Retailers and wholesalers play crucial roles in the distribution channel. Retailers offer goods and services directly to end-users, while wholesalers facilitate bulk movement of products between manufacturers and retailers. This certification course provides an overview of the roles and functions of these entities, including their strategic significance, operational considerations, and the interplay between manufacturers, wholesalers, retailers, and consumers. It also explores how effective management and collaboration with retailers and wholesalers contribute to successful distribution strategies and overall business success.
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