12.4 Retailers As Channels of Distribution

What you’ll learn to do: describe types of retailers and explain how they are used as a channel of distribution

Retailing is important for marketing students to understand for two main reasons. First, most channel structures end with a retailer. While products may pass through a wholesaler or involve a broker or agent, they also include a retailer. Second, retail offers an immense number of job opportunities. Today in the Canada, there are 1,167,260 [1]  retail establishments that support 2 million jobs [2]. Retail also contributes $100 billion to the Canadian gross domestic product. [3].  Major retail employers are are shown in the following graphic with a full report available from the Retail Council of Canada. [4]


Learning Activities

  • Reading: Define Retailing
  • Reading: Types of Retailers
  • Reading: Retail Strategy
  • Self Check: Retailers As Channels of Distribution



  1. https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?pid=3310008701
  2. https://www12.statcan.gc.ca/nhs-enm/2011/as-sa/99-012-x/2011002/c-g/c-g02-eng.cfm
  3. https://www.statista.com/statistics/858030/gdp-for-retail-trade-in-canada/
  4. https://www.retailcouncil.org/community/store-operations/canadas-top-100-retailers/


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Introduction to Marketing II (MKTG 2005) Copyright © 2020 by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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