Supply Chain Management: A Global Perspective

Chapter 4

Marketing

LEARNING OBJECTIVES

After completing this chapter, you should be able to:

1. Define marketing and explain its role in supply chain management.
2. Describe how market segmentation impacts supply chain design.
3. Describe the tools of customer relationship management (CRM).
4. Explain the voice of the customer (VOC) and quality function deployment (QFD).
5. Explain channels of distribution and their role in supply chain management.
6. Explain the impact of e-commerce on channels of distribution and the supply chain.

Chapter Outline

• What Is Marketing?

  The Marketing Function

  Evolution of Marketing

  Impact on the Organization

  Impact on the Supply Chain

• Customer-Driven Supply Chains

  Who is the Customer?

  Types of Customer Relationships

  Managing Customers Using CRM

• Delivering Value to Customers

  Voice of the Customer (VOC)

  What is Customer Service?

  Impact on the Supply Chain

  Measuring Customer Service

  Global Customer Service Issues

• Channels of Distribution

  What are Channels of Distribution?

  Designing a Distribution Channel

  Distribution Versus Logistics Channel

  The Impact of E-Commerce

• Chapter Highlights
• Key Terms
• Discussion Questions
• Case Study: Gizmo

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