Question 6
- State fivefunctions of a retailer to consumers.
- State fivefunctions of a wholesaler to producers.
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Observation
Mostcandidates who attempted this question performed very well. However, some candidates stated the functions of a retailer to wholesalers for question 6a. For question 6b, some candidates stated the functions of a wholesaler in relations to retailers.
The expected responses are.
6.(a) Functions of a Retailer to Consumers include:
(i) Maintaining close relationship with consumers thereby knowing what the consumer’ wants;
(ii) Informing consumers about new products in the market;
(iii) Engaging in delivery of goods to consumer;
(iv) Engaging in standardization and grading of goods in a manner acceptable to consumers;
(v) Performing storage function by stocking goods for consumers;
(vi) Making arrangement for replacement of damaged goods;
(vii) Selling goods directly to the consumers;
(viii) Offering credit facilities to consumers;
(ix) Educating consumers on the use of new products;
(x) Undertaking merchandising activities to encourage consumers to buy the product;
(xi) Offering varieties of products to consumers;
(xii) Bridging the gap between the manufacturer and the consumer;
(xiii) Rendering home service to consumers.
(b) Functions of a Wholesaler to Producers include:
(i) Helping producers to distribute their goods;
(ii) Providing marketing research support to producers;
(iii) Providing warehousing facilities;
(iv) Providing credit facilities to producers by paying for goods ordered in advance;
(v) Purchasing in large quantities thereby reducing total physical distribution costs;
(vi) Providing feedback on market trends to producers;
(vii) Performing packaging function on behalf of producers;
(viii) Providing information on competitors’ activities to the producer;
(ix) Advertising goods for the producers;