Ultimate consumers are people who buy products for their own use.
In the past, there was often conflict between channel partners, and the flow of goods could be slow and inefficient. Recently technology such as electronic data interchange has made it possible for members of the value chain to become more closely linked. 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.