Chapter 12 - Marketing Channels and Supply Chain M Principles of Marketing Learning Objectives After studying this chapter you should be able to 1

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Unformatted text preview: Marketing Channels and Supply Chain Management 12 12 Principles of Marketing Learning Objectives After studying this chapter, you should be able to: 1. Explain how companies use marketing channels and discuss the functions these channels perform 2. Discuss how channel members interact and how they organize to perform the work of the channel 3. Identify the major channel alternatives open to a company 4. Explain how companies select, motivate, and evaluate channel members 5. Discuss the nature and importance of marketing logistics and integrated supply chain management 12-2 Chapter Outline 1. Supply Chains and the Value Delivery Network 2. The Nature and Importance of Marketing Channels 3. Channel Behavior and Organization 4. Channel Design Decisions 5. Channel Management Decisions 6. Public Policy and Distribution Decisions 7. Marketing Logistics and Supply Chain Management 12-3 Supply Chains and the Value Delivery Network Supply Chain Partners Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or service Downstream partners include the marketing channels or distribution channels that look toward the customer 12-4 Supply Chains and the Value Delivery Network Supply Chain Views Supply chain “make and sell” view includes the firm’s raw materials, productive inputs, and factory capacity Demand chain “sense and respond” view suggests that planning starts with the needs of the target customer and the firm responds to these needs by organizing a chain of resources and activities with the goal of creating customer value 12-5 Supply Chains and the Value Delivery Network The value delivery network is the firm’s suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system 12-6 Value Delivery Network Supply Chains and the Value Delivery Network Marketing Channel Questions • What is the nature of marketing channels and why are they important? • How do channel firms interact and organize to do the work of the channel? • What role do physical distribution and supply chain management play in attracting customers?...
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This note was uploaded on 04/08/2011 for the course BUS 312 taught by Professor Wittenberg,h during the Spring '08 term at University of Hawaii, Manoa.

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Chapter 12 - Marketing Channels and Supply Chain M Principles of Marketing Learning Objectives After studying this chapter you should be able to 1

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