Marketing channels is where the customer value-creating
processes are the most pronounced in the supply chain. Specifically,
marketing channels is where the ultimate value-creating
aspects ofthe chain are tested in the chain’srelationship with end
customers. Naturally, value is developed, integrated, and coordinated
along the entities (“actors”), activity links, and resource
tiesin the overallsupply chain.As a performance bottomline, the
real value is assessed when customers decide whether to buy a
product. Marketing channels is the last part of the supply chain
but is the driver of the input needed to provide this customer
value. Logistics, purchasing, and operations serve as the coordinated
and integrated input(embedded in the selection ofstrategic
chain partners, critical activity links, and strategic resource ties)
into the customer value-creating function of marketing channels
in SCM.