John Day 10/28/15
Retail Marketing
Professor: Scapparone

Chapter 5 Discussion Questions.
1.) Why must a retailer view itself as a member of a larger marketing system? Can’t JCPenny’s Costco, or BestBuy be successful on its own? Being a member of a larger marketing system is a good idea. Being part of the system of say BestBuy lets customers know no matter where they are they can get the same products and services at any BestBuy anywhere in the world. I suppose they could stand alone, but being part of the larger marketing system brings great benefits. You get to use their models and their proved marketing platforms.
2.) Must a retailer be involved in performing all the marketing functions? If it can rely on other members of the channel, what functions can they perform and which members can perform them? Yes a retailer should be involved in every aspect of the company, do they have to di it themselves? No they can put these tasks in other people’s capable hands. The seven marketing functions are Pricing, Products/Service Management, Distribution, Financing, Marketing Information Management, Selling, and Promotion.
3.) Facilitating marketing institutions, since they don’t take title to the goods, add no value to a supply chain, Agree or disagree with this statement, and explain your reasoning. I disagree just because they don’t take title of the goods does not make them any less valuable in the supply chain. With agents, brokers, wholesalers, transporters, financial institutions, market researchers, advertising agencies and wholesales insurers the supply chain would not be what it is. Each part plays a valid important role in the success and profit of your company.
4.) Isn’t it clear evidence that a direct supply chain always the best way to reach a consumer? Agree or disagree and explain your answer. I disagree, Dell putting its products