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11 Cards in this Set
- Front
- Back
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Marketing |
Function responsible for linking the organization to its customers and is concerned with the downstream part of the supply chain |
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Marketing Function |
-Identify what customers want -Create demand for a company's current and new products -Identify market opportunities |
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Evol. of Mkting: Production Concept |
Early 20th century, unfulfilled demand for products, challenge to sell at a price that exceeded the costs |
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Evol. of Mkting: Selling Concept |
Middle 20th century, mass production, little attention to consumers needs, persuade customers |
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Evol. of Mkting: Marketing Concept |
Began in 1970s. Greater product variety, global environment, focus on customer needs |
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Evol. of Mkting: Transactional Era |
Prior to 1970s, focus on obtaining successful exchanges with customers, sell existing products using promotional techniques |
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Evol. of Mkting: Relational Era |
After 1970s, focus on building long term relationships, marketing research, cost effective to retain customers |
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Marketing Impact in the Supply Chain |
-Product -Price -Place -Promotion These decisions directly involve SCM |
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Who has more power in the supply chain |
Customers are the dominant force. -Knowledgeable buyers: product choices, costs, reviews -Buyers demand choices in products and services |
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Customer impact in the Supply Chain |
-Time: speed at which the company responds -Dependability: consistency in meeting promises -Communications: providing real time order status -Convenience: providing more customization to customers |
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Distribution vs. Logistics Channels |
Distribution channel: refers to transactional entities such as distributors, dealers and wholesalers Logistics Channel: refers to the physical movement of products from where they are available to where they are needed |
