TheMarketingandLogisticsInterfaceWhatIsCustomerServiceService-drivenLogisticsSystemChapter2CustomerServicesKeypoints:tounderstandrelationsbetweenmarketingandlogisticsDifficultpoints:

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

2.1TheMarketingandLogisticsInterface

Themissionoflogisticsmanagementwasdefinedsimplyintermsofprovidingthemeanswherebycustomers'servicerequirementsaremet.Inotherwordstheultimatepurposeofanylogisticssystemistosatisfycustomers.

TheMarketingandLogisticsInterface

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

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。

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？

2.2WhatIsCustomerServiceKeypoints:customerservice;thecomponentsofcustomerservice

Difficultpoints:

thecomponentsofcustomerserviceRequirements：Bytheendofthislesson,youshouldbeableto

understandtheroleofcustomerservice.describethecomponentsofcustomerservice.discusstheimportantroleoflogisticincustomerservices.

Theroleofcustomerserviceistoprovide'timeandplaceutility'inthetransferofgoodsandservicesbetweenbuyerandseller.Putanotherway,thereisnovalueintheproductorserviceuntilitisinthehandsofthecustomerorconsumer.

WhatIsCustomerService

WhatIsCustomerService

IntendedConsumerConsumerDecreasePurchasePurchaseshopsdelaysinvalueofexpenditureexpenditureelsewhere/purchasepurchasedwhenout-doesnotalternativesof-stockmakepurchaseoccurs100%20%20%54%6%FIGURE2.2.1Revenuelossduetoanout-of-stockAconsiderablebodyofevidenceexistswhichsupportstheviewthatiftheproductorserviceisnotavailableatthetimethecustomerrequiresitandaclosesubstituteisavailablethenthesalewillbelosttothecompetition.

SentenceExplanations作為一個重要的事實,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,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。

2.Eveninmarketswherebrandloyaltyisstrongastock-outmightbesufficienttotriggeroffbrandswitching.

.

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)品牌弱化的轉折點。

3.Moreoftenthannottodaytheorder-winningcriteriaarethoseelementsoftheofferthathaveaclearlyidentifiablepositiveimpactuponthecustomers'ownvalue-creatingprocess.

SentenceExplanations很久以來，贏得訂單的標準是企業(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。

1.Whatistheroleofcustomerservices?2.Howtoexplainthemultivariatenatureofcustomerservice?3.Howtomeasurecustomerservice?4.DescribeFig.2.2.1revenuelossduetoanout-of-stock.5.DescribeFig.2.2.2theimpactoflogisticsandcustomerserviceonmarketing.Questions

Keypoints:

customers'serviceneeds;customerserviceobjectives

Difficultpoints:

OTIF;ParetoLawRequirements:Bytheendofthislesson,youshouldbeableto

deviselogisticsstrategyandsystemsteps.understandthemethodsidentifyingcustomers'serviceneeds.understandthemethodsidentifyingcustomers'serviceobjectives.

2.3Service-drivenLogisticsSystem

Service-drivenLogisticsSystem

Identifyingcustomers'serviceneedsDefiningcustomerserviceobjectivesDesigningLogisticssystem2.Henceitwouldbewrongtolaunchstraightin,assomanycompaniesdo,andseektoreengineeranexistinglogisticssystem(ordesignanewone)purelytoachieveinternalrequirementssuchascostreduction.

SentenceExplanations因此，像許多公司做的那樣，僅僅為了實現(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)進行再造（或設計一個新系統(tǒng)）將是錯誤的。

3.Whateverourown'hard'internalmeasuresofservicemightsayourserviceperformanceis,perceptionsarethereality.

SentenceExplanations不管企業(yè)采取了怎樣“嚴格”的服務內(nèi)部考核以反映服務業(yè)績，但感覺是現(xiàn)實的。

4.Clearlysuchadefinitionisspecifictoindividualcustomers,butitisusuallypossibletogroupcustomersintosegmentsandthentoidentify,alongthelinesdescribedearlier,thekeyserviceneedsofthosesegments.SentenceExplanations顯然這個想法是針對某個具體顧客的，但是如果我們按照上述的步驟，把顧客分為幾個細分市場，找出每個細分市場對于關鍵性服務的需要，上