Which activity is NOT typically a function of a wholesaler?

The activity of selling directly to consumers is not typically a function of a wholesaler. Wholesalers primarily operate in a business-to-business (B2B) environment, facilitating the distribution of goods from manufacturers to retailers or other intermediaries. Their role is focused on bulk purchasing, storing products in warehouses, and then selling these products in larger quantities to retailers, who then sell them to the end consumers.

In contrast, wholesaling activities usually include maintaining warehouses and shipping capabilities, which are essential for managing inventory and distribution. Communicating between manufacturers and retailers is another critical function, as it ensures that products are effectively moved within the supply chain. Additionally, advertising and selling to retailers is a common role for wholesalers, as they often promote products to encourage retailers to stock them.

Selling directly to consumers, however, is a function more aligned with retailers as they directly interact with the end-user, providing the final sale of goods. This distinction is important as it highlights the different roles within the supply chain and identifies the wholesalers' primary focus on supporting those who sell to consumers rather than engaging with the consumers themselves.