Wholesaler gets the product from the distributor and does not have the products in their name. They act as a medium and transfer the goods to retailers with small margin. Therfore these people need to have storage and geographic advantage.
Dealer locator is done in the initial stages to identify potential dealers in the locality.
This will come under Route to market. When a company enters a market, it does enough research to find out about all the possible dealers in the locality. They do screening and then they suspect, prospect, approach, negotiate, close the deal, order, payment. These processes help the company in locating the correct dealer according to company values.