Page 396 - Foundations of Marketing

Marketing Channels and Supply-Chain Management | Chapter 13 363

Technology Facilitates Supply-
Chain Management
TECSYS provides services and
technology to facilitate supply-
chain management for business
customers.

Courtesy of TECSYS Inc.

and Fitch, the product is sent straight from the manufacturer to the customer. Most
channels, however, have one or more marketing intermediaries that link producers to other
intermediaries or to ultimate consumers through contractual arrangements or through the
purchase and resale of products. Marketing intermediaries perform the activities described in
Table 13.1 . They also play key roles in customer relationship management, not only through
their distribution activities but by maintaining databases and information systems to help all
members of the marketing channel maintain effective customer relationships. For example,
MercuryGate provides transportation management software to fi rms to streamline logistics.
The company also works directly with shippers and third-party logistics companies and
marketing
brokers to ensure that its customers have effective and effi cient supply chains. Its methods
intermediaries Middlemen
work—as its clients, such as Walmart and Siemens, are known for their exemplary supply- that link producers to other
8
chain management. intermediaries or ultimate
Wholesalers and retailers are examples of intermediaries. Wholesalers buy and resell consumers through contractual
products to other wholesalers, retailers, and industrial customers. Retailers purchase prod- arrangements or through the
ucts and resell them to the end consumers. Consider your local supermarket, which probably purchase and resale of products

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