Question

Answer the following:
What are the main features of Wholesaler?

Answer 1

(A) Meaning.
(I) Wholesalers are those who engage themselves in wholesale trade.
(II) It IS concerned with the buying of goods 1n large quantities from producers and reselling the same in small quantities to the retailers.
(III) Wholesaler is a connecting link between producers on one hand and retailers on the other.
B) Definitions:
Philip Kotler “wholesaling includes all activities involved in selling goods or services to those who buy for resale or for business use.”
(C) Features of Wholesaler:
(I) The wholesaler generally deals in one or few items of goods.
(II) Wholesaler requires a large amount of capital to be invested in the business.
(III)Wholesaler buys goods from the manufacturer in large scale.
(IV) Wholesaler sells the goods to retailers as per their requirement.
(V) Wholesaler has direct contact with manufacturer.
(VI) Wholesaler is located in the same area for convenience of the retailer.
(VII) Wholesaler acts as a real risk bearer in the process of distribution.
(VIII) Wholesaler performs various marketing functions.