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.
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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.
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