(a) Outline the chain of distribution for manufactured consumer goods. [4marks]
(b) Explain the functions of the (i) wholesaler; (ii) retailer. [8 marks each]
Explanation
(a) Manufacturer
⬇
Wholesaler
⬇
Retailer
⬇
Consumer
(b)(i) (a) Provides finance for the manufacturer.
(b) Provides warehousing facilities.
(c) Breaks the bulk for the retailer
(d) Provides credit to the retailer.
(e) Gives information to the manufacturer and retailer.
(f) Branding/Packaging.
(g) Advertising and sales promotion.
(b)(ii) (a) Gives information to the wholesalerand consumer.
(b) Keeps variety of goods/services from which consumer can choose.
(c) Sells in small quantities to consumers.
(d) Grants credit to reliable consumers.
(e) Takes goods/services to convenient points for the consumers.