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WAREHOUSE SITE SELECTION. Selecting a site for a warehouse the number of alternatives to be considered is large because of potential intermediate storage between sources and buyers. (See DISTRIBUTION.)
WARRANTY. A guarantee given to the buyer that covers a fixed period of time and insures that the manufacturer or the retailer will replace a product or provide a full or prorated refund if the product is defective, or fails to meet the conditions stated by the manufacturer.
WHOLESALER. A business unit which buys and resells merchandise to retailers and other merchants and/or to industrial, institutional, and commercial users but which does not sell insignificant amounts to ultimate consumers. In the basic materials, semi-finished goods, and tool and machinery trades merchants of this type are commonly known as "distributors" or "supply houses.,"
Comment. Generally these merchants render a wide variety of services to their customers. Those who render all the services normally expected in the wholesale trade are known as Service Wholesalers; those who render only a few of the wholesale services are known as Limited Function Wholesalers. The latter group is composed mainly of Cash and Carry Wholesalers who do not render the credit or delivery service, Drop Shipment Wholesalers who sell for delivery by the producer direct to the buyer, Truck Whole-in one operation, and Mail Order Wholesalers who perform the selling service entirely by mail. This definition ignores or minimizes two bases upon which the term is often defined; first, the size of the lots in which wholesalers deal, and second, the fact that they habitually sell for resale. The figures show that many wholesalers operate on a very small scale and in small lots. Most of them make a significant portion of their sales to industrial users.
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