From a marketing perspective SCM falls into the area of internal marketing to operations-related stakeholders and, to some extent, external suppliers, partners and retailers. It is important that the supply chain understand the impact of marketing activity because: It is likely to skew demand for a product or service. Activity with a trade customer or vendor impacting on point of purchase will influence demand.
THE MARKETER'S PERSPECTIVE
Will heavily influence the take-up of New Products (NPD) and seasonality of demand. There are a number of factors involved in such internal marketing campaigns: Need to generate internal awareness of important activity, launches, focuses and strategem. Need to identify the information needs of the various internal stakeholders and communicate messages that are relevant to them, relative to their expectations. Discuss the impact of the marketing objectives to ensure they are under- stood and are achievable (SMART objectives, to be discussed later). Stakeholders in return need to plan carefully around these objectives and deliver within the service capabilities of the firm. Agree measures for internal service quality and benchmarks. A service level guarantee is needed.