This week we where able to study chapter 12 in our book on “Marketing channels and soppy chain management.”
We learned about the marketing channel functions which are: specialization and division of labor, overcoming discrepancies, and providing contact efficiency.
We also learned about different discrepancies and how to overcome them. There are discrepancy of quantity, discrepancy of assortment, temporal discrepancy, and spatial discrepancy.
I love this graphic, it shows how providing contact efficiency works. (Except change circuit city since they went out of business a few years ago.)
We learned about channel intermediaries
We defined supply chain management which is: “A management system that coordinates and integrates all of the activities performed by supply chain members into a seamless process, from the source to the point of consumption, resulting in enhanced customer and economic value.”
The responsibilities of supply chain managers are:
· Channel strategy decisions
· Sourcing and procurement of raw materials
· Production schedules
· Order processing
· Inventory management
· Finished goods/supplies transportation and storage
· Customer service coordination
· Supply chain information flow management
· Partner relationships
This is a graphic of the supply chain process. (I have covered this in a few of my other classes too.)
We also learned about Levels of distribution intensity. The intensity levels are mainly designated by the number of intermediaries they have. For instance intensive level has many intermediaries; the selective level has several intermediaries, and last is the exclusive level with only one intermediary.
I think this chapter with learning about the place of the product will come in very handy since if the product isn’t in the right place at the right time then the product has a potential loss of sales.
(all slides and information taken from "MKTG" Lamb, Hair, McDaniel)
No comments:
Post a Comment