating orders from manufacturers
C) providing marketing and advertising support
D) monitoring employee recruitment and training
E) helping manufacturers expand into new channels
Answer: D
Difficulty: Moderate
Objective: LO2

7) A wholesaling operation that is owned and run by a manufacturer and that performs selling
and marketing functions is best known as a(n) ________.
A) retailer
B) service broker
C) master distributor
D) supply chain manager
E) manufacturers’ sales branch
Answer: E
Difficulty: Easy
Objective: LO2

8) An agent or broker most likely ________.

Copyright © 2015 Pearson Education, Inc.

A) takes ownership of represented products
B) maintains large inventories of products
C) sells tangible products but not services
D) earns a commission for selling products
E) handles delivery and logistical details
Answer: D
Difficulty: Moderate
Objective: LO7

9) A third-party logistics provider most likely ________.

A) takes title to the products being handled
B) charges customers an activity-based fee
C) earns rewards for selling new products
D) resells products at wholesale prices
E) markets product for distributors
Answer: B
Difficulty: Moderate
Objective: LO1

10) A wholesaler adds value by performing all of the following channel functions EXCEPT
________.
A) promoting products to prospects
B) granting credit to suppliers
C) manufacturing new products
D) processing orders and payments
E) negotiating transactions
Answer: C
Difficulty: Moderate
Objective: LO2

11) Which of the following best defines the term picking?

A) taking items from shelves that are needed by customers and assembling the items for
shipment
B) identifying the most efficient method to collect, assemble, and ship products to global
customers
C) maintaining ownership and title to products until another distributor purchases them
D) selecting a master distributor to oversee the logistics and shipment of products
E) choosing the most important service outputs for a particular channel
Answer: A
Difficulty: Moderate

Copyright © 2015 Pearson Education, Inc.

Objective: LO2

12) According to the text, what was the primary reason for the consolidation of pharmaceutical
wholesalers?
A) closure of small pharmacies
B) automation of picking tasks
C) research into new medications
D) deregulation by the government
E) investments by global organizations
Answer: B
Difficulty: Moderate
Objective: LO2

13) An independent firm located in the exporter’s country that performs channel functions for
multiple manufacturers in noncompeting product categories is most likely a(n) ________.
A) licensed exporter
B) export franchisor
C) wholesale agency
D) master-distributor
E) export trading company
Answer: E
Difficulty: Easy
Objective: LO2

14) Carmen, a manager at Dixon Manufacturing, is seeking an export intermediary to improve

Dixon’s success in foreign markets. Carmen has interviewed managers at multiple export trading
companies and noted the key characteristics of each firm. Which export trading company should
Carmen most likely select?
A) Alpha Exporting is a large firm with hundreds of employees.
B) Beta Exporting employees are either multilingual or foreign born.
C) Calvin Exporting has strong local connections and community ties.
D) Davis Exporting managers are new to the industry and eager to gain business.
E) Ellison Exporting is employed by manufacturers in the same industry as Dixon.
Answer: B
Difficulty: Difficult
Objective: LO2
AACSB: Analytical thinking

15) Pittsfield Fabric, a U.S. manufacturer, is considering the idea of selling fabrics to European
consumers. Which type of intermediary would most likely assist Pittsfield with this plan?

Copyright © 2015 Pearson Education, Inc.

A) export trading company
B) master distributor
C) commission agent
D) franchiser
E) retailer
Answer: A
Difficulty: Moderate
Objective: LO2
AACSB: Analytical thinking

16) What is the primary reason that the onion industry has failed to be successful in Niger?
A) high amount of local sourcing
B) poor reputation of wholesalers
C) formation of wholesaler co-ops
D) involvement of retailer-sponsored alliances
E) deregulation of food industry by the government
Answer: B
Difficulty: Moderate
Objective: LO2
AACSB: Diverse and multicultural work environment

17) What is an objective of wholesaler federations?

A) sharing title to products and services
B) reducing promotional costs and activities
C) eliminating redundant inventory or service operations
D) providing an alternative to retailer and manufacturer cooperatives
E) assisting manufacturers with their exporting and importing activities
Answer: C
Difficulty: Moderate
Objective: LO3

18) Consortiums, such as Intercore Resources, help distributors to ________.

A) analyze service outputs
B) evaluate master distributors
C) address vertical integration issues
D) provide better service to customers
E) profit from storing unwanted inventory
Answer: D
Difficulty: Moderate
Objective: LO3

Copyright © 2015 Pearson Education, Inc.

19) How did Volvo Trucks North America solve its parts distribution problem?
A) fragmenting its global service outputs
B) establishing a holding company in Sweden
C) acquiring FedEx to form a new conglomeration
D) establishing multiple warehouses linked electronically
E) building a centralized warehouse near FedEx headquarters
Answer: E
Difficulty: Moderate
Objective: LO3

20) Unlike wholesaler voluntary groups, retailer-sponsored cooperatives require members to

________.
A) conduct a certain amount of business with the co-op
B) adhere to co-op procedures and policies
C) elect a member as co-op chair
D) buy shares in the co-op
E) form a co-op board
Answer: D
Difficulty: Moderate
Objective: LO4

21) Which term best describes Ace Hardware?

A) wholesaler co-op
B) holding company
C) retailer co-op
D) distributor
E) consortium
Answer: C
Difficulty: Moderate
Objective: LO4

22) Which of the following is most likely a true statement about Ace Hardware?
A) Ace dealers pay membership fees and receive stock to ensure a profitable system.
B) The primary competition for independent Ace stores is other dealer cooperatives.
C) Ace eliminated its private-label merchandise because of poor retail sales.
D) Ace focuses on independent dealers rather than operating its own stores.
E) Independent Ace stores are homogeneous, which simplifies distribution.
Answer: A
Difficulty: Difficult

Copyright © 2015 Pearson Education, Inc.

Objective: LO4

23) The Ace Hardware Corporation was initially formed to ________.

A) establish a vertically integrated firm
B) bypass wholesalers and reduce costs
C) compete with big box hardware stores
D) share marketing and advertising costs
E) provide product variety to consumers
Answer: B
Difficulty: Moderate
Objective: LO4

24) What is the primary benefit of Ace managing the wholesale side of the business?
A) providing better customer service
B) offering a heterogeneous inventory
C) ensuring that dealers are successful
D) keeping procurement costs down
E) customizing store offerings
Answer: D
Difficulty: Moderate
Objective: LO4

25) Why are cooperatives becoming popular in Japan?

A) rising demand for service coordination
B) increasing number of small wholesalers
C) growing need to export goods overseas
D) changing demographics of consumers
E) decreasing length of marketing channels
Answer: E
Difficulty: Moderate
Objective: LO4
AACSB: Diverse and multicultural work environment

26) Land O’Lakes, Sunkist, and Ocean Spray are examples of ________.
A) wholesalers
B) consumer groups
C) farm cooperatives
D) master distributors
E) independent franchisors
Answer: C

Copyright © 2015 Pearson Education, Inc.

Difficulty: Easy
Objective: LO4

27) Which statement best explains the success of consumer co-ops in the French food sector?
A) Grocery chains in France have historically supported direct selling and local food sourcing.
B) French consumers want intermediaries to conduct more safety inspections of food and wine.
C) Many French shoppers demand regional, organic foods and oppose conventional farming.
D) French shoppers appreciate the lower prices of food purchased directly from farmers.
E) Many French consumers support the government and its food standardization tactics.
Answer: C
Difficulty: Difficult
Objective: LO4
AACSB: Diverse and multicultural work environments

28) What is the LEAST likely reason that some French farmers have stopped direct selling and
started using intermediaries again?
A) being expected to provide credit to buyers
B) having to promote products to build clientele
C) needing to locate where customers want to buy
D) matching crops to product assortment demands
E) complying with significant certification procedures
Answer: E
Difficulty: Moderate
Objective: LO4
AACSB: Diverse and multicultural work environments

29) What is a key reason for the fast pace of wholesaler consolidation in the U.S.?
A) improvements in information technology
B) shifts in channel power and sources
C) increased use of master distributors
D) growth of consumer co-ops
E) opportunities to globalize
Answer: A
Difficulty: Moderate
Objective: LO5
AACSB: Information technology

30) Which term refers to a large, full-line, versatile wholesaler that is able to serve many
environments well?
A) progressive firm

Copyright © 2015 Pearson Education, Inc.

B) extreme generalist
C) fragmented firm
D) extreme specialist
E) catalyst firm
Answer: B
Difficulty: Easy
Objective: LO5

31) A manufacturer that invests in fragmentation when faced with wholesale consolidation is
most likely ________.
A) focusing on forward vertical integration
B) creating partnerships with large distributors
C) increasing its attractiveness to channel members
D) forming alliances with small wholesaler-distributors
E) developing additional channel power through outsourcing
Answer: D
Difficulty: Moderate
Objective: LO5

32) According to the text, why will most wholesalers never be truly global?
A) Increasing trade barriers discourage wholesalers from globalizing.
B) Cross-border shipping costs for wholesalers are expected to rise.
C) Wholesaling involves meeting the varied needs of local markets.
D) Global wholesaling channels are too standardized to be profitable.
E) Wholesaler consolidation prevents manufacturers from outsourcing.
Answer: C
Difficulty: Difficult
Objective: LO2

33) How has e-commerce most likely benefitted wholesalers?

A) Wholesalers with an online presence can globalize the supply chain.
B) Independent electronic exchanges allow wholesalers to promote services.
C) The risk of defective goods sold by fake e-merchants has been eliminated.
D) Reverse online auctions enable wholesalers to improve customer relationships.
E) Wholesalers gain more customer knowledge which leads to better service and value.
Answer: E
Difficulty: Difficult
Objective: LO6
AACSB: Information technology

Copyright © 2015 Pearson Education, Inc.

34) A(n) ________enables buyers of similar products to source and purchase items from
multiple suppliers from a single location.
A) independent electronic exchange
B) online distribution center
C) electronic auction house
D) book-and-ship website
E) online reverse auction
Answer: A
Difficulty: Easy
Objective: LO6
AACSB: Information technology

35) What was the most likely reason for the failure of B2B online exchanges?
A) Buyers were unable to purchase similar products from one site.
B) Exchanges overlooked the value provided by wholesalers.
C) Wholesaler consolidation eliminated most e-distributors.
D) Exchanges added an unnecessary and costly intermediary.
E) Grey market pricing was unexpected by the exchanges.
Answer: B
Difficulty: Difficult
Objective: LO6
AACSB: Information technology

36) Buyers attracted to online reverse auctions most likely want to ________.
A) analyze a product’s lifetime cost of ownership
B) form relationships with major wholesalers
C) evaluate overall procurement costs
D) focus on low product prices
E) eliminate buying risks
Answer: D
Difficulty: Moderate
Objective: LO6
AACSB: Information technology

37) Watson Wholesalers typically charges customers slightly higher product prices with the
explanation that the services the firm provides are free. Which term best describes the strategy of
Watson Wholesalers?
A) activity-based costing
B) value-added pricing
C) fragmentation

Copyright © 2015 Pearson Education, Inc.

D) consolidation
E) bundling
Answer: E
Difficulty: Moderate
Objective: LO2
AACSB: Analytical thinking

38) An ABC analysis is most likely used by wholesalers to ________.

A) strengthen a business portfolio with key customers
B) compare outsourcing with vertical integration
C) estimate the service costs of customers
D) separate product and service costs
E) measure direct selling effects
Answer: C
Difficulty: Moderate
Objective: LO2

39) Wilson Wholesalers, an electrical component distributor, charges customers separate

amounts for various services, such as inspecting components prior to packaging, using priority
shipping, and sorting components by part number. Which term best describes the strategy used
by Wilson Wholesalers?
A) fee for service model
B) activity-based costing
C) service consolidation
D) fragmentation
E) bundling
Answer: A
Difficulty: Moderate
Objective: LO2
AACSB: Analytical thinking

40) Which statement about power retailers is most likely FALSE?

A) Power retailers usually buy in large quantities in select product categories.
B) Power retailers usually adopt a buy direct approach due to purchasing volume.
C) Power retailers typically rely heavily on small, regional wholesaler-distributors.
D) Power retailers tend to reduce channel costs by creating in-house distribution systems.
E) Power retailers in Europe, Japan, and the U.S. are bypassing independent wholesaler-
distributors
Answer: C
Difficulty: Difficult

Copyright © 2015 Pearson Education, Inc.

Objective: LO7

41) Wholesalers are business establishments that sell products primarily to end-users but also to
other businesses.
Answer: FALSE
Difficulty: Easy
Objective: LO1

42) Agents, brokers, and commission agents buy or sell products, earn commissions or fees, and
take ownership of the products they represent.
Answer: FALSE
Difficulty: Easy
Objective: LO7

43) Collaborative filtering software enables wholesalers to use customer information to identify
and suggest appropriate products for prospects.
Answer: TRUE
Difficulty: Easy
Objective: LO3
AACSB: Information technology

44) Cooperatives are increasingly popular among small and medium-sized Japanese wholesalers
that want to gain economies of scale and compete more effectively with large wholesalers.
Answer: TRUE
Difficulty: Easy
Objective: LO4
AACSB: Diverse and multicultural work environment

45) Independent electronic exchanges rely on specialized software that allows bidders to submit
progressively declining bids to win a customer’s business.
Answer: FALSE
Difficulty: Easy
Objective: LO6
AACSB: Information technology

46) What have been the causes and effects of consolidation in the wholesale sector?
Answer: The wholesale sector has been subject to a massive, decades-long wave of
consolidation. Consolidation strengthens wholesaler-distributors even as it reduces their
number—and some inefficiencies in the industry. Consolidation was largely sparked by IT. That
is, actors performing the distribution function experience intense pressures to invest in IT. The

Copyright © 2015 Pearson Education, Inc.

customer-facing elements of the business in particular are increasingly expected to be Internet-
enabled and sophisticated. Concurrently, operations benefit from IT system investments that
allow the distributors to participate in the supply chain management revolution. Such
competitive demands encourage wholesaler-distributors to consolidate so that they can achieve
the scale economies that justify massive investments in automation.
Difficulty: Difficult
Objective: LO5; LO8
AACSB: Analytical thinking

47) What is a master distributor? What functions do master distributors perform?

Answer: A master distributor is a sort of super wholesaler. Master distributors consolidate
orders from all their manufacturers, so their customers avoid minimum order requirements
established by the manufacturer. Individual distributors can buy a variety of products from a
multitude of vendors, but still enjoy the quantity discount and lower transportation costs obtained
by the master distributor. Master distributors’ roles sometimes mirror those of a franchisor. They
help their customers (i.e., other distributors) improve their business processes, demonstrate best
practices, and shoulder some of their channel functions, such as advertising and holding
inventory. Essentially, master distributors give distributors economies of scope and scale and
help them resolve their logistic and support problems.
Difficulty: Difficult
Objective: LO1; LO2
AACSB: Analytical thinking

48) How do channel members benefit from joining federations?

Answer: In federations, the goal is to enter into progressive, cooperative arrangements with
other channel members, in which all elements—the nature of assistance, the procedures for
providing it, and the appropriate compensation—have been defined in advance. Such
arrangements could cut costs substantially, improve service, and open new business
opportunities. By cooperating, the members of the federation eliminate redundant inventory or
service operations.
Difficulty: Difficult
Objective: LO3
AACSB: Analytical thinking

49) What have been the positive and negative effects of e-commerce on wholesalers? How might
online reverse auctions impact wholesalers?
Answer: E-commerce has changed but will not likely replace wholesalers. Wholesalers thrive by
gaining customer knowledge and combining it with their knowledge of producers to solve the
problems of both ends. The Internet creates new problems (e.g., heightened risk of defective
goods, fraudulent “merchants,” credit card theft, release of private information). It also creates

Copyright © 2015 Pearson Education, Inc.

new ways to solve problems (e.g., collaborative filtering to help the customer spend less time
while still making better choices). Early indications suggest that wholesalers actually are
benefiting from e-commerce as they co-opt the Internet for their own uses, to bring in new
business and improve how they perform their work. With online bidding by reverse auction,
prequalified suppliers seek to win a customer’s business. Using specialized software, bidders
submit progressively declining bids, and the winner submits the lowest bid before time runs out.
Reverse auctions tend to focus on the lowest product prices, rather than the lowest procurement
costs or lowest cost of ownership over the product’s lifetime. These broader cost concepts
involve intangible factors, but considerations of warranties, delivery time, switching costs, and
capabilities tend to get lost in bidding wars. The long-run danger of reverse auctions is that
suppliers use them to extract excessive concessions, driving suppliers right out of business. This
forced supply consolidation puts buyers into negotiations with just a few, large wholesalers and
producers. In the long run, this scenario may not be the route to sustainable competitive
advantages for buyers.
Difficulty: Difficult
Objective: LO6; LO8
AACSB: Information technology

50) How do wholesaler voluntary groups differ from cooperative groups? What are the benefits
of cooperative groups?
Answer: In both wholesaler voluntary groups and cooperative groups, members agree to do a
certain amount of business with the consortium and follow some of its procedures. In a
cooperative group, the members must buy shares in the co-op, such that they are owners as well
as members. And as owners, they receive shares of the profits generated by their co-op (as stock
dividends) and end-of-year rebates on their purchases. Thus, the goals of the co-op and the
interests of its members align closely. Unlike wholesaler voluntary groups, retailer co-ops thus
have a more formalized structure, run by dedicated professional managers whose jobs have fairly
elaborate role descriptions. They also are better able to influence the marketing efforts of their
owner/members, who must adhere to the co-op’s advertising, signage, and brands if they hope to
stay. In short, their marketing coordination is stronger.
Difficulty: Difficult
Objective: LO4
AACSB: Analytical thinking

Copyright © 2015 Pearson Education, Inc.

Discovering Diverse Content Through
Random Scribd Documents
and, on the few occasions when I have to speak it in public, I spend
a vast amount of effort and am a burden to my friends before I can
get my paper ready for delivery.
But it is only fair to myself to give him the reasons for my
deplorable blunder. I honestly took it for granted that he was ignorant
of Continental languages. I had no idea of his quite remarkable
linguistic achievements, which are excelled only by two men out of
my wide circle of acquaintance. And the reason that I fell into this
error was that his Outline of History betrayed no acquaintance with
general European culture. My own acquaintance with that culture is
no more than the general familiarity with it possessed by all men of
average education, and average experience in travel, and average
meeting with their fellows. Why Mr. Wells should have concealed far
greater advantages I do not know; but, at any rate, he has certainly
done so most successfully. No one reading his Outline of History
could imagine for a moment that he had an urbane and
comprehensive view of Christendom based on the reading of
French, German, Italian, Spanish—and Portuguese.
However, I was wrong, and I duly apologise.
(2) He accuses me of having put into his mouth the words
“climbing up the family tree,” as applied to the embryo; which words,
as a fact, he never used. Here, again, I am to blame—not, indeed,
for having said that Mr. Wells used words which he never used, but
for not having written with that clarity which the occasion demanded.
I had no intention of saying that Mr. Wells had used this particular
phrase himself. I quoted it between inverted commas, not because I
ascribed it to himself, but because it was a sort of current slang
phrase familiar enough when Mr. Wells and I were young and were
both being taught the nonsense which he still so loyally defends.
The idea was that the embryo reproduced in various stages of its
development the various stages of its ancestry in the evolutionary
process. The proper scientific term for this conception or theory is
“Recapitulation.” To this theory of Recapitulation Mr. Wells amply
commits himself in his book. He brings it out specifically in
connection with man. How his allusions to Recapitulation look in the
light of modern scientific work we shall see in a moment. The
particular point here is that he did not use the particular phrase
“climbing up the family tree.” He did not, and I never intended to say
that he did. I readily apologise for any misconception that may have
arisen on that head. But I confess I cannot for the life of me see how
the matter can be of the least importance!
Supposing Mr. Wells were to write a criticism of my book, Europe
and the Faith, and were to say, “Mr. Belloc is for ever referring the
main institutions of Europe to the Roman Empire,” and then were to
add, out of his wide acquaintance with French literature, that fine
expression from Verlaine, “O Rome! O Mère!”
I don’t think I should rush into print and protest that I had been
abominably maligned. I should say that I was not the author of the
expression (if anybody bothered to ask me), but that it put my
opinion more tersely than I could have put it myself.
However, if Mr. Wells cannot bear the misunderstanding, he will
be relieved to know that in my book I have got rid of it by the simple
process of adding the words “as it was called in Mr. Wells’s youth
and mine” before the offending phrase (and a very good
epigrammatic one it is) “climbing up the family tree.”
(3) Mr. Wells complains that I accuse him of not having read
Vialleton, and brings forward, in triumphant proof of my own
ignorance of that great scientist, the fact that I passed an error in
proof, allowing “Vailleton” to stand for “Vialleton.”
Here it is I that must defend myself.
I bought Vialleton’s great book (which is a destructive criticism of
Darwinism of a 17-inch calibre) the week in which it came out, and
have consulted it ever since. If Mr. Wells is reduced for ammunition
to the picking out of one misprint in some hundred thousand words
of matter, he must be in a terrible way.
But on the attached point, that I accuse him of never having read
Vialleton, and that (as Mr. Wells himself roundly affirms) Vialleton
does not knock Recapitulation sideways, I can only repeat that I
have made no error at all; but that, on the contrary, it is clear Mr.
Wells has never read the book, and probably never heard of it until
he saw the name quoted in my criticism. Had he really read Vialleton
he could not have had the face to pretend that this great authority did
not oppose the old-fashioned views Mr. Wells was putting forward.
Mr. Wells is foolish enough—and ignorant enough—to say that
this leading European authority, one of the greatest living authorities
on his subject, “may have seen fit in one of his works” (my italics) to
set right some “French student” (why French?) who had imagined
that the embryo reproduced in detail all its ancestral life.
I might as well say that Darwin “may” in some one of his works
have seen fit to set right some English student who imagined all
animals to have been created out of mud in a week.
Why! the whole of that great book is nothing but one continuous
bombardment of everything—let alone Recapitulation—which Mr.
Wells was taught in his youth.
He will hear all about it in my book, and I am sure that he will
wish, when he reads what modern science really says, that he had
never talked about things of which he knows so little.
(4) He complains that I have abused him for stating as dogma
(with large diagrams) Croll’s astronomical theory of glaciation as
propounded—thirty-three years ago!—by Sir Robert Ball. But I did
right to expose anything so monstrous. Not that astronomical factors
may not, or rather must not, have been at work; but that the
particular theory which he puts forward for his innocent readers as
admitted scientific fact, has been dead and done for since 1894.
Surely one has a right in 1926 to point out that the popular teacher
laying down in that year as fact an hypothesis which was exploded
over thirty years ago should be exposed.
(5) He says that I have attacked him for not accepting the theory
that times of high glaciation were also times of high sea-level, and
vice versa. He says that he has followed in this authorities later than
the authorities of twenty years ago which I quoted.
He is perfectly right. I owe him an apology for this, and when my
book comes out the passage shall be wholly modified in consonance
with recent work. I over-emphasised the certitude of Boule and
others; I admit that the point is in doubt and ought not to be treated
as certain. Mr. Wells was obviously wrong in treating it as certain
upon his side, for the whole debate still remains doubtful (as, for
instance, in the latest work of all, Professor Coleman), but that does
not excuse me for having been too positive on my own side.
(6) The last accusation Mr. Wells brings against me is that I
misrepresent him in similar fashion upon two points, the Neanderthal
quality of the Tasmanians (now extinct) and the use of the bow by
Paleolithic Man.
As both these accusations turn on the same point (to wit,
whether I was justified in reading confused writing as I did), they are
essentially one accusation, and I will treat them as such.
In the matter of the bow being used by late Paleolithic Man the
position is this.
Mr. Wells gives a long description of later Paleolithic Man (pages
51–56). In the course of this description he tells us (on page 54) that
later Paleolithic Man disappeared and that a new culture took his
place, possessing (what Paleolithic Man had not) domesticated
animals, a knowledge of husbandry, bows and arrows, and the rest
of it.
This, of course, is the orthodox doctrine of the famous Gap
between Paleolithic Man and Neolithic Man on which our generation
were all brought up. It is true that there are now guesses at the
discovery of a link between them; still the gap is very marked.
He ends up with a summary of the whole affair on page 55,
carried over to page 56, where the section ends.
Now, in the middle of this description of later Paleolithic Man
(who, remember, had no bows and arrows), he has a set of
paragraphs (on page 53) describing the well-known fact that these
men executed drawings on rock surfaces. On the same page is
given a specimen of these drawings, and above it, by way of title, the
caption, “Mural Painting by Paleolithic Man.” This mural painting is
nothing else but bows and arrows! It is a picture of four men hunting
with large bows, three of them actually shooting arrows, and the
unfortunate animals stuck full of arrows so that there may be no
doubt.
Yet in the course of this very same description he says that it is
“doubtful if they knew of the bow!” And that phrase comes on page
55, two whole pages after the description of Mural drawings and
pictures of bows and arrows.
The division about later Paleolithic Man—who, he has told us,
was supplanted by Neolithic Man—comes to an end and a new
division begins.
In this new division Mr. Wells suddenly starts to describe a type
of Paleolithic Man upon whom the guess has been made that he
came at the very end of the process and had a more advanced
culture, including bows and arrows.
What is any man to make of such a confusion?
First, Paleolithic Man as an artist, illustrated by a picture of him
shooting away like the devil. Then, the casual remark that he was
too degraded to shoot at all. Then the end of Paleolithic Man and his
replacement by Neolithic Man. Then Paleolithic Man reappearing,
pages after, with bows and arrows all complete?
It looks uncommonly as though Mr. Wells had written his first
section, putting an end to Paleolithic Man and introducing Neolithic
Man, before he had been told of the supposed later Paleolithic men
who had bows and arrows: that he put in these latest Paleolithic men
as an afterthought.
But that is only an inference from reading his confused order,
and if he tells me that what he had meant to say was that there were
two kinds of late Paleolithic men, one of whom had bows and arrows
and the others had not, of course I accept what he says. Only, he
should have written it plainly, and he should not have illustrated the
part describing the men who had no bow and arrows with a large
picture in which bows and arrows are the main thing.
The other case of the Tasmanian is a similar example of
confused writing. Let the reader judge.
 We have on page 43 and what follows a description of
Neanderthal Man.
It is, as is usual with Mr. Wells, a mass of vague guess work, on
very little evidence, put forward as certain facts. We have also the
judgment of the author that those who regard Neanderthal Man as
no ancestor of ours, but a side-line of development, have his
approval; though he admits that the other view is held. This on page
49.
Then Mr. Wells steps sideways again. “No doubt” our own breed,
“which includes the Tasmanians, was a very similar and parallel
creature.” There is, of course, no ground for that “no doubt,” but that
is by the way. He next goes on to say that some imaginary ancestor
of ours and of the Tasmanians (whom he generously admits to be
men), is not so far from us as to have allowed contemporary types to
have eliminated, not indeed Neanderthal but the Neanderthaloid
types. Then, on page 52, there is a smart return to the original
position that Neanderthal Man was not an early type of our own
breed, and that true men did not intermix with him.
Mr. Wells may protest against my calling all this sort of thing a
rigmarole, but I think that is the right word for it. It is certainly not
history, and, above all, it is not clear.
The confused impression left upon the reader’s mind by the
confused writing is that Neanderthal Man was not true man, and yet
that true man must have passed through a Neanderthal stage,
having been both Neanderthal and not Neanderthal: as it were, so to
speak, and somehow.
However, a critic’s misreading, though caused by the confusion
of the author’s style and the lack of orderly arrangement in his mind,
is none the less a misreading, and Mr. Wells may rest assured that
when my book appears it shall be corrected. My perplexed guess at
what Mr. Wells really meant shall be replaced by his own statement
of what he meant, and I will, in these two cases of the Bow and the
Tasmanian, emphasise the muddlement of his method while
apologising for the error into which it led me as to his intention.
 With this I conclude my review of Mr. Wells’s specific grievances
of misstatement.
They are, as I have pointed out, only six in number. Out of a
prolonged examination—covering nearly a hundred thousand words
—he could find no others.
Of these six, only one (the fifth, that on the connection of sea
level with glaciation) is a definite error of over-emphasis upon my
part.
The first, my ignorance of his remarkable proficiency in modern
language (including Portuguese), is more than natural, because he
had made no use of such knowledge: nevertheless, I shall correct it
in my book.
The second is wholly insignificant, and turns merely upon Mr.
Wells’s misunderstanding of my use of inverted commas in a
particular case.
In the third, about Vialleton, he is simply wrong, and, what is
worse, pretends acquaintance with a book of which he clearly knows
nothing.
So is he wrong about the fourth. Mr. Wells’s definite affirmation
for popular consumption of a theory exploded more than thirty years
ago was disgraceful.
On the sixth point, misreading due to Mr. Wells’s own confused
order, I have promised him the small necessary redress, which he
will receive.
Now, let me ask my reader, in conclusion, is it not remarkable
that a man setting out to inform a large audience that God, and our
Lord’s Divinity, and our own immortal destiny are all nonsense, doing
so by a pretended “science” and favouring me as an insufficient critic
of his book, can only find in some scores of my exposures of him six
points, half of which tell heavily against himself, while two of the
remainder are due to his own confusion and only one—my over-
emphasis on glacial sea level—has any substance in it?
 V
MR. WELLS SHIRKS

THE most violent positive part of Mr. Wells’s attack upon me is, as I
have said, his challenge upon the matter of Natural Selection, his
jeer that my arguments are wholly my own, ridiculous and
unsupported; and his amazing assertion, which he makes, quite
naïvely and sincerely, that there has been nobody in modern
criticism opposing the Darwinian theory. I think I have sufficiently
exposed Mr. Wells in these particulars.
But quite as important as this huge positive error on his part is
the negative factor in his pamphlet which I here emphasise for the
reader.
In my articles, which are about to appear in book form, I took his
Outline of History section by section, examined, turned over,
analysed, and exposed failure after failure in historical judgment and
information.
One challenge after another—I know not how many in all, but
certainly dozens on dozens—was put down by me clearly and, I
hope, methodically throughout a series of articles originally twenty-
eight in number, and of such volume that they still will form when
rearranged a book not less than 70,000 or 80,000 words.
Of all this great mass of destructive criticism which leaves his
Outline limp and deflated, Mr. Wells knows nothing. He leaves it
unanswered, and he leaves it unanswered because he cannot
answer it. All he can do is to fill a pamphlet with loud personal abuse.
I do not think it difficult to discover his motive or the calculation
upon which he worked. He said to himself: “I have a vast reading
public which will buy pretty well anything I write, and very few of
whom have seen or will see Belloc’s work. For to begin with he has
no such huge popular sales as mine; and on the top of that his work
is only written for his co-religionists, who are an insignificant body.
Also it only appeared in a few of their Catholic papers, which nobody
reads.
“Therefore, if I write a pamphlet against Belloc holding him up to
ridicule in every possible fashion, slanging him with the violence so
dear to the populace, making him out to be a grotesque fellow—and
yet shirking nine-tenths of his criticism—I am in no danger of
exposure. The pamphlet attacking Belloc will be very widely read,
people will believe anything I say in it about his articles, because
they will not have read these articles and because, in their simplicity,
they think me a great scientist.”
This calculation is partially justified.
I suppose that for ten men who may read Mr. Wells’s pamphlet
against me, there will not perhaps be more than one who will read
this, my reply.
But I would like to point out to Mr. Wells that success of this kind
is short-lived. No one can read what I have said in the second
section of this pamphlet, no one can read that list of authorities of
whom Mr. Wells has not even heard, and whom he loudly proclaimed
not even to exist, without discovering that the author of the Outline of
History was incompetent for his task. Very few people, I think, faced
with chapter and verse of that sort, can refrain from passing on the
good news.
If you take the history of opinion upon matters of positive fact,
you will generally discover that the discovery of the truth affects at
first but a small circle, and that a popular error may cover a whole
society. But it is the truth that wins in the long run, because the truth
is not soluble: it is hard and resistant. The number of people who
continue to believe that there has been no modern destructive
criticism of Darwinism by the greatest of modern biologists,
anthropologists, and scientific men, bearing the highest names in our
civilisation, will necessarily be progressively lessened as time goes
on. The half educated of any period are always cocksure of things
which the real science of that period has long ago abandoned; but
their situation is not a stable nor a permanent one. Sooner or later
they learn. So undoubtedly will it be with Darwinian Natural
Selection.
Mr. Wells’s incompetence in that one department of his history
has been exposed. I have exposed it. But note that he was here on
his own chosen ground. He boasted special instruction in these
affairs of physical science, and particularly in biology; he contrasted
his education with my own, which had been so deplorably limited to
the Humanities, and in his attack upon me he was fighting wholly
upon a position chosen by himself.
What then would it have been had he attempted to meet the rest
of my criticism, filling up as it does much the greater part of my
book?
How will he meet my objection that the man who tries to talk
about the Roman Empire, and our civilisation which is its product,
without any mention or conception of Latin literature and its effect, is
incompetent?
How would he deal with the simple and obvious but conclusive
fact that physical discovery was not the cause of religious disruption,
as may be proved by the simple fact that it came after and not before
that disruption?
How will he handle my pointing out that he knows nothing of the
history of the early Church and has no conception of what the
Christian traditions and sub-Apostolic writings were?
What will he make of my showing him to be ignorant of Catholic
philosophy and Catholic definition, and yet absurdly confident in his
attack on what he supposes them to be?
Anyone can see how he deals with my criticism of him in all
these things. He is silent. He does not rebut it, because he cannot
rebut it. If he could have done so even in the briefest and most
elementary fashion, there would have been at least a few sentences
to that effect in his pamphlet. There were none except one vague
phrase on the contemporary doctrine of the Incarnation.
 In plain English Mr. Wells shirks. He shirks the great mass of my
attack. He submits in silence to the bombardment—because he has
no power to reply.
Yet surely these proved absurdities on recorded history, and not
his backwardness in biological science, are the main thing he has to
meet.
It is principally through recorded human history and not through
guess work upon the unknown past, that he should rely, in order to
upset the Christian Faith of his readers.
The history of our race becomes a definable and concrete thing
only after the establishment of record, and if he fail there manifestly
—as he has failed—he fails altogether.
Mr. Wells must, I think, have heard the famous dictum of the late
Master of Balliol upon his Outline—a judgment which has already
been quoted by more than one critic, and which I am afraid he will
hear repeated pretty often before he has done with it. That very
learned historian remarked: “Wells’s Outline was excellent until it
came to Man”; and upon the whole it is about the truest epigram that
could have been written. Save perhaps this. Mr. Wells’s Outline is
excellent until he begins to deal with living things—somewhere about
page ten.
 VI
THE GREAT ROSY DAWN

THE last factor in Mr. Wells’s pamphlet is one that we must always
expect from your Bible Christian who has lost his God. He becomes
a materialist troubled with Pantheism, and very eager to get away
from the Puritan disease of his youth—yet a vision remains. He
comes forward as the “Seventh Monarchy man,” which is, indeed,
the natural term of your Bible Christian—even after he has lost his
God.
“I see knowledge,” says Mr. Wells at the end of his diatribe,
“increasing and human power increasing, I see ever-increasing
possibilities before life, and I see no limit set to it at all. Existence
impresses me as perpetual dawn. Our lives as I apprehend them,
swim in expectation.”
We have had this before over and over again, not only from the
enthusiasts of the seventeenth century, but from the enthusiasts of
the early heresies. There was a glorious time coming. Reality—that
is the Faith—is a delusion. Now that you know it to be a delusion you
are naturally down in the mouth. But cheer up, I have a consolation
for you. All will yet be well; nay, much better. All is going forward. My
donkey will soon grow wings.
I need not waste my reader’s time on that sort of thing. It is sheer
stupid enthusiasm, indulged in to fill the void left by the loss of
reason: by a man losing himself in a fog of cheap print and becoming
fantastically unaware of things as they are.
When, in that connection Mr. Wells tells me that we of the Faith
are backward people, who “because it is necessary for their comfort
believe in Heaven and Hell” (a comfortable place Hell!) I answer that
he appreciates the Faith as a man born blind might appreciate
colour. When he tells me that this Catholic sort (to which I belong)
are besotted to stand by accepted morals, beget children honestly,
love one wife and live decently, I answer him that he is becoming
disgusting. When he says that we believe in immortality “because we
should be sorry to grow old and die,” I answer that he is talking
nonsense on such a scale that it is difficult to deal with it.
When he goes on to say that we think we live on a “flat World” it
becomes worse still, and one can’t deal with it; it is no longer
nonsense, it is raving.
When he tells us that the Catholic has about him “a curious
defensive note,” I am afraid he must be thinking of the Church
Congress. There was certainly no “curious defensive note” in my
demolition of his own ignorance, vanity and lack of balance.
When he tells us that I, as a Christian, “must be puzzled not a
little by that vast parade of evolution through the immeasurable
ages,” he clearly has not the least grasp of the very simple principle
that eternity is outside time, and that relative values are not to be
obtained by mere measurement in days or inches. When he says
that “my” phantasy of a Creator....
Really, my dear Mr. Wells, I must here interrupt. Why “my”
phantasy? Not that he uses the word “phantasy,” but he implies that I
invented God (another enormous compliment to me). Does he not
know that the human race as a whole, or at any rate the leading part
of it, including his own immediate honourable ancestry, pay some
reverence to Almighty God, and humbly admits His creative power
and Sustained Omnipotence? But I must resume.
... that my phantasy of a Creator has worked within
disproportionate margins both of space and time; when he tells me if
I reach beatitude I shall feel like a fish out of water; when he speaks
like this, I recognise the unmistakable touch of the Bible Christian
who has lost his God.
Mr. Wells has never met anybody, I suppose, of sufficient
breadth of culture to instruct him in these things. He does not know
that the truths of the Faith cannot be visualised; he does not know
that the Faith is a philosophy; he does not know that our limitations
are no disproof of an infinite Creator.
He boasts that his education was a modern one, and taught him
things that were unknown a hundred years ago. So was mine. I also
was taught that the Earth was a globe, that geological time was
prolonged, and the rest of it, but I was also taught how to think, and I
was also taught a little—not very much—history.
For instance, I was taught enough to know that the doctrine of
immortality did not arise in the Middle Ages, as Mr. Wells thinks it
did, nor even the doctrine of eternal beatitude. But I was taught
enough to regard these great mysteries with reverence and not to
talk about them as preposterous. In other words, I was taught not to
measure the infinite things of God, nor even the great things of
Christendom, by the standards of the Yellow Press.
When Mr. Wells concludes this passage by saying, “I strut to no
such personal beatitude,” and then goes on to say, “the life to which I
belong uses me and will pass on beyond me, and I am content,” he
does two unintelligent things. First of all, he mixes up the real with
the imaginary (for whether he will attain beatitude or its opposite has
nothing whatever to do with his opinions upon the subject), and next
he falls into the very common error of confused intellects—the
personification of abstract ideas. “The life to which we belong uses
us” is a meaningless phrase. God may use us or we may use
ourselves, or some other third Will, not God’s or our own, may use
us: but “the life to which we belong” does not use us. Talking like that
is harmless when it is mere metaphor, it is asinine when it sets up to
be definition.
He accuses the Christian of being anthropomorphic: it is just the
other way. It is we who are perpetually compelled to drag back
inferior minds to a confession of their own apparently ineradicable
tendency to talk in terms of their own petty experience; to imagine
that the whole world has “progressed” because they have daily hot
baths and bad cooking, while in their childhood they had only
occasional hot baths, but better cooking; that more people voting is
“progressive” as compared with people not voting at all; that a lot of
rich people going from England to the Riviera every year is
“progressive” compared with staying at home in the hideous
surroundings of poor old England.
This leads Mr. Wells, as it always does all his kind, to prophecy.
We are all of us approaching what I may call The Great Rosy Dawn:
a goldmine: a terrestrial Paradise.
This sort of exaltation is the inevitable first phase of Bible-mania
in decay. But it is a very short phase. It is the shoddy remnant of the
Christian hope, and when it is gone there will return on us, not the
simple paganism of a sad world, but sheer darkness: and strange
things in the dark.
 A COMPANION
TO MR. WELLS’S
“OUTLINE OF HISTORY”
BY
HILAIRE BELLOC
CONTENTS
CHAPTER
I. Introduction
II. Mr. Wells and the Creation of the World
III. Mr. Wells and the Fall of Man
IV. Mr. Wells and God
V. Whence came Religion to Man?
VI. We come to Real History
VII. Mr. Wells on Priesthood
Buddhism as a Stick with which to beat the
VIII. Christians
IX. Mr. Wells and the Incarnation
X. The Origins of the Church
XI. Islam
XII. The Christian Dark Ages
XIII. The Middle Ages
XIV. The Reformation
XV. The Fruit of Disruption
XVI. Mr. Wells’s Strange Obsession that the
 Catholic Church has been Killed Stone Dead
by Mr. Darwin
Summary
 Transcriber’s Notes
Punctuation, hyphenation, and spelling were made
consistent when a predominant preference was found in the
original book; otherwise they were not changed.
Simple typographical errors were corrected; unbalanced
quotation marks were remedied when the change was
obvious, and otherwise left unbalanced.
 *** END OF THE PROJECT GUTENBERG EBOOK MR. BELLOC
STILL OBJECTS TO MR. WELLS'S "OUTLINE OF HISTORY" ***

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