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CHAPTER 14 Marketing Channels and Supply Chain Management OVERVIEW: This chapter explores marketing channels and supply chain management. We begin by examining the functions of marketing channels, including creating utility and facilitating exchange efficiencies. We also examine the justification for intermediaries. We divide types of marketing channels into those for consumer products and those for business products. Then, we explore the intensity of market coverage. Next, we introduce the fundamentals of supply chain management, including channel leadership, cooperation, and conflict, as well as vertical and horizontal channel integration. The chapter concludes by examining the role of physical distribution in the supply chain, including order processing, inventory management, materials handling, warehousing, and transportation. OBJECTIVES: 1.Describe the nature and functions of marketing channels.
2.Identify the types of marketing channels.
3.Explore the concepts of leadership, cooperation, and conflict in channel relationships.
4.Recognize common strategies for integrating marketing channels.
5.Examine the major levels of marketing coverage.
6.Recognize the importance of the role of physical distribution activities in supply-chain management and overall marketing strategies.
7.Examine the major physical distribution functions of order processing, inventory management, materials handling, warehousing, and transportation.
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Class Prep: Read Chapter 14 |
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