Marketing Channels Delivering Customer Value:
Delivering Customer Value Supply Chains and the Value Delivery Network .The Nature and Importance of Marketing Channels Channel Behavior and Organization Channel Design Decisions Channel Management Decisions Public Policy and Distribution Decisions Marketing Logistics and Supply Chain Management Topic Outline.
The supply chain consists of two types of partners:
Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or service.
Downstream partners include the marketing channels or distribution channels that look toward the customer.
Supply Chains and the Value Delivery Network:
Supply Chain Views
From supply chain to demand chain…
Supply chain “make and sell” view includes the firm’s raw materials, productive inputs, and factory capacity.
Demand chain “sense and respond” view suggests that planning starts with the needs of the target customer, and the firm responds to these needs by organizing a chain of resources and activities with the goal of creating customer value.