Importance / Service of Wholesalers:

The word wholesaler has been derived from the word ‘wholesale’ which means to sell goods in bulk in delivery of large quantities. According to S.E Thomas, “A wholesaler is a trader who purchases goods in large quantities from manufactures and resells them to retailers in small quantities”. The wholesaler, thus, is one who buys goods in large quantities from manufactures and sells them in small quantities with the object of earning profit. He, therefore, is neither a manufacturer nor a retailer but acts as a link between the two.

Importance / Service of Wholesalers: 
The importance of wholesalers in our marketing system can better be understood by investing as to how they serve the (a) Manufacturers (b) Retailers and (c) The society. These various services (also called advantages) of wholesalers are now discussed under separate heads.

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