This study examined the concept of quick response as a marketing management application. In the past, communications channels between vendors (producers and distributors) and retailers has often been ineffective. Substandard marketing communications have frequently worked to the disadvantage of consumers who either could not get the product they wanted when they wanted it or had to pay more for a product than should have been necessary.
Innovation in information systems technology is changing this situation rapidly. Improved communications technologies will enhance information transfer. Improved computer technologies will enhance the capacity of economic organizations and institutions to make rapid and effective decisions. One significant advance is expected to be the combining of sophisticated decisionsupport systems and artificial intelligencebased knowledge systems.
The quick response concept is an information system network that connects vendors and retailers. A continuous stream of information between vendor and retailer enables both entities to provide superior customer service, and permits the development of efficiencies in production management, inventory management, and shipping. The quick response concept is widely regarded as the key to growth for marketing organizations in the mid and late1990s and perhaps beyond.
The future of the quick response concept is not in doubt through the end of the century. The overbearing attitude of retailers such a WalMart in the operation of quick response systems, however, will likely persuade some manufacturers to give up the production of mass market products.
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1 Introduction 1
Background on the Changing Environment 1
The Quick Response Concept 2
2 The Need For Quick Response Systems ...