INTBUS 6 Lecture Notes - Lecture 27: Direct Marketing, Reverse Logistics, Electronic Data Interchange
5 Oct 2020
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Chapter 10: marketing channels delivering customer value. As uber" shows, good distribution strategies can strongly contribute to customer value and create competitive advantage for a firm cannot bring value to customers themselves. Term supply chain may be too limited (takes a make-and-sell view of the business suggests that planning starts with raw materials, productive inputs, factory capacity) Better term: demand chain (suggests sense-and-respond view planning starts by identifying needs of target customers) may still be too limited. Instead: value delivery network (complex, continuously evolving) made up of the company, suppliers, distributors, customers partnering with each other. Few sell directly to final customers most use marketing / distribution channel. Company"s channel decisions directly affect every other marketing decision, often involve long-term commitments to other firms management must design its channels carefully with eye on both today"s likely selling environment and tomorrow"s as well. Through their contracts, experience, specialization, and scale of operation.
