COMM 131 Chapter Notes - Chapter 11: Convenience Store, Demand Chain, Direct Marketing

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Ethan Pancer

Document Summary

Upstream supply chain partners those that supply raw materials, components, parts, information, finances, expertise etc. needed to create a p/s. Downstream supply chain partners marketing or distribution channels (retailers, wholesalers) that for a vital connection between the firm and its customers. Demand chain would be a better term as it suggests a sense-and-respond view of market: chain starts with determining needs, then going through chain to meet them. A firm"s value delivery network is made up of supply chain members and customers who. Partner together to improve the performance of the entire customer delivery system. A marketing channel is a set of interdependent orgs that help make a p/s available for use or consumption by the consumer or business user. Pricing depends on the which distribution channels they use (discount or high-end stores) Firm"s sales force depends on how much training and motivation channel partners need. Some companies leverage their distribution network as a competitive advg (fedex)