Goods move from manufacturer to final user i.e. consumer through a lengthy supply or distribution chain
which involves middlemen. In modern marketing, supply chain is longer as contact between producer and
consumer is just not possible. The middlemen operate in the chain. As a result, producer as well as
consumer are suffering loses. It is desirable to make the supply chain shorter as well as efficient so that
consumers will get right quantity, at right place and at right price. The word supply chain is used in
relation to physical distribution and marketing logistics.