MKBU 3225 Chapter Notes - Chapter 12: Lixil Group, Distribution Center, Reverse Logistics
3 Nov 2016
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Supply chain consists of upstream & downstream partners: upstream set of firms that supply raw materials, components, parts, info, finances, & expertise needed to create product/service: downstream marketing channels aka distribution channels that form link between firm & customers. Value delivery network: network composed of company, suppliers, distributors & customers who partner w/ each other to improve performance of entire system in delivering customer value. Marketing channel (distribution channel): set of interdependent organizations that help make product/service available for use/consumption by consumer/business user. Channel decisions directly affect every other marketing decision. Producers use intermediaries b/c can create greater efficiency in making goods available to target markets. Role of marketing intermediaries is to transform assortments of products into assortments wanted by consumers. Channel members add value by bridging major time, place, & possession gaps that separate goods & services from those who use them.
