4
Vendor/Retailer Partnerships 4
Quick Response Technology 5
3 Benefits of Quick Response Systems 15
Customer Service 15
Vendor/Retailer Relationships 15
Global Marketing Advantages 16
4 Companies That Have Successfully 20 Implemented Quick Response Systems
Carter Hawley Hale 20
K mart 20
Mrs. Field's Cookies 20
7 Eleven 23
Wal Mart 23
5 Summary and Conclusion 25
References 28
This study examined the concept of quick response as a marketing management application. Background on the changing environment within which marketing must be conducted, and an introduction to the quick response concept are provided in this chapter.
Background on the ChangingEnvironment
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. Thomas Malone and John Rockart (1991, pp. 128 136) argued that the advent of intensive computer networking in the corporate business setting will transform the internal structure and functioning of business organizations, and will fundamentally alter the way such organizations int...