Suppliers are an important link in the company’s overall customer value delivery system (goods and service). They provide the resources needed by the company to produce its goods and services. Marketing managers must watch supply availability-supply shortages or delays, labour strikes and other events can cost sales in the short run and damage customer satisfaction in the long run. Marketing managers also monitor the price trends of their key inputs. Rising supply costs may force price increases that can harm the company’s sales volume. Increasingly, today’s marketers are treating their suppliers as partners in creating and delivering customer value.
The company’s microenvironment suppliers
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Oleh
Ilham Zuliadin
