Page 114 - BA1 Integrated Workbook STUDENT 2018
P. 114
Chapter 11
Downstream supply chain management
Downstream supply chain management involves the activities that the
organisation undertakes to manage its relationship with its chain of
customers.
3.1 Customer behaviour analysis
Industrial vs. consumer – both types of customer will have different motivations that
need to be understood in order to maximise the organisation’s ability to sell to them.
3.2 Marketing
Models include the following.
Six markets model (Payne)
Suggests that there are six groups that an organisation needs to market
to:
customer markets – our direct customers and consumers of our
products
referral markets – the people or organisations that refer customers
to us
supplier markets – suppliers we partner with
recruitment markets – providers of staff
influence markets – public relations
internal markets – internal departments.
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