COMM 223 Chapter 12: Marketing Channels: Delivering Customer Value (Kotler: Principles of Marketing, 9th Canadian ed)
18 Dec 2016
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1 supply chains and the value delivery network. Upstream partners: set of rms that supplies raw materials, components, parts, info, nances, and expertise needed to create product/service. Downstream partners: marketing and distribution channels that look toward customer. Value delivery network - composed of company, suppliers, distributors, and customers who partner with each other to improve performance of entire system in delivering customer value. Marketing (distribution) channel - interdependent organization sets that help make product or service available for use/consumption by consumer/business. Producers give some of selling job to channel partners to create greater eciency in making goods available to target markets. Through contacts, experience, specialization, and scale of operation, intermediaries usually oer. Rm more than it can achieve on its own. From economic system"s pov, role of marketing intermediaries is to transform assortments of products made by producers into assortments wanted by consumers.
