The key factor distinguishing retailers from other members of the supply chain is that:

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Retailers sell to customers for their personal use. While they may sell to businesses and government entities, their primary clientele is individual consumers seeking products for their own use. This distinguishes them from other members of the supply chain, such as wholesalers, who sell to retailers and other businesses. The use of advertising and personal selling may be important for retailers, but it is not the key factor that sets them apart from others in the supply chain.

The Key Factor Distinguishing Retailers from Other Members of the Supply