Principles of Marketing

Why do marketing professionals care about and participate in supply chain decisions? Do you think small business owners are at a disadvantage if they lack the marketing research resources that large companies have? Why, or why not?

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RYNE:

I think the main reason marketing professionals are involved in supply chain decisions is to ensure the product they are spending their time and money advertising for is the product they believe it to be. Wasting human and financial capital on a product that won’t meet the expectations being laid out in an advertising campaign doesn’t make much sense. I think the larger companies are at a distinct advantage here vs the smaller business. They have the capacity to have much more control over their supply chain and the decisions those suppliers make. The largest companies can go so far as to purchase their own supplies in their chain. Although smaller businesses might be more in touch with the overall quality of the product, the effect the bigger businesses can have on the overall supply chain process negates that advantage.