Concept Integration. Chapter 9 discussed the factthat supply chain management integrates all the activities involved in the production of goods and servicesfrom suppliers to customers. What are the benefits ofinvolving wholesalers and retailers in the design, manufacturing, or marketing of a company’s products?
Concept Integration. Chapter 9 discussed the fact
that
from suppliers to customers. What are the benefits of
involving wholesalers and retailers in the design, manufacturing, or marketing of a company’s products?
Intermediaries like the wholesalers and retailers are finding new value-added ways to solidify their roles within the distribution system. Wholesalers and retailers provide access to additional market opportunities to the suppliers. They communicate the customer's queries regarding the quality and design of the product, service provided by the company, market trends across the distribution channel, etc.
Retailers are directly involved in the sales of the company's products. They help the company by improving the sales figures, helping the company in the popularizing a newly launched product.
For example, computer wholesaler Ingram Micro assembles PCs and handles customer inquiries (jobs once relegated to producers).
Step by step
Solved in 3 steps
