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Retailers play an important role in getting products from producers to consumers.
Retailers help direct the physical flow of goods and services from places that produce goods to places where goods are used. Since the retailer has direct contact with the users of goods and services, the retailer can discover and attempt to meet the needs and preferences of consumers. To be successful, a retailer must distinguish itself from other retailers and develop a strategy for satisfying the needs and preferences of a specific consumer group. This strategy, called a retail mix, involves careful consideration of the productto sell, the quantity at which to make the product available, the location at which to sell the product, the time to make the product available, the pricing of the product, and the appeal that can be generated to attract the consumer's interest. Each firm tries to differentiate its products from those of its competitors.