Chapter 10 Marketing Notes

Front 1

Supply Chain (used to be called system A Channel of distribution)

Back 1

“make and sell” view includes the firm’s raw materials, productive inputs, and factory capacity

Front 2

Supply Chain management

Back 2

is the process of managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers

Front 3

Demand Chain

Back 3

“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 (better way to view it; should start at the end)

Front 4

Upstream partners

Back 4

include raw material suppliers, components, parts, information, finances, and expertise to create a product or service

Front 5

Downstream partners

Back 5

include the marketing channels or distribution channels that look toward the customer

Front 6

The Value delivery network

Back 6

the firm’s suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system

Front 7

Marketing Channel

Back 7

a set of independent organizations that help make a product or service available for use or consumption by the consumer or business users

Front 8

How Do Channel members add value?

Back 8

Information, promotion, contacts, matching, negotiation, physical distribution, financing, and risk taking

Front 9

Different types of marketing Channels

Back 9

Direct marketing channel, Indirect marketing channels

Front 10

Channel level

Back 10

refers to each layer of marketing intermediaries that performs some work in bringing the product and its ownership closer to the final buyer

Front 11

What Flows through the channel? (suppliers, manufacturers, wholesalers, retailers, consumers

Back 11

 Physical flow of products
 Flow of ownership
 Payment flow
 Information flow
 Promotion flow

Front 12

Channel conflict

Back 12

refers to disagreement over goals, roles, and rewards by channel members

Front 13

Horizontal conflict

Back 13

is conflict among members at the same channel level (for example, say if Walmart has a conflict with target, conflict between to retailers, they are at the same channel level of distribution)