70. Small manufacturers are successful often because Wal-M at agrees to carry their products. If Wal-Maut does not like a price increase, it often will refuse to do business with the manufacturer. At this point, many small manufacturers will offer price reductions because they fear failure if they lose the Wal-Mat account. The relationship between these small manufacturers and Wal-Mart can be described as_____

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The relationship is buyer dependent because the small manufacturers rely heavily on Wal-Mart to carry their products, and Wal-Mart has significant power over them, influencing their pricing decisions.

70 Small Manufacturers Are Successful Often Because Wal-M at Agrees