Supply Chain and Channel Management:

In this chapter the 3rd P , Place is examined which includes all activities required to get the right product to the right customer when the customer wants it. Marketing Channel Management or Supply Chain Management refers to the set of approaches / techniques firms employ to effectively & efficiently integrate their suppliers , manufactures, warehouses, stores & transportation intermediaries into a seamless operation in which merchandise is distributed in the right quantities, to the right locations , at the right time while minimizing system wide costs with good service levels. Remember even though most of the activities that occur with “Place” occur behind the scenes it cannot be ignored as it is a key element of the Marketing mix and it adds value for customers.

Assignment:

Identify the different ways Southwest Airlines' channel management adds value to its company offerings with regard to both consumers and business partners. Provide the logic behind your answer.