Question

discuss the role of a retailer in the marketplace

Answer 1

Retailing plays a very important role in most marketing channels.
(1) Retailers connect brands to final consumers

"Each year, retailers account for more than $4.1 trillion of sales to final consumers. They connect brands to consumers in what marketing agency Ogilvy Action, calls 'the last mile'--the final stop in the consumer's path to purchase. It's the 'distance a consumer travels between an attitude and an action,' explains Ogilvy Action's CEO. Some 40 percent of all consumer decisions are made in or near the store." (Kotler & Armstrong, 2012: p374)

(2) Retailers reach consumers at key moments of truth, influencing their purchasing decision making.

"Many marketers are now embracing the concept of shopper marketing,using in-store promotions and advertising to extend brand equity to "the last mile" and encourage favorable in-store purchase decisions.

Answer 2

The role of a retailer basically is to do with buying commodities from the wholesalers and then sell it directly to the consumers or customers.