Wholesalers need to pay attention to their marketing Strategies Like retailers, wholesalers also face growing competitive pressures, increasingly demanding customers, rapidly changing technologies, and additional competition caused by direct-buying programs on the part of large industrial, institutional, and retail buyers. Under such conditions, wholesalers have to pay more attention to their marketing strategies. Similar to retailers, wholesalers should take into account market segmentation, targeting, differentiation and positioning, and the marketing mix: product and service assortments, price, promotion, and distribution.