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A wholesaler and a retailer are important intermediaries in the distribution process of a business organization. They help in moving goods from producers to final consumers and perform several activities that make the distribution of products convenient, efficient, and economical. Although both wholesalers and retailers act as links between producers and consumers, their functions, scale of operations, and relationships with customers are different. A wholesaler is a person or business organization that purchases goods in large quantities from manufacturers or producers and sells them in relatively smaller quantities to retailers, other wholesalers, institutional buyers, or commercial users. Wholesalers generally do not sell goods directly to final consumers. They usually operate on a __________ ____ ____ _____ ___ ___.
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