module10 - Marketing Channels and the Value-Delivery...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Channels and the Value-Delivery Network Introduction When you think of marketing as including product, promotion, price, place, and brand, and you tie all of that in with building and sustaining mutually beneficial customer relationships, you start seeing how big a job marketing can be. With the scope of marketing being so huge, it's no wonder the work takes more than one person, one group, or, often, even more than one company to make each business run and to deliver value to customers. In order to create products and services and deliver those to satisfied customers, many companies rely on marketing channels, or distribution channels. These marketing channels are sets of interdependent organizations that help make a product or service available for use and consumption by customers. It's these marketing channels, and the partners who contribute to delivering value, that we'll be studying in this module. Student Outcomes Understand the value-delivery network and the different types of marketing channels businesses use to deliver value to customers. Learn how channel partners add value. Understand some of the basic strategic decisions involved in establishing and managing marketing channels. Assignments Read: Goodyear Rolls, but No Longer over Its Dealers Read: Netflix: Disintermediator or Disintermediated? Assignment 10.1: Final Project -- Strategy and Scope Assignment 10.2: Final Project -- Micro and Macro
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Value-Delivery Network Marketing is about delivering value and satisfaction to customers -- and hopefully getting value back in return. When it's done right, this work doesn't begin and end with a few executives positioned high in the uppermost corner offices of tall corporate office buildings. Instead, it requires the skills and resources of multiple partners that are part of the value-delivery equation. The term "supply chain" touches upon the importance of a company getting help from partners. A supply chain is a system of people, organizations, processes, and resources involved in helping provide goods or services to customers. Supply chains consist of groups and partners that are both upstream and downstream from the primary providing company. For example, suppliers who provide raw materials that enable a manufacturer to produce its products are a part of the supply chain on the upstream side. On the downstream side, retail stores provide a good example. Rather than selling their own products directly to consumers, many manufacturers partner with retailers to have sell their products to consumers. As we begin to look at this chain of suppliers, manufacturers, and sellers, we can see the development of a channel through which products and value are delivered to customers. The supply chain concept provides a good introduction to the marketing channel partnerships we'll cover in this module. However, at least in their traditional sense, supply chains are a bit limited because they
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/07/2011 for the course ADV 112 taught by Professor Kellyburke during the Fall '10 term at Academy of Art University.

Page1 / 13

module10 - Marketing Channels and the Value-Delivery...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online