The term demand chain is considered limited because it: * overlooks the needs of target customers ignores the evolution of the global marketplace suggests that planning starts with raw materials, productive inputs, and factory capacity takes a step-by-step, linear view of purchase-production-consumption activities The term supply chain is considered limited because it: * suggests that planning begins with raw materials and factory capacity ignores the make-and-sell aspect of the market suggests that planning starts with identifying the needs of target customers takes a step-by-step, linear view of purchase-production-consumption activities