The article discusses how combining marketing and supply chain management can help companies better meet customer needs and increase customer satisfaction. By focusing on what customers value and tailoring supply chain strategies accordingly, organizations can gain a competitive edge. It emphasizes the importance of moving from simply being efficient in delivering products to being effective in meeting customer demands. The key idea is to create a demand-driven chain that offers different supply chain solutions for different products or market conditions. This approach allows for greater flexibility in responding to individual customer needs and maximizing profits.