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Wholesale and retail establishments  employ purchasing specialists who  buy finished goods for resale. These  specialists, commonly referred to  as buyers or merchandise managers,  play a crucial role in a complex  distribution and merchandising system  that serves a wide range of  consumer wants and needs. Wholesale buyers  purchase merchandise from  other wholesale firms or directly from  manufacturers and resale it to  retailers, commercial establishments,  and other organizations. Buyers  employed by retail firms purchase  merchandise from wholesale firms or  directly from manufacturers for  resale to the public. Because buyers are  largely responsible for  determining which products their establishment  will sell, they must  know what will attract consumers. It is crucial for  them to keep  current with the latest trends—not doing so could endanger  profits and  their company’s reputation. Buyers monitor competitors’  sales  activities by following advertisements, and they anticipate  consumer  buying patterns by monitoring general economic conditions.  Buyers  employed by large and medium-sized firms usually only focus on   acquiring a single line or a few lines of merchandise; in small stores,   buyers might purchase the entire inventory.
Retail buyers have seen their responsibilities increase with the advent of private-label merchandise and the consolidation of buying departments.
Retail buyers have seen their responsibilities increase with the advent of private-label merchandise and the consolidation of buying departments.
Private-label merchandise, created for a  specific retailer, obliges  buyers and vendors to work closely together  to produce the desired  product. The demands placed on buyers have  further increased because of  the downsizing and consolidation of buying  departments: the amount of  work stays the same, but it must be done by  fewer employees.  Consequently, everyone’s workload and level of  responsibility increases.
Many merchandise managers help develop  and implement sales promotion  programs. They consult with merchandise  executives to establish the  sale’s character, purchasing items  accordingly. Merchandise managers and  advertising personnel sometimes  collaborate to generate ad campaigns,  deciding details like which media  to advertise in and how long to run  the advertisements. Merchandise  managers also pay frequent visits to the  selling floor to make sure  that products are displayed appropriately.  It often falls to assistant  buyers to place orders and check shipments.
The work of purchasing managers, buyers,  and purchasing agents  continues to be influenced by computers. These  machines can efficiently  take care of much routine work (such as  storing past bids and offers,  tracking supplier performance, and  issuing purchase orders), thereby  freeing purchasing workers to focus  on the analytical and qualitative  side of their job. These workers also  use computers to find current  listings of products and prices, to  track orders and inventory levels,  and to help them make purchases.
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Source: Purchasing director job description
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Jonathan.