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INTERNAL TRADE 217 Services of Wholesalers purchased by them. To that extent, the manufacturers need not block their Wholesalers provide various services capital in the stocks. Sometimes they to manufacturers as well as retailers also advance money to the producers and provide immense help in the distribution of goods and services. for bulk orders placed by them. (iv) Expert advice: As the wholesalers By making the products available at are in direct contact with the retailers, a place where these are needed and they are in a position to advice the at a time when these are needed for manufacturers about various aspects consumption or use, they provide both the time and place utility. The various including customer’s tastes and services of wholesalers to different preferences, market conditions, competitive activities and the features sections are discussed below: preferred by the buyers. They serve as an important source of market 10.3.1 Services to Manufacturers information on these and related Major services offered by wholesalers aspects. to the producers of goods and services (v)  Help in marketing function: are given as below: The wholesalers take care of the (i) Facilitatinglargescaleproduction: distribution of goods to a number of Wholesalers collect small orders retailers who, in turn, sell these goods from a number of retailers and pass to a large number of customers spread on the pool of such orders to the over a large geographical area. This manufacturers and make purchases relieves the manufacturers from many in bulk quantities. This enables the of the marketing activities and enable producers to undertake production on them to concentrate on the production a large scale and take advantage of the activity. economies of scale. (vi) Facilitateproductioncontinuity: (ii)  Bearing risk: The wholesale The wholesalers facilitate continuity of merchants deal in goods in their own production activity throughout the name, take delivery of the goods and year by purchasing the goods as and keep the goods purchased in large lots when these are produced and storing in their warehouses. In the process, them till the time these are demanded they bear variety of risks such as the by retailers or consumers in the risk of fall in prices, theft, pilferage,arket. spoilage, fire, etc. To that extent, theyvii)  Storage: Wholesalers take relieve the manufacturers from bearing delivery of goods when these are these risks. produced in factory and keep them (iii)  Financial assistance: The in their godowns/warehouses. This reduces the burden of manufacturers wholesalers provide financial assistance to the manufacturers of providing for storage facilities for the in the sense that they generally finished products. They thus provide make cash payment for the goods time utility. Reprint 2026-27