This document discusses managing marketing channels and supply chains. It covers:
1. What marketing channels are, the value created by intermediaries through transactional, logistical and facilitating functions. It also discusses consumer benefits.
2. Different types of marketing channel structures for consumer and business goods/services. This includes traditional, electronic and various vertical marketing systems.
3. Factors considered in selecting and managing marketing channels, including target market coverage, satisfying buyer requirements, and profitability. It also addresses potential conflicts and cooperation within channels.
4. The relationship between logistics, supply chain management and marketing strategy. It discusses how supply chains relate to and can be aligned with marketing strategy.
This shows the sequence of firms that supply, manufacture, store, blend, and sell to the two primary paint consumer segments: (1) professional painters and (2) do-it-yourselfers.
Fed-Ex is a third-party logistics provider that performs some transportation functions, such as air and ground freight. Maersk provides multiple modes of transportation, including the use of containers on ships, trains, and trucks.