Marketing

WHO IS A WHOLESALER?

Simply stated, wholesalers are those who happen to he engaged in wholesaling or wholesale trade. In a broad sense, any individual or business fim,selling goods in relatively large quantities to buyers other than the ultimate consumers may be called a wholesaler. Thus manufacturers w$o sell their products directly to retailers may be regarded as wholesalers. …

FUNCTIONS OF WHOLESALERS

In the preceding section we have learnt that wholesalers perform limited functions or undertake a variety of functions. Actually, the functions of a wholesaler depend upon the nature of the products dealt with and the business policy of that particular wholesaler. Of course, every wholesaler must carry out the minimum functions of buying, storing and …