Types and Functions of Wholesalers in Marketing


The functions of wholesalers in marketing are summarized below; they are involved in:

  • Buying
  • Selling
  • Product development and standardization
  • Storage
  • Financing
  • Information processing
  • Transportation
  • Risk bearing.

Types of Wholesalers

Wholesalers can be classified into two, namely-
(a) full-function wholesalers and
(b) limited function wholesalers.

Read Also: Classification of Middlemen in Marketing

1. Full-function Wholesalers

Full-function wholesalers perform all the marketing functions mentioned above. They carry a variety of products; although, some of them do carry specialized goods, examples are:

General merchandise wholesalers

Limited line wholesalers

Specialty-line wholesalers.

2. Limited function Wholesalers

They are merchant wholesalers; they take title to the goods sold. They, however, do not perform all wholesale functions on the goods they handle. They also tend to concentrate on the handling of a few product lines. The major ones are:

Cash and carry wholesalers

Desk jobbers or drop shippers

Truck wholesalers

Mail-order wholesalers.

Read Also: Micro Environmental Variables in Marketing System

Do you have any questions, suggestions, or other contributions? Kindly use the comment box provided below for all your contributions. You are also encouraged to please kindly share this article with others you feel can benefit from this information if found useful enough as we may not be able to reach everyone at the same time. Thank you so much for sharing!

Have you visited our Market Place Today? Follow this link to visit WorldMarketSite.com Market Place now to check out our affordable products & services that might interest you and solve your current needs at a very cheap price.

Leave a Reply

Your email address will not be published. Required fields are marked *