MARK 300 Lecture Notes - Lecture 10: Root Mean Square, Disintermediation
Document Summary
Value delivery network- network composed of company (focal rm), suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system in delivering customer value. Marketing channels/distribution channels/channels of distribution- interdependent organizations that help make a product or service available for use or consumption. Channel decisions: a ect every other marketing decision, can lead to competitive advantage, may involve long term commitments to other rms. Disintermediation- occurs when product or service producers cut out marketing channel intermediaries or when radically new types of channel intermediaries displace traditional ones. Channel design decisions: analyzing customer needs, setting channel objectives, identifying major channel alternatives, evaluating alternatives. Number of intermediaries: intensive distribution- as many as possible, exclusive distribution- limited, selective distribution- easy to nd but not every store. Airtruck= air and trucks inbound outbound suppliers focal rm resellers customers.
