Microsoft Word marketing doc

Types of Wholesalers : 
1. 
Manufacturer Wholesaler 
: 
Manufacturer Wholesaler combines 
manufacturing with the wholesale business. He carries the wholesale 
business through sales offices or sales branches. 
2. 
Retail Wholesaler
: Retail Wholesaler is both a wholesaler and a 
retailer. He buys goods in large quantities from the manufacturer and 
sells them in small quantities to the ultimate consumers. 
Retail wholesaler is both a wholesaler and a retailer. He buys goods in 
large quantities from the manufacturer and sells them in small quantities 
to the ultimate consumers. 
3. 
Merchant Wholesaler
: Merchant wholesaler is one who buys goods in 
large quantities from the producer and sells them in small quantities to 
the retailers but not to the ultimate consumers. 
Functions of Wholesaler : The various functions performed by them are : 
(i) 
Assembling and Buying
: It means bringing together stocks of different 
manufacturers producing the same line of goods, such as, selection of 
manufacturers, placing order and procuring stock. 
(ii) 
Storage
: Wholesalers keep the goods assembled in their ware houses 
till they are sold to the retailers, as there is a gap between the production 
and consumption. 
(iii) 
Transportation
: Wholesaler carries goods from the plce of production 
to his warehouse and he also carries goods to the retailers destination 
through his own fleet or through hired carrier on most economic lines. 

---

81
(iv) 
Financing
: Wholesalers grant credit on liberal terms to the retailers and 
reduce the financial burden of the manufacturer by extending financial 
support to them. 
(v) 
Risk-bearing
: Wholesalers bear the risk of loss of change in prices, 
damage, deterioration in quality, pilferage, theft, fire etc. 
(vi)