The goals to be achieved by a firm's marketing strategy determine whether its supply chain needs to be more __________ in meeting customer requirements.

Question

Quizplus · Accepted Answer

If the marketing strategy emphasizes on meeting customer requirements quickly and efficiently, then the supply chain needs to be more responsive in order to meet these demands. However, if the marketing strategy emphasizes on cost-effectiveness, then the supply chain needs to be more efficient in order to reduce costs. Therefore, the level of responsiveness in a supply chain is determined by the goals of the marketing strategy.

The Goals to Be Achieved by a Firm's Marketing Strategy