There is also a much stronger customer orientation. B. Marketing Channels and the Value Chain 1. The value chain is the sequence of activities that must be performed to create, deliver, and service a value package that satisfies customers. The value chain consists of a series of exchange relationships that end with business customers or ultimate customers. For producers, another set of marketing exchanges takes place downstream as products flow to the ultimate consumer.
Marketers look at the value added by each function and at every step in the value chain.
They also check for problems that slow the flow of products through the value chain. They Add 1. Channel partners, including agents, wholesalers, retailers, and value-added resellers, are often referred to as intermediaries or middlemen. A newer concept sees channel partners forming a web that enhances the exchange process by performing three types of functions for customers. Logistical functions are activities related to transporting, storing, and sorting products.