Question

discuss the function of wholesaler​

Answer 1

Explanation:

Wholesaler is an important chain of the channel of distribution because it is an agent between a manufacturer and retailers.

A wholesaler purchases the goods from manufacturer in bulk quantity and re-sells it to retailers in small quantity. Wholesalers occupy a pivotal place in the marketing channel set-up.

In most cases they perform several critical functions invaluable to the smooth flow of goods, ownership, finance, and infor­mation.

ADVERTISEMENTS:

Wholesalers play an important part in the distribution of goods.

American Marketing Association defines wholesaler as – A business unit which buys and resells merchandise to retailers and other merchants and/or to industrial, institutional and commercial users but which does not sell insignificant amounts to ultimate consumers.Wholesalers are intermediaries that purchase products from manufacturers and sell them to retailers.

Some of the functions of wholesalers are:

1. Assembling of Goods 2. Breaking in the ‘Bulk’ 3. Warehousing or Storing 4. Transporting 5. Grading 6. Financing 7. Risk-Bearing 8. Pricing 9. Communication of Market Information 10. Packing Facility.

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