Free Trial

Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.

  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 9. Planning for Distribution Cha... > Marketing Value Chain Management

Marketing Value Chain Management

A marketing value chain is a series of activities involving all members—directly or indirectly—to procure materials, process the materials, and distribute the finished products with an aim to fulfilling customers’ needs. In general, marketers are concerned with two major elements in the marketing value chain management: the distribution channel and logistics management. Value chain members include suppliers, wholesalers, retailers, transporters, and other participants, such as customers. Figure 9.1 shows a typical manufacturer’s marketing value chain.

Figure 9.1. The marketing value chain.

As previously mentioned, the marketing value chain is a reflection of the fact that parties can add value to the product throughout the chain. Typically, not only do the firms manage their own operations and immediate suppliers, but they also manage the immediate suppliers’ supply chains. There are a number of driving forces for this change.


  

You are currently reading a PREVIEW of this book.

                                                                                                                    

Get instant access to over $1 million worth of books and videos.

  

Start a Free 10-Day Trial


  
  • Safari Books Online
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint