Supply chain and marketing

1. SUPPLY CHAIN AND
MARKETING PRACTICES
Supply chain and supply chain management are central areas
of corporate perform that correspond with the regulation of
marketing practices. Developments in supply chain excellence
have gradually recognized scope in marketing practices,
which in turn boost customer satisfaction. According to the
ruling body of supply chain management professional, the
fundamental aim of supply chain management is the
integration of supply (example logistics and operation) and
demand, which will meets by effective marketing practices.
With respect to time, the discipline of both marketing
practices and supply chain management pass through the
passage of growth. The broadening reflection within
marketing and SCM has led to spreading out of the scale and
span of the disciplines over time. This expansion has been a
decisive source for SCM innovation but also led to some
confusion. It not only enabled supply chain to address its
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2. integration goal but also created challenges for its sympathetic
and development.
Supply Chain Management growingly and rapidly gained
influence in the areas which were the conceptually sphere of
Marketing and Marketing Channels. The old hymn of
marketing success reveals that having the right product in the
right place at the right time increase supply chain efficiency.
In Current Market structure, understanding the customer
attributes, situation and responding effectively and focus on
differing needs of consumer/customer through the integration,
coordination and collaboration of Marketing and Supply
Chain Management which could be a strong source of
constructing Superior Customer Value Creation.
Traditionally, Marketing is focused externally and generates
Customer Value, On the other hand Supply Chain
Management is internally focused and on generation of
efficient resources in implementing Marketing Strategies and
Descision.TQM mainly focus on creating superior customer
value while pursuing profit.
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3. In the Marketing side the original base concept of 4P’s is now
linked up by more powerful and strong explanation like the
integration model and competitive relationship Marketing,
which results in changes in Buyer type, size, power and
technological advancement and Innovation (Ford 1997).
Marketing and Logistics of Supply Chain are mutually
dependent on each other. Marketing and Logistics of SCM
cannot occur in isolation from each other, If Marketing is to
understand its main and baseline objective and contribution
i.e. Organization Market place and Financial stability and
conteneous growth, then Marketing have to connect and
collaborate with three main and baseline business process that
are Product Development, Supply Chain Management and
Customer Relationship Management (Morash and Lynch
2002)
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