Suppose you have developed a great new product like Ghostbusters: The Video Game. Not only is the game terrific, but you’ve managed to maximize to get it sold in every marketing channel you can. The product is selling at GameStop, Walmart, Best Buy, and Amazon, and it’s slated to come out on Sony’s PlayStation Portable console. That’s the end of the story, right? Not quite. Sooner rather than later, in addition to focusing on the firms “downstream” that sell your product, you will also look “upstream” at your suppliers and “sideways” at potential firms to partner with. It’s only natural. (Or in the case of Ghostbusters: The Video Game, should we say supernatural?)



Supply Chain

  1. Read this entire chapter. All elements of the supply chain are looked at with an eye to maximizing customer value while minimizing operational costs.
    The chapter discusses:
    • sourcing and procurement
    • outsourcing
    • demand planning and inventory control
    • warehousing and transportation, and
    • tracking systems.
  2. Post a WEnote about how an efficient supply chain contributes to marketing success and business profitability. Look on the course feed page to see what others think.

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