General purpose of this lecture is to present on Marketing Channels Delivering Customer Value. Marketing Channels are the way products and services get to the end-user, the consumer; and is also known as a distribution channel. Supply chain “make and sell” view includes the firm’s raw materials, productive inputs and factory capacity. Demand chain “sense and respond” view suggests that planning starts with the needs of the target customer and the firm responds to these needs by organizing a chain of resources and activities with the goal of creating customer value.
Marketing Channels Delivering Customer Value
