Wholesaler

Wholesaler includes all activities involved in selling goods and services to those for resale or business use. It purchases or services from the producers but they sell it to the reseller for resale or business users.
Types of wholesaler: Wholesalers fall into three major groups. They are as follows:
• Merchant wholesalers
• Brokers and agents
• Manufacture's sales branches and office.
They are summarized in below:
• Merchant wholesalers: Merchants wholesalers are the largest single group of wholesalers accounting for roughly 50% of all wholesaling. Merchant wholesalers include two broad types:
a. Full service wholesalers and
b. Limited services wholesalers
Full service wholesalers provide a full set of services whereas the various limited service wholesalers offer fewer services to their suppliers and customers.
• Brokers: Brokers is one type of wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negation.
Agent: Agent is a wholesaler who represents buyers or sellers on a relatively permanent basis performs only a few functions and does take title to goods.
• The third major type of wholesaling is that done in manufacturer's sales branches and offices by sellers or buyers themselves rather than though independent wholesalers.
Wholesalers marketing decisions
• Wholesaler strategy
• Target market
Service
Positioning
• Wholesaler strategy
• Product and service assortment
Prices
Promotion
Places(location)
• Figure: Wholesaler marketing decisions