BUS 343 Lecture Notes - Lecture 11: Direct Marketing, Supply Chain, Requirement
17 Jan 2018
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Document Summary
Distribution channel-value delivery network: company + suppliers + distributors + customers improve perf entire system in delivering customer value (right product, right place, right time) amazon vs physical store. Supply chain = make and sell, demand chain = sense and respond channel: interdependent org make product available for use. Affect marketing decision, use for strategic marketing decision, require long term commitment add value: bridge time, place, possession gap separate goods from who use. Infor gather and distribute, promotion, contact, matching, arranging, negotiation, Physical distribution, financing, risk taking, after sale support partners. Wholesaling-wholesalers: sell to business (merchant wholesaler = largest - full/limited services) Drop shipper: takes orders, payment, shipped directly to customer. Rack jobber: resell on racks inside retail store, partnership with retailer. Agent: not take title, representative performs few functions , permanent one on one relationship. Manufacturing agent: sells manufacturer goods, receives commission. Advertising agent: provide marketing communications services (designing, advertisements, buying media: television, radio, magazines, internet)
