SMG MK 323 Chapter Notes - Chapter 16: Marketing Channel, Viral Marketing, Distribution Center
13 Jun 2018
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● Marketing channel management or supply chain management: refers to a set of
approaches and techniques firms employ to efficiently and effectively integrate their
suppliers, manufacturers, warehouses, stores and transportation intermediaries into a
seamless operation in which merchandise is produced and distributed in the right
quantities, to the right locations, and at the right time, as well as to minimize system wide
costs while satisfying the service levels their customers require
The importance of marketing channel/ supply chain management
● Wholesalers: firms that buy products from manufacturers and resell them to retailers;
retailers sell products directly to consumers
● Viral marketing program: one that encourages people to pass along a marketing
message to other potential consumers
Marketing Channel Management Affects Other Aspects of Marketing
● Distribution center: facility for the receipt, storage and redistribution of goods to company
stores, may be operated by retailers, manufacturers, or distribution specialists
● Fulfillment centers: used to ship directly to customers
Designing marketing channels
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