MKT 702 Study Guide - Value Network, Multichannel Marketing, Marketing Channel
Document Summary
Facilitators assist in distribution process but neither take title to goods nor negotiate purchase of sale. Marketing channel system: particular set of marketing channels firm employs, and decisions about it are most critical ones management faces: marketing channels must not just serve markets, they make markets. Channel decisions include relatively long-term commitments with other firms as well as set of policies and procedures. Appropriate when there is high brand loyalty and high involvement, perceived differences between brands, and choose brand before going to the store. Demand chain planning: process of designing supply chain based on adopting target market perspective an working backwards: demand chain planning yields some insights. Company can estimate whether more money is made upstream or downstream, in case it integrates backward or forward. Company is more aware of disturbances anywhere in supply chain that might change costs, prices, or supplies.
