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Unformatted text preview: lesalers and retailers • Marketers focus on the downstream side of the supply chain The term supply chain may be too limited, better term would be demand chain because it suggests a sense­and­respond view of the market Value delivery market: a network composed of the company, suppliers, distributors, and, customers who partner with each other to improve the performance of the entire system in delivering customer value The Nature & Importance of Marketing Channels Marketing channel (or di...
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This note was uploaded on 04/08/2014 for the course MKTG 304 taught by Professor Nyer during the Fall '12 term at Chapman University .

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