In the sales context, what does the term 'wholesaler' refer to?

The term 'wholesaler' specifically refers to an intermediary in the supply chain who purchases goods in large quantities from manufacturers and sells them to retailers or other businesses rather than to the end consumer. This role is essential in increasing the efficiency of distribution channels by allowing retailers to purchase smaller quantities than they would need to buy directly from a manufacturer.

Wholesalers typically carry a wide variety of products, enabling retailers to stock their shelves without dealing directly with multiple manufacturers. By acting as a buffer between the manufacturer and the retailer, wholesalers facilitate the distribution process, making it easier for retailers to obtain the inventory they need to meet consumer demand.

In this context, the other choices do not fit the definition of a wholesaler. A final retailer directly sells to consumers and is involved in the last step of the supply chain, while a direct seller also engages in selling directly to consumers without involving intermediaries. A manufacturer, meanwhile, is responsible for producing the goods, not distributing them to retailers. Thus, the characterization of a wholesaler as an intermediary who buys in bulk and sells to retailers is accurate and highlights its critical function in the marketing and distribution landscape.