MKTG 301 Chapter Notes - Chapter 10: Electronic Data Interchange, Disintermediation, Marketing Channel
Document Summary
Producing products and making them available to buyers requires relationships with customers and with key suppliers and resellers in the company"s supply chain. Upstream partners: set of firms that supply raw materials, components, parts, information, finances, and expertise needed to create products. Downstream partners (marketing channels): wholesalers or retailers, that form a vital link between firm and its customers. Supply chain suggests that raw materials, productive inputs, and factory capacity should serve as the starting point for market planning. Better term would be demand chain, planning starts by identifying the needs of target customers. Value delivery network: made up of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve performance of the entire system. Marketing channel: a set of independent organizations that help make a product or service available for use or consumption by the consumer or business user.
