chapter 現(xiàn)代物流專業(yè)英語易牧農(nóng)電子

會計學(xué)1chapter現(xiàn)代物流專業(yè)英語易牧農(nóng)電子Keypoints:tounderstandrelationsbetweenmarketingandlogisticsDifficultpoints:

tosatisfycustomersRequirements:Bytheendofthislesson,youshouldbeabletounderstandthat4P’sistheimportantpartinmarketingmanagement.understandthatlogisticsplaystheimportantroleinbuildingandmaintainingcompetitiveedges.describetheimportanceofmanagingthemarketingandlogisticsinterfaceonanintegratedbasis.

2.1TheMarketingandLogisticsInterface

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Themissionoflogisticsmanagementwasdefinedsimplyintermsofprovidingthemeanswherebycustomers'servicerequirementsaremet.Inotherwordstheultimatepurposeofanylogisticssystemistosatisfycustomers.

TheMarketingandLogisticsInterface

第2頁/共25頁Neverthelessithastakenamajorrecessiontofocusmanyorganizations'attentionuponthecustomermoresharplythanwasoftenthecaseinthepast.

SentenceExplanations盡管如此，嚴(yán)重的衰退已經(jīng)迫使很多企業(yè)前所未有的把注意力聚焦在顧客上。

第3頁/共25頁2.Bythisismeantthatincreasinglythepowerofthe'brand'isdiminishingastechnologiesofcompetingproductsconverge,thusmakingproductdifferencesdifficulttoperceive–atleasttotheaveragebuyer.SentenceExplanations這意味著，隨著生產(chǎn)產(chǎn)品技術(shù)趨同性的加劇，“品牌”權(quán)力影響正在降低，對于普通購買者而言，產(chǎn)品差別很難覺察到的。

第4頁/共25頁3.Therearesomanycompetingmodelsthatinrealityaresubstitutableasfarasmostwould-bepurchasersareconcerned.SentenceExplanations就買主而言，有那么多相似種類、型號的競爭產(chǎn)品，使購買者不知所措。

第5頁/共25頁4.Facedwithasituationsuchasthisthecustomermaybeinfluencedbypriceorby‘image’perceptionsbutoverridingtheseaspectsmaywellbe‘a(chǎn)vailability’-inotherwords,istheproductinstock,canIhaveitnow?SentenceExplanations在這種情況下，顧客也許會受價格、感知形象的影響，但打破僵局的可能是“現(xiàn)貨”，換句話說，我現(xiàn)在能把它買回家嗎？

第6頁/共25頁1.Whatareincludedinmarketingasthemanagementofthe'4P's'?2.Whatisthecentralconcernoflogisticsmanagement?3.Discussthefactorscontributingmorethananythingelsetothegrowingimportanceofcustomerserviceasacompetitiveweapon.4.Inyouropinion,howtounderstandtheimportanceofmanagingthemarketingandlogisticsinterfaceonanintegratedbasis.Questions

第7頁/共25頁2.2WhatIsCustomerServiceKeypoints:customerservice;thecomponentsofcustomerservice

Difficultpoints:

thecomponentsofcustomerserviceRequirements：Bytheendofthislesson,youshouldbeableto

understandtheroleofcustomerservice.describethecomponentsofcustomerservice.discusstheimportantroleoflogisticincustomerservices.

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Theroleofcustomerserviceistoprovide'timeandplaceutility'inthetransferofgoodsandservicesbetweenbuyerandseller.Putanotherway,thereisnovalueintheproductorserviceuntilitisinthehandsofthecustomerorconsumer.

WhatIsCustomerService

第9頁/共25頁WhatIsCustomerService

IntendedConsumerConsumerDecreasePurchasePurchaseshopsdelaysinvalueofexpenditureexpenditureelsewhere/purchasepurchasedwhenout-doesnotalternativesof-stockmakepurchaseoccurs100%20%20%54%6%FIGURE2.2.1Revenuelossduetoanout-of-stock第10頁/共25頁WhatIsCustomerService

ConsumerfranchiseCustomerfranchiseSupplychainefficiencyMarketingeffectiveness·Brandvalues·Customerservice·Flexibility·Marketshare·Corporateimage·Partnership·Reducedassetbase·Customerretention·Availability·Quickresponse·Lowcostsupplier·SuperiorROI

XX=FIGURE2.2.2Theimpactoflogisticsandcustomerserviceonmarketing第11頁/共25頁Aconsiderablebodyofevidenceexistswhichsupportstheviewthatiftheproductorserviceisnotavailableatthetimethecustomerrequiresitandaclosesubstituteisavailablethenthesalewillbelosttothecompetition.

SentenceExplanations作為一個重要的事實(shí),如果在顧客需要的時間內(nèi)不能提供所需的產(chǎn)品或者服務(wù),而替代品能夠作到的話，那么，企業(yè)在銷售方面將會喪失競爭力。

第12頁/共25頁2.Eveninmarketswherebrandloyaltyisstrongastock-outmightbesufficienttotriggeroffbrandswitching.

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SentenceExplanations即使在品牌忠誠度很高的市場上，脫銷完全可能成為觸發(fā)品牌弱化的轉(zhuǎn)折點(diǎn)。

第13頁/共25頁3.Moreoftenthannottodaytheorder-winningcriteriaarethoseelementsoftheofferthathaveaclearlyidentifiablepositiveimpactuponthecustomers'ownvalue-creatingprocess.

SentenceExplanations很久以來，贏得訂單的標(biāo)準(zhǔn)是企業(yè)能夠為顧客創(chuàng)造價值的過程提供明確積極的影響要素。

第14頁/共25頁4.

Traditionallymarketinghasfocusedontheendcustomer-orconsumerseekingtopromotebrandvaluesandtogeneratea'demandpull'onthemarketplaceforthecompany'sproducts.

SentenceExplanations傳統(tǒng)上營銷一直聚焦于終端客戶——或者想辦法提升品牌價值并且在消費(fèi)者市場上對于公司產(chǎn)品產(chǎn)生“拉動需求”效應(yīng)的消費(fèi)者。

第15頁/共25頁1.Whatistheroleofcustomerservices?2.Howtoexplainthemultivariatenatureofcustomerservice?3.Howtomeasurecustomerservice?4.DescribeFig.2.2.1revenuelossduetoanout-of-stock.5.DescribeFig.2.2.2theimpactoflogisticsandcustomerserviceonmarketing.Questions

第16頁/共25頁Keypoints:

customers'serviceneeds;customerserviceobjectives

Difficultpoints:

OTIF;ParetoLawRequirements:Bytheendofthislesson,youshouldbeableto

deviselogisticsstrategyandsystemsteps.understandthemethodsidentifyingcustomers'serviceneeds.understandthemethodsidentifyingcustomers'serviceobjectives.

2.3Service-drivenLogisticsSystem

第17頁/共25頁Service-drivenLogisticsSystem

Identifyingcustomers'serviceneedsDefiningcustomerserviceobjectivesDesigningLogisticssystem第18頁/共25頁Forexamplemanycompanieswithastrongproduction-orientationhavedeveloped‘mega-plants’whichcanproduceworldvolumesofproductwithgreateconomiesofscale–yetparadoxicallythisstrategycouldreduceflexibilityandlengthenleadtimesbecauseofgreaterdistancefrommarkets.

SentenceExplanations例如，奉行很強(qiáng)生產(chǎn)導(dǎo)向觀念的很多公司，已經(jīng)建立了擁有最大規(guī)模經(jīng)濟(jì)效益的能夠生產(chǎn)全世界產(chǎn)量的“大工廠”，——因為市場的跨度極大，該戰(zhàn)略是一把雙刃劍，在降低戰(zhàn)略靈活性的同時卻強(qiáng)化了企業(yè)在市場中的主導(dǎo)地位。

第19頁/共25頁2.Henceitwouldbewrongtolaunchstraightin,assomanycompaniesdo,andseektoreengineeranexistinglogisticssystem(ordesignanewone)purelytoachieveinternalrequirementssuchascostreduction.

SentenceExplanations因此，像許多公司做的那樣，僅僅為了實(shí)現(xiàn)類似降低成本這樣的企業(yè)內(nèi)部要求而直接對現(xiàn)存物流系統(tǒng)進(jìn)行再造（或設(shè)計一個新系統(tǒng)）將是錯誤的。

第20頁/共25頁3.Whateverourown'hard'internalmeasuresofservicemightsayourserviceperformanceis,perceptionsarethereality.

SentenceExplanations不管企業(yè)采取了怎樣“嚴(yán)格”的服務(wù)內(nèi)部考核以反映服務(wù)業(yè)績，但感覺是現(xiàn)實(shí)的。

第21頁/共25頁4.Clearlysuchadefinitionisspecifictoindividualcustomers,butitisusuallypossibletogroupcustomersintos