3. Chain marketing


Chain marketing

refers to marketing of products based on a chain conception. Chain marketing includes marketing between links in the chain too.
Chain marketing is not simply the marketing of a product as delivered by the last link in the chain, but takes into account all relevant preceding steps in the production process, and co-ordinates with those preceding stages.


Prognosis models

models enabling to make inferences with respect to possible future developments events in the domain of consumer behaviour.
The basic ingredient of prognosis models is statistical treatment of data (econometric/time series analysis), but other instruments, like scenario building can broaden the models.


Micro marketing

refers to a very detailed segmentation of markets, in the extreme segments of one person.
Information is collected for the few actors in the segment, e.g. by means of a clientcard. So, marketing can cater individual clients and adapt effectively to the consumers'volatile shopping pattern


Communication, PR,
new media

Set of communication mechanisms/instruments dedicated to inform, c.q. to interact with, certain publics about certain products.
Esp. In the relation between the chain and the public in the market several instruments can be used, of which the newest are attracting the most attention (new media, like internet, computer simulations, computer gaming, etc.; the richness of the information provided is verying greatly).


Market to product/-process translation

Making market information influential and productive in all relevant stages of the production chain (including renewal by innovation) to improve the fit between product and market demand.
Covers control of supplying chains, and is mainly directed towards assortment-, promotion- and mar-ket introduction decisions.


Chainwise supply of marketinformation

Conveying marketinformation in relevant forms at all relevant places in the chain to advance the timely delivery of adequate products at the proper places.
Esp. Relevant for the management of logistic and production systems.


Industrial marketing

Marketing of products to industrial buyers.
Is of importance to all links in the chain not delivering a product to an enduser/consumer. Industrial buyers do have a different position in the market (more bargaining power, more complex distribution channels, more personal selling, etc.).


Pricing mechanisms

Decision making process leading to the setting of a price for some product.
Prices can be set via a lot of different procedures, varying from purely costbased to purely competition based.   Terug naar boven!