COMM 296 Chapter Notes - Chapter 14: Logistics, Marketing Channel, The Home Depot

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Published on 15 Jul 2016
School
UBC
Department
Commerce
Course
COMM 296
Professor
SUPPLY CHAIN AND CHANNEL MANAGEMENT
COMM 296: Introduction to Marketing Jenny Tao
- Supply chain management: a set of approaches and techniques firms employ to
efficiently and effectively integrate their suppliers, manufacturers, warehouses,
stores, and transportation intermediaries into a seamless value chain in which
merchandise is produced and distributed in the right quantities, to the right
locations, and at the right time, as well as to minimized system wide costs while
satisfying the service levels their customers require
o ie. Zara’s competitive advantage is that it has considerable control over its
supply chain and is able to quickly supply its stores with inventory
- Wholesaler: firms that engage in buying, taking title to, often storing, and physically
handling goods in large quantities, then reselling the goods (usually in smaller
quantities) to retailers or industrial or business users
o Stores like Home Depot and Costco acts as wholesaler and retailer
(1) Define supply chain management
- Marketing channel: set of institutions that transfer the ownership of and move
goods from the point of production to the point of consumption; consists of all the
institutions and marketing activities in the marketing process (aka supply chain)
- Logistics management: the integration of two or more activities for the purpose of
planning, implementing, and controlling the efficient flow of raw materials, in-
process inventory, and finished goods from the point of origin to consumption
o Element of supply chain management that concentrates on movement and
control of physical products; doesn’t deal with relationships
- Marketing channel management, supply chain management, and logistics
management have similar goals but they work out solutions differently (marketing
may want high sales while logistics want lower cost)
(2) Recognize the value added by the supply chain
- Each participant in the supply chain adds value to product (ie. cow steak)
- Supply chain reduce number of direct transactions, hence lower cost and more
convenient = adding value for customers
- Supply chain management streamlined distribution less inventory stockpiled;
faster distribution
- Distribution center: a facility for the receipt, storage, and redistribution of goods to
company stores or customers, may be operated by retailers, manufacturers, or
distribution specialists
- Marketing and supply chain: when raw materials for new product arrive; promotion
on areas of delivery (ie delivery process) must match actual supply chain
- Five areas of supply chain management:
o Making information flow
o Making merchandise flow
o Managing inventory
o Designing supply chain
o Managing relationships among supply chain partners
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Document Summary

Marketing channel: set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption; consists of all the institutions and marketing activities in the marketing process (aka supply chain) Each participant in the supply chain adds value to product (ie. cow steak) Supply chain reduce number of direct transactions, hence lower cost and more. Supply chain management streamlined distribution less inventory stockpiled; Distribution center: a facility for the receipt, storage, and redistribution of goods to faster distribution company stores or customers, may be operated by retailers, manufacturers, or distribution specialists. Marketing and supply chain: when raw materials for new product arrive; promotion on areas of delivery (ie delivery process) must match actual supply chain. Five areas of supply chain management: making information flow, making merchandise flow, managing inventory, designing supply chain, managing relationships among supply chain partners. Supply chain and channel management (4) describe how supply chains are managed.

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