Paper details
Overview
Retailing involves the sale of products to final consumers. There are approximately 1,119,850 retailers in the United States. However, as discussed in the text, there are many different types of retailers and they vary both in size and method of operation. Marketing managers of consumer products at all channel levels must understand retailing – for if the retailing effort is not effective, the products may not be sold and all members of the channel will suffer. Likewise, consumers must be concerned with retailing – because their standard of living is partly dependent on how well retailing is done.
The purpose of this exercise is to focus your attention on the retailers who serve your community. What types of stores are there? How do they operate? Who are their target customers? Why might there be different types of retailers selling basically the same kinds of products?
