SMG MK 323 Lecture Notes - Lecture 13: Strategic Alliance, The Home Depot, Marketing Channel
20 Oct 2016
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Document Summary
Marketing channel management supply chain management refers to a set of approaches and techniques firms employ to efficiently and effectively integrate their suppliers, manufacturers, warehouses, stores, and transportation intermediaries into a seamless operation. Wholesalers are firms that buy products from manufacturers and resell them to retailers; retailers sell products directly to consumers. Some retail chains, such as home depot or costco, function as both retailers and wholesalers. They act as retailers when they sell to consumers directly and as wholesalers when they sell to other businesses such as building contractors or restaurant owners. Distribution center a facility for the receipt, storage, and redistribution of goods to company stores. Fulfillment centers are used to ship directly to customers. Indirect marketing: one or two intermediaries will involve. Such as wholesaler to distributor to retailer and to customer. Increase efficiency: adjust for assortment and quantity discrepancies, facilitate searching process, maintain relationship with individual customers, provide market intelligence.
