Professors on the Go!
Chapter 10
Marketing Channels and Supply Chain Management
1. Key Concepts
Value delivery network
Channel members add value
Channel behavior
Vertical and horizontal marketing systems
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Imagine you are a salesperson for an advertising media sales organization
representing four non-competing business publications. Answer the following
questions asked by the marketing vice president of a potential advertiser:
“Can’t I go directly to the magazine publisher’s home office and get what I
want? How are you going to add value in this relationship?”
Describe at least three different distribution channels a new textbook might
take to get from the publisher to the student-consumer?
Take a product or service of your choice and draw a diagram of the channel of
distribution that is used to bring the product or service to the marketplace.
Why are marketing intermediaries used? Explain.
2. Key Concepts
Making channel design decisions
Making channel management decisions
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Selecting channel members is often a difficult task, but once completed, the
focus turns to managing and motivating the channel partner relationship.
Identify the primary challenges an organization faces in managing its channel
members. What are some of the methods companies use to motivate channel
partners?
Marketing channel decisions are among the most important decisions that
management faces. Explain.
College students frequently want food late at night, and many of them don’t
have cars to go get it. You are going to launch a business that picks up and
delivers food to on-campus dormitories. Using the information in the text,
design your channel of distribution. What are the needs of the consumer?
What are your channel objectives? Do you want to use any intermediaries?
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Professors on the Go!
3. Key Concepts
Marketing logistics and its functions
Integrated logistics management
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Provide three reasons why supply chain management is an important part of
the value delivery network.
Why would a company consider outsourcing its own logistics functions?
What are the overall goals of integrated supply chain management? What can
a company do to achieve the close working relationships necessary for
effective supply chain management?
What do you think is the most critical function performed in logistics? Explain
why and describe how the field is changing and what you think will happen in
the future.
When should third-party logistics be used?
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