Answer: Wholesalers and retailers perform the following distribution functions:
Matching buyers and sellers. By making sellers' products available to multiple buyers, intermediaries reduce the number of transactions between producers and customers.
Providing market information. Retail intermediaries collect valuable data about customer purchases: who buys, how often, and how much.
Providing promotional and sales support. Many intermediaries assist with advertising, in-store displays, and other promotional efforts for some or all of the products they sell.
Gathering assortments of goods. Many intermediaries receive bulk shipments from producers and break them into more convenient units (known as breaking bulk) by sorting, standardizing, and dividing bulk quantities into smaller packages.
Transporting and storing products. Intermediaries often maintain inventories of merchandise that they acquire from producers so they can quickly fill customers' orders. In many cases, retailers purchase this merchandise from wholesalers who, in addition to breaking bulk, may also transport the goods from the producer to the retail outlets.
Assuming risks. When intermediaries accept goods from manufacturers, they usually take on the risks associated with damage, theft, product perishability (in the sense of tangible goods that are vulnerable to rotting, for instance), and obsolescence.
Providing financing. Large intermediaries sometimes provide loans to smaller producers.
Completing product solutions. In some industries, producers rely on a class of intermediaries often called value-added resellers (VARs) or system integrators to complete or customize solutions for customers.
Facilitating transactions and supporting customers. Intermediaries can perform a variety of functions that help with the selection, purchase, and use of products.