Chapter 12.docx

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Chapter 12 1. The supply chain consists of upstream and downstream partners. Upstream from the company is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. The downstream is the marketing channels (or distribution channels) that look toward the customer, while value delivery network is a network composed 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. 2. A distributional channel that is conventional can evolve into vertical marketing system if producers, wholesalers, and retailers act as a unified system or one channel member owns the others, or has contracts with them, or has so much power that they all cooperate. 3. One of the pros of hybrid marketing channels is that it offer many advantages to companies facing large and complex markets. With each new channel, the company expands its sales and
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