Affiliated Wholesaler

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Affiliated Wholesaler

1. A wholesaler who owns a majority or significant minority stake in one or more retailers. This allows the affiliated wholesaler either control or significant influence over how its products are marketed at a retail level. It also provides one or more guaranteed customers for the wholesaler's products.

2. A group of wholesalers that band together for marketing purposes.
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The third one is the case where the manufacturer brings existing independent marketing intermediaries under their control by organizing them into a group of affiliated wholesalers and retailers (Yoshino, 1971).

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