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Clemson MKT 3010 - Supply Chain and Channel Management
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Mkt 3010 1st Edition Lecture 15 Outline of Last Lecture Factors that affect pricing decisionsCompetitionChannel memberMacro influences on pricingThe InternetEconomic factorsPricing strategiesLegal aspects and ethics of pricingOutline of Current Lecture What is included in a company’s supply chain?What is supply chain management?Supply chain, marketing channels, and logistics are relatedBenefits of supply chain managementThe key business process of supply chain managementCurrent LectureMarch 24, 2015Chapter 15: Supply Chain and Channel ManagementWhat is included in a company’s supply chain?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- All companies involved in the upstream (Retail communicates to manufacturers) and downstream (manufacturers to retail) flows of:o Productso Serviceso Financeso Information- Form initial suppliers to ultimate consumerWhat is supply chain management?- Integrate supply chain members***creates more efficiency- Produce and distribute merchandiseo Delivering to customers in correct quantities, locations, and times while trying to keep inventory as low as possible- Minimize system costs- Satisfy service level requirementsSupply chain, Marketing channels, and Logistics are related- Marketing channel managemento Marketing process**focused on sales- Logistics managemento Efficiencies**focused on costsBenefits of supply chain management- Lower costso Inventoryo Transportationo Warehousingo Packaging- Greater supply chain flexibility- great ability to meet demand- Improved customer service- Higher RevenuesThe key Business Process of Supply Chain management- Customer relationship managemento Prioritize marketing focus Segmentationo Long-term value Generate loyalty- Customer service managemento Ensure strong relationshipo Unified response system: Complaints Concerns Questions Commentso Touch points- Demand Managemento Align supply and demand Anticipate demand at each level Create demand-related planso Efficient and effective Minimize the costs CPFR (collaboration, planning, forecasting, replenishment)- Order fulfillmento Integrating multiple members of supply chain members How are orders generated How do you fill the orders How do you deliver orders to customers Customer service for orders.o Want to reduce lead times Lead time- difference in time when an order needs to be made for new inventory and when it actually arrives ready to be sold- Manufacturing flow managemento Necessary resourceso Flexibility Minimize costs Demand burstso Improve manufacturing output Quality Delivery speed Flexibility- Supplier relationship managemento Supports manufacturing flowo Identifies and maintains relationships with highly valued supplierso Ensures availability of manufacturing resources- Product development and commercializationo Cooperation throughout processes of: New product development Testing Launcho Necessary for speed to market- Returns managemento Reverse flow of goodso Manage volumeo Additional touch points: another opportunity to make a positive experience out of something negative Customer value- Customer service- Increased customer confidence- Weakness recognition- Independent marketing channel vs. vertical marketing channelo Independent- each firm is out for their own objectives and don’t share info and no control over other participantso Vertical- one system, still independent firms but share info to try to increase profits for everybody- Supply chain conflict (channel conflict)o Conflicting goalso Unmet expectationso Ideological differencesKey terms:UpstreamDownstreamMarketing channel managementLogistics managementSupply chain managementFlexibilityCustomer service managementDamage managementTouch pointsCPFRLead-timeSupplier relationship managementProduct development and commercializationReturns managementIndependent marketing channelVertical marketing channelSupply chain


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Clemson MKT 3010 - Supply Chain and Channel Management

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