Mk 640 Marketing and Advertising Discussion Question 1

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REASON 1 – Logistics cost – The first and foremost reason of not purchasing directly from a manufacturer is that the cost of logistics would be saved. When a trader purchase goods directly from wholesaler they can purchase in less quantity as compared to that of the manufacturer. The higher the quantity the higher would be the cost of logistic (Zikmund and Stanton 1971). The logistics cost would decrease the profit margin of the trader. It is not only about the cost but the problems and responsibility also gets increased. The trader then has to take care of the stored goods and also incur expenses to keep them safe.
REASON 2-Unbounded purchase quantity- When a trader buys goods from a wholesaler it is not mandatory to buy a huge number of quantities. Although there is a prescribed number of units that are mandatory for a trader to buy from a wholesaler but it is lower than that of the quantity purchased from the manufacturer. If the purchase is made directly from a manufacture then again there would be a problem of large order. This is another reason why Mal wants to avoid purchasing directly from the factory (Lammers T. 1995). One reason associated with this is also that the trader has to pay several months advance to book the goods he wants to purchase. This adversely affects the credit cycle of the firm.
REASON 3- Better choice of products- A wholesaler has so many brands of the same product available with him (Arthur B. 1985).Due to this reason the trader can compare the prices and can go for the better choice of the products. In recent times, consumers are aware about each and every product due to technological advancement. Hence, there are choices of product besides them. They can pick as per their needs.

References 1. Arthur B. (1985) , Under cover…...

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