COMM 223 Chapter Notes - Chapter 12: Multichannel Marketing, Marketing Channel, Disintermediation

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Eric Martineau

Document Summary

Now we take a look at the value delivery network both internal and external to the company. These are all partners that add value to your consumers in the end (resellers, suppliers, advertisers, etc). Producing a product or service and making it available for buyers require building a relationship not only with customers but also with key suppliers and resellers in the company"s supply chain. Upstream partners these include anything that goes into making your product before it"s created. This includes: raw materials suppliers, components, parts, finances, expertise to create a product/service. Marketers have traditionally focused on the downstream side of the supply chain. Downstream partners include marketing or distribution channels that look toward the customer. These downstream marketing channel partners form a vital connection between the firm and its customers. There are 2 different supply chain views: make & sell: this is what your production capabilities are how many products you can make.