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(shù)趨同性的加劇，“品牌”權(quán)力影響正在降低，對(duì)于普通購(gòu)買(mǎi)者而言，產(chǎn)品差別很難覺(jué)察到的。

3.Therearesomanycompetingmodelsthatinrealityaresubstitutableasfarasmostwould-bepurchasersareconcerned.SentenceExplanations就買(mǎi)主而言，有那么多相似種類、型號(hào)的競(jìng)爭(zhēng)產(chǎn)品，使購(gòu)買(mǎi)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(huì)受價(jià)格、感知形象的影響，但打破僵局的可能是“現(xiàn)貨”，換句話說(shuō)，我現(xiàn)在能把它買(mǎi)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(gè)重要的事實(shí),如果在顧客需要的時(shí)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(huì)喪失競(jìng)爭(zhēng)力。

2.Eveninmarketswherebrandloyaltyisstrongastock-outmightbesufficienttotriggeroffbrandswitching.

.

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

3.Moreoftenthannottodaytheorder-winningcriteriaarethoseelementsoftheofferthathaveaclearlyidentifiablepositiveimpactuponthecustomers'ownvalue-creatingprocess.

SentenceExplanations很久以來(lái)，贏得訂單的標(biāo)準(zhǔn)是企業(yè)能夠?yàn)轭櫩蛣?chuàng)造價(jià)值的過(guò)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(shí)現(xiàn)類似降低成本這樣的企業(yè)內(nèi)部要求而直接對(duì)現(xiàn)存物流系統(tǒng)進(jìn)行再造（或設(shè)計(jì)一個(gè)新系統(tǒng)）將是錯(cuò)誤的。

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(jī)，但感覺(jué)是現(xiàn)實(shí)的。

4.Clearlysuchadefinitionisspecifictoindividualcustomers,butitisusuallypossibletogroupcustomersintosegmentsandthentoidentify,alongthelinesdescribedearlier,thekeyserviceneedsofthosesegments.SentenceExplanations顯然這個(gè)想法是針對(duì)某個(gè)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(gè)細(xì)分市場(chǎng)，找出每個(gè)細(xì)分市場(chǎng)對(duì)于關(guān)鍵性服務(wù)的需要，上