Wholesaling involves purchasing large quantities of goods from manufacturers and reselling smaller quantities to retailers. Wholesalers aggregate products, store and transport goods, take on risks, and provide market information to help manufacturers and retailers. They break bulk, distribute goods to many small retailers, and help maintain price stability. Wholesalers can offer full services like warehousing, financing and promotions, or limited services through cash-and-carry or drop shipping models.

2. Wholesaling:
 Wholesaling is concerned with activities of
those persons or establishments that sell to
retailers and other merchants or industrial or
institutional and commercial users.
 Wholesalers or wholesale trader is a trader who
purchases goods in large quantities from
manufacturers and resells to retailers in small
quantities.

3.  Sales and promotion of chosen company products.
 Breaking bulk to suit consumer requirements.
 Transportation of goods to the consumers.
 Storage and protection of the goods till they are
sold out.
 Bearing the risks associated with the business.
 Collecting and disseminating market information to
suppliers and customers.

4.  Collects orders from large no of small retailers and
distributes goods in small lots.
 Wholesalers places orders in advance. Producers do
not need to keep elaborate inventory.
 The manufacturer can thus focus on quality and
quantity to be produced.
 Helps in maintaining price stability.

5.  Wholesaler is a reservoir from where retailer draws
his requirements.
 Reduces retailer’s risk of carrying extra stock.
 Wholesalers deliver goods promptly.
 Retailer gets information about new products,
promotions in advance from the wholesalers.

6.  Full Service
 General Merchandise
 General line
 Speciality
 Rack jobbers (Western)
 Voluntary chains (Western)
 Producer Co-operatives

7.  Limited Behaviour
 Cash and carry
 Drop Shippers(Western)
 Truck wholesaler
 Mail order
 Retailer Co-operatives
 Manufacturer’s agents
 Commission agents
 Selling agents
 Auction companies

8.  Assembling or aggregating the goods.
 Warehousing of the goods.
 Transportation of goods.
 Financing the business.
 Risk bearing
 Providing market information.
 Grading and Packing.

9.  Wholesaler may fail to give correct
information to the manufacturer or the
retailers/institutional customers.
 Influence the pricing of the goods to
retailers and consumers.
 Consumers have no say in pricing and
quality.

10.  SelectingTarget markets.
 Marketing mix
 Product decisions
 Pricing decisions
 Promotions
 Place

11.  Cash and carry is a form of trade in which
goods are sold from a wholesale warehouse
operated either on self service basis or on the
basis of samples.
 Cash and carry Wholesalers are becoming a
key supplement for operators who need
emergency replenishment of food items.
 C&C is expanding into agriculture, baked
goods, frozen products etc.