Marketing Management: Retailers' Role in Value Creation - Report

This report delves into the critical role of retailers in marketing management, focusing on how they contribute to value creation for customers. It highlights the importance of customer experience, emphasizing how retailers can enhance it through strategies like free delivery and convenient shopping options. The report explores the connection between retailers and the supply chain, demonstrating how they facilitate product availability and consumer satisfaction. Furthermore, it examines the impact of product selection and the role of salespersons in influencing customer decisions. Ultimately, the report emphasizes the importance of retailers in providing time, place, and utility, while also considering the impact of a wide array of products to enhance customer satisfaction. The report is a valuable resource for understanding the dynamic between retailers, marketing, and consumer behavior.

Running Head: Marketing Management
Marketing Management

1
Marketing Management
Retailers add value for the customers by offering services and help in product selection.
It can also be easy to increase the perception of the customers by making shopping experience of
the customers convenient. Shopping experience can be convenient by offering free delivery or by
giving an online shopping option. Retailers can compare shopping to allow the customers so that
they can analyze the different options that are available. Value of the product is also enhanced
when retailer provides services like free delivery, repair and also advice. Retail salespersons are
given training so that they can explain to the customers that how products can satisfy the wants
of the customers (Pearson, 2016).
Retailers can add important role in the supply chain and present a proper connection
between producers and consumers by offering the environment in which exchange can take
place. The retailer has a great role in creating time, place and utility. Retailers also take into
consideration functions of marketing so that consumers can avail the advantage by making a
broad array of the products that are offered to the customers. It is seen that if there is a broad
array of the products then it can be easy to enhance the overall satisfaction level of the customers
and by this customer experience also enhances effectively (Porter & Kramer, 2019).
So, it is analyzed that the major factor by which the retailers can add value to the
products is by offering the products for free at their home. It enhances the overall shopping
experience for the customers.

2
Reference
Pearson, S. (2016). Building brands directly: creating business value from customer
relationships. Springer.
Porter, M. E., & Kramer, M. R. (2019). Creating shared value. In Managing Sustainable
Business (pp. 327-350). Springer, Dordrecht.