Supply Chain Management Exam

Integrated Marketing Communications (IMC)

The process of coordinating all marketing communication tools to deliver a consistent message

Goal of IMC

Ensure all marketing mix elements work together to deliver a consistent message

Sender

The firm from which an IMC message originates

Transmitter

The agent that converts ideas into a message

Encoding

Converting ideas into verbal or visual messages

Communication Channel

The medium used to send a message (TV, internet, print)

Receiver

The person who interprets the message

Noise

Any interference that disrupts the message

Feedback

Response from receiver to sender showing message understanding

AIDA Model

A model describing stages: Awareness, Interest, Desire, Action

Awareness

First stage where attention is gained

Aided Recall

Consumer recognizes brand when prompted

Top-of-Mind Awareness

Consumer names brand first without help

Interest

Consumer becomes curious about product

Desire

Consumer develops a want for the product

Action

Consumer purchases or searches further

Lagged Effect

Advertising impact occurs after multiple exposures

Advertising

Most visible IMC element; creates awareness

Public Relations (PR)

Free media attention that builds credibility

Sales Promotion

Short-term incentives to boost sales

Personal Selling

Direct interaction with customers; high cost but high value

Direct Marketing

Direct communication like email or mobile marketing

Online Marketing

Websites, blogs, and social media marketing

IMC Metrics

Reach, frequency, gross rating points, impressions

Click-Through Rate (CTR)

Percentage of users who click an ad

Return on Investment (ROI)

Profit relative to cost of marketing

Supply Chain Management (SCM)

Planning and managing sourcing, production, and logistics activities

SCM Goal

Provide customer value while reducing costs

Supply Chain

Flow of goods, information, and finances from raw materials to customers

Logistics

Part of SCM focused on transportation and storage

SCM Components

Procurement, manufacturing, logistics, IT, customer service

Integration in SCM

Coordination across companies and partners

Triple Bottom Line

Focus on people, planet, and profit

Globalization in SCM

Increased international operations and complexity

Supply Chain Risks

Economic, environmental, geopolitical, societal, technological

Supply Chain Disruptions

Events that interrupt operations (disasters, strikes, etc.)

Customer Service

Activities that support product use before, during, and after sale

Customer Satisfaction

Measure of how well expectations are met

Difference (Service vs Satisfaction)

Service is part of satisfaction

Pre-Transaction Elements

Service before purchase

Transaction Elements

Service during purchase

Post-Transaction Elements

Service after purchase

Customer Satisfaction Components

Process, performance metrics, corporate philosophy

Consistency in SCM

More important than speed for satisfaction

Perfect Order

Order delivered on time, complete, undamaged, correct docs

Key Performance Indicators (KPIs)

Metrics used to evaluate performance

Balanced Scorecard

Financial, customer, internal processes, learning

CRM (Customer Relationship Management)

Systems to manage customer interactions

Cost-Service Tradeoff

Balancing service level with cost efficiency

Gap Analysis

Comparing expected vs actual service

Information in Supply Chains

Critical for operations, planning, and decision-making

Asset Visibility

Tracking items like inventory and trucks

Information Sharing

Important internally and externally

Supply Chain Planning

Future decision-making to meet demand efficiently

Corporate Strategy

Overall plan to gain competitive advantage

Porter’s Strategies

Cost leadership, differentiation, focus

Network Design

Deciding locations and sizes of facilities

Outsourcing

Using third parties for supply chain activities

Omnichannel

Using multiple channels seamlessly

Barcodes

Machine-readable codes for tracking products

RFID

Wireless tracking technology without line-of-sight

Active RFID

Has battery; longer range

Passive RFID

No battery; shorter range and cheaper

Data Capture

Process of entering data into systems

EDI (Electronic Data Interchange)

Standardized electronic document exchange

XML

Flexible data exchange format using tags

API

Real-time system communication without human input

ERP (Enterprise Resource Planning)

System integrating business functions

WMS (Warehouse Management System)

Software to manage warehouse operations

TMS (Transportation Management System)

Software to manage transportation

YMS (Yard Management System)

Manages trailers and containers in yards

Order Management Process

Order generation, receipt, processing, fulfillment, shipment

Process Mapping

Visual representation of workflow

Blockchain

Secure digital ledger for transactions

Internet of Things (IoT)

Connected devices sharing data