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Marketing Ch 15 Supply Chain and Channel Management

Marketing channel management
also called supply chain management, refers to a set of approaches and techniques firms employ to efficiently and effectively integrate their suppliers
Wholesalers
those firms engaged in buying, taking title to, often storing and physically handling goods (in smaller quantities) to retailers or industrial or business users.
distribution center
a facility for the receipt, storage, and redistribution of goods to company stores or customers; may be operated by retailers, manufacturers, or distribution specialists
direct marketing channel
the manufacturer sells directly to the buyer
indirect marketing channels
when one or more intermediaries work with manufacturers to provide goods and services to customers
vertical channel conflict
a type of channel conflict in which members of the same marketing channel for example, manufacturers, wholesalers, and retailers, are in a disagreement or discord
vertical channel conflict
a type of channel conflict in which members of the same marketing channel, for example, manufacturers, wholesalers, and retailers, are in disagreement or discord
horizontal channel conflict
channel conflict in which members at the same level of a marketing channel, for example, two competing manufacturers, are in disagreement or discord, such as when they are in a price war
independent (conventional) marketing channel
marketing channel in which several independent members-a manufacturer, a wholesaler, and a retailer-each attempts to satisfy its own objectives and maximize its profits, often at the expense of the other members
vertical marketing system
supply chain in which the members act as a unified system; there are three types: administered, contractual, and corporate
vendor managed inventory
an approach for improving supply chain efficiency in which the manufacturer is responsible for maintaining the retailers inventory levels in each of its stores
push marketing strategy
designed to increase demand by motivating sellers-wholesalers, distributors, or salespeople-to highlight the product, rather than the products of competitors, and thereby push the product onto consumers
pull marketing strategy
designed to get consumers to pull the product into the supply chain by demanding it
pick ticket
document or display on a screen in a forklift trick indicating how much of each item to get from specific storage areas
Just-In-Time inventory systems
inventory management systems designed to deliver less merchandise on a more frequent basis than traditional inventory systems; the firm gets the merchandise “just in time” for it to be used in manufacture of another product, in the case of parts or components or for sale when the customer wants it, int he case of consumer goods; also known as quick response systems in retailing
quick response
inventory management system used in retailing; merchandise is received just in time for sale when the customer wants it

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