About This Chapter
Marketing Channels & Supply Chain Management - Chapter Summary and Learning Objectives
Businesses provide goods and services. You know what goods are, and you probably have an idea of what a service can be, but do you know how they differ? This set of lessons begins with a discussion of the difference between goods and services and also covers the differences between marketing goods and services.
Another difference that's discussed is between for-profit and non-profit marketing. Objectives, target markets, products and other marketing elements used to market for a non-profit vary from those used for for-profit organization, and those differences are discussed here.
In addition to these concepts, by watching these videos, you'll learn about marketing channels. These lessons will discuss what marketing channels are and how they function in the marketplace. Another marketing concept that's covered is channel intermediaries. You'll learn the definition of an intermediary and why they're used in business. Channel conflict, both horizontal and vertical, will be explored as well.
Finally, you'll learn about supply chain management. This is an important business concept that includes types of supply chain management, including technology, measurement, relationship and material integration. With these lessons, you'll get a detailed introduction to the marketing principles of services marketing, marketing channels and supply chain management. Thanks for watching!
1. Services Marketing: The Difference Between Services and Goods
In this lesson, you'll learn the difference between a service and a good. Discover how services are marketed to a consumer using different techniques.
2. How Non-Profit Marketing Differs from For-Profit Marketing
For-profit and non-profit companies both have to market their products. They use the same basic vehicles and methods, but they have different methods and focuses. This lesson will describe these two very different views of marketing.
3. Marketing Channel: Definition and Function in the Marketplace
In this lesson, we'll learn about the marketing channel, which allows producers to deliver their product to consumers in the correct quantity, type and location. Without help from additional channel members, most companies would not be able to increase their target market reach and satisfy their customer needs.
4. Channel Intermediaries: Definition and Function in Business
Marketing managers must have an effective physical distribution strategy, and companies must be able to deliver their products to the consumer. Most managers utilize channel intermediaries to help with transactional, logistical and facilitating functions. Learn more about this process here.
5. Channel Conflict: Horizontal & Vertical Conflict
A marketing logistics plan can have channel conflict. This occurs when channel members do not agree with pricing, distribution or even logistical operations. The channel member's ultimate goal is to create a comprehensive channel partnership to eliminate any conflict and drive product efficiently to consumers.
6. Supply Chain Management: Technology, Measurement, Relationship & Material Integration
Marketing managers realize how distribution can be costly if there is not an efficient plan in place. Supply chain management is a strategy that allows seamless integration of all pieces of the distribution chain.
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Other chapters within the Business 102: Principles of Marketing course
- Marketing Philosophies and Ethics
- Competitive Advantage
- The Marketing Environment
- International Marketplace
- Consumer Decision Making
- Business Marketing and Marketing Research
- Segmentation and Product Marketing
- Managing a Product and Retailing
- Promotion, Advertising and Public Relations
- Selling and Pricing Strategy
- Studying for Business 102