MKTG 2030 Lecture Notes - Lecture 8: Supply Chain, Customer Relationship Management
Document Summary
Week 8 notes chapter 7: channel strategies. Place refers to the place of consumpion: the process of bringing the product from the place of manufacturing to the place of consumpion. Channel is a more broader term to use: more strategic. Supply chain: the diferent channels used to bring the product from point a to point b. Main purpose of channel is to atract and maintain a customer. Well-designed channels move informaion from the marketplace through your channel to you on customer needs: vise-versa, move informaion from you through your channel back into the marketplace on value proposiion and customer saisfacion. Are some of these channels more appropriate for some businesses over others: internet, direct mail, telesales, field sales, brokers, distributors, retail stores. Calculaing channel economics: trying to understand costs, revenues, capacity and transacions of each channel: at the end of this step, now you choose what channels you desire. Sales people spend 50-60% of their ime on administraive work.
