Wholesaler: The Link Between A Manufacturer & A Retailer

Definition of Wholesaler

The term Wholesaler has originated from the marketing practice of Wholesale. As we know that wholesale is a methodology of distribution in which products or services are sold to retailers and also to customers like institutional and commercial business users. A wholesale marketing involves the sale of services or products to anyone expect the end-consumer. The terminology of Cash and Carry describes a wholesale warehouse in the UK and these warehouses are open for the public on a subscription payment basis.

So we can define a wholesaler to be an individual or organization that purchases bulk quantity of goods from numerous manufacturers, then stores them within a warehouse, and finally resells them to retailers. The wholesalers who just carry the goods of the non-competing category are known as distributors.

Textbooks on Wholesaler

The marketing topic of Wholesaler is quite interesting so a number of textbooks can be available on it. Details of some textbooks are listed as follows:

• The Development of the Wholesaler in the United States 1860-1900 (RLE Retailing and Distribution) by Bill Reid Moeckel (Published by Routledge – Year 2012).
• Value Creation Strategies for Wholesaler-Distributors by Steve Deist, Mike Marks and Mike Emerson (Published by Natl Assn Wholesale-Distr – Year 2009).

Examples of Wholesaler

Example 1: An interesting example of a wholesaler is a person who sells vegetables in the wholesale market. Such a person sells the vegetables to vegetable hawkers and grocery store owners. Those people after buying the vegetables from the wholesaler sell the vegetables further to their customers.

Example 2: Another interesting example of a wholesaler is a discount wholesaler. This type of wholesaler provides discounted stock items to its retailers. The products of the stock are discounted because they may be refurbished or returned goods.

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