COMM 2401 Chapter Notes - Chapter 11: Marketing Channel, Voice Of The Customer, Direct Marketing
29 Oct 2018
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These actors supply the raw materials, components, parts, information, finances and expertise needed to create a product or service. Marketers focus on the downstream look towards the customer. Value delivery network: the network made up of the company, suppliers, distributors and ultimately customers who partner with each other to improve the performance of the entire system in delivering customer value. Marketing channel (or distribution channel): a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business customer. Distribution channel decisions often involve long-term commitments to other firms. Producers use intermediaries because they create greater efficiency in making goods available to target markets through contacts, experience, specialization and scale of operation. Retailing: the business of selling goods and services to consumers for their personal use. Retailer: a business that primarily sells products and services to consumers.
