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Place - Coggle Diagram
Place
Supply Chains and Value Delivery Networks
Supply Chains
the system of people, organizations, materials, and technology (together) => make + deliver a product /service -> customers
operational management (focus)
2 types of partners
Upstream partners
raw material suppliers, components, parts, information, finances, and expertise => product/service
Downstream partners
the marketing channels / distribution channels => customers
=> Upstream partners supply materials and resources to downstream partners who then distribute and sell the final product or service to customers.
Value Delivery Network
a group of organizations and individuals (together) => deliver value to customers
includes the marketing organization, suppliers, distributors, and customers
FOCUS: improving the value provided to customers through collaboration and cooperation.
GOAL: create a seamless + efficient flow of goods, services, and information => meets the needs of customers while maximizing value for all members of the network.
Difference
supply chains => focus: the physical logistics of getting a product => customer
value delivery networks => take a more holistic approach (including all aspects of delivering value) => customer.
DIFFERENCE
marketing channels and intermediaries
Marketing channels
different ways through which companies distribute their products/ services => target customers.
all activities (getting a product /service from the producer ) => the end customer.
Direct and indirect distribution methods
Intermediaries
individuals or organizations -> help facilitate the flow of goods + services from the producer => the end customer.
an essential role in marketing channels <=> providing a link between producers + customers
Take many forms + and they perform various functions
Direct and Indirect Marketing Channels
direct
a manufacturer selling directly to consumers.
no intermediary levels
indirect
contains one or more intermediaries.
E.g. Coca-Cola) may sell their product to a wholesaler, who sells to a retailer, who then sells to the end consumer.
Refer to the marketing process
the distribution channels and logistics used to deliver a product or service to customers. It is not only focused on the physical location of a business or advertising and promotional activities.
=> The right product, in the right place, at the right price, at the right time.
