MGMA01H3 Chapter Notes - Chapter 12: Marketing Channel, Disintermediation, Sweatshop
Document Summary
Chapter 12 marketing channels delivering customer value: Building key relationships with not only buyers but suppliers and resellers is the company"s supply chain. Upstream comes from company is the set of firms that supply the raw materials, components, parts, information, finance and expertise needed to create a product or service. Downstream focuses on marketing channel that look toward the customer, such as wholesalers, and retailers. Aka term call the demand chain because it suggest a sense and respond view of the market. Value delivery network is made up of the company, suppliers, distributors, and ultimately. Firms are forming more complex chains with other firms. customers who partner with each other to improve the performance of the entire system in delivering customer value. (this chapter focuses on downstream) Some companies use imaginative distribution systems to gain a competitive advantage. Distribution channel decisions often involve long-term commitments to other firms. (contracts)
