WHOLE SAILING

Principles and Practices of Marketing

Wholesaler refer to a firm engaged primarily in whole sailing activity,while whole sailing refers to all the activities involved in selling goods and services to those buying for resale/business use.

FUNCTIONS OF WHOLE SAILING.

Selling and promoting

– Buying and assortment( a group of similar things having different sizes,colour and quality) building

– Bulk-breaking

– Warehousing(storage).

-Price stability –This is possible mainly due to storage  that happens .During low production seasons,stored goods  are released in the market and stabilize supply in the market.

– Transportation

– Financing

– Risk bearing

– Market information(advice)due to contact with manufacturers

– Management services and advice

DIFFERENCES BETWEEN WHOLESALERS AND RETAILERS.

WHOLE SALERS                RETAILERS.

-Sells goods from his warehouse              -Sells goods from shop.

-Can be located else where                       -Located at complicated centers to offer

what is supplied.

-need large capital base to start                -need smaller capital to start.

-need large storage space                       -need smaller storage space.

-buys in bulk and stocks in large quantity-buys at smaller quantity and sells in

smaller units.

-sells on cash basis                                         -sells in credit and cash.

-specialize in buying and selling few        -buy and sell different commodities

types of commodities



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