COMM 296 Chapter Notes - Chapter 14: Logistics, Marketing Channel, The Home Depot
Document Summary
Marketing channel: set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption; consists of all the institutions and marketing activities in the marketing process (aka supply chain) Each participant in the supply chain adds value to product (ie. cow steak) Supply chain reduce number of direct transactions, hence lower cost and more. Supply chain management streamlined distribution less inventory stockpiled; Distribution center: a facility for the receipt, storage, and redistribution of goods to faster distribution company stores or customers, may be operated by retailers, manufacturers, or distribution specialists. Marketing and supply chain: when raw materials for new product arrive; promotion on areas of delivery (ie delivery process) must match actual supply chain. Five areas of supply chain management: making information flow, making merchandise flow, managing inventory, designing supply chain, managing relationships among supply chain partners. Supply chain and channel management (4) describe how supply chains are managed.
