MKT 304 Chapter Notes - Chapter 12-17: Marketing Channel, Discount Store, Inventory Control
Document Summary
Supply chain may be too limited, as it takes a make and sell view of the business. It suggest that raw materials, productive inputs and factory cpacity should serve as the starting point for market planning: demand chain because it suggests a sense and respond view of the market. The planning starts by identidying the sources and activities with the goals of creating customer value. The firm"s sales force and communication decisions depend on how much persuasion and training, motivation and support is channels partners need. Whether a company develops or acquires certain new products depend on how well those products fit the capabilities of its channel members: companies often pay too little attention to their distribution channels sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage: distribution channels decisions often involve long term commitment to other firms.
