MARK 201 Chapter Notes - Chapter 12: Ray-Ban, Private Label, Kodak Easyshare
Document Summary
Firms work in large supply chain and marketing channel. How the entire marketing channel competes will affect the business. Enterprise rent-a-car is the #1car rental company, hertz follows. Enterprise rent-a-car has a home-city market they serve to people who are not travelers at airports, have their car in a garage or simply need to rent a car. Wecar for short trips in places with little parking. Good distribution strategies are good for delivering customer value and creates a competitive advantage (1) supply chains and the value delivery network. Sense and respond view of the market: starts with needs of target customers, company responds by organizing chain of resources to create customer value. Ford manages many supply chains, sponsors others" websites. Continuously evolving the value delivery network: companies, suppliers, distributors and customers who partner to improve customer value. Apple managers a network of people, suppliers and resellers (i)
