MGT252H5 Chapter Notes - Chapter 11: Voice Of The Customer, Rolex
Document Summary
Note: lo 2, lo 3 and lo 6 are not included! Marketing requires building relationships not just with customers, but also with key suppliers. Marketers, however, have traditionally focused on the downstream side the marketing channels (or distribution channels) that look toward the customer. Downstream marketing channel partners, such as wholesalers & retailers, form a vital connection between the firm and its customers. A firm"s value delivery network is 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. The term supply chain may be too limited, as it takes a make-and-sell view of the business. It suggests that raw materials, productive inputs, and factory capacity should serve as the starting point for market planning. A better term would be demand chain because it suggests a sense-and-respond view of the market.
