It is important for a retailer to view itself as a larger marketing system, if they are interested in making money. The retailer must understand the whole concept of the supply chain, seeing it as one primary system made up of multiple variables. The retailer final price and cost of their product has a great deal to do with how well the supply chain was been carried out. J.C. Penney’s, Costco, and Best Buy would not be successful because there stores are made up of many brands. For example J.C. Penney’s carries Levis, South Pole, and Lees, which are major companies of their own and to me this goes to show that they cannot be successful standing alone. Retailers are so dependent on the supply chain members for their information and resources.