物流英语课件第5章.ppt

chapterfivecustomer orientedmarketingandsales chapterfivecustomer orientedmarketingandsales teachingaims 1 tounderstandthenewlogisticsmarketingconcept 2 tounderstandfourfundamentalidealsofmarketingconcept 3 tolearntheidealofcustomeraccommodation chapterfivecustomer orientedmarketingandsales 1 thefourfundamentalidealsofmarketingconcept 2 theidealofcustomeraccommodation main difficultpoints now let sbegin textalogistics 1customersatisfaction客户满意度 4customerneedsandrequirements客户需求 2customeraccommodation客户至上 3customer oriented以顾客为中心 5marketsegmentation市场细分 6relationshipmarketing关系营销 7micro marketing微观销售学8one to onemarketing一对一营销 二 newconceptoflogisticsmarketing whatlogisticsmarketing 二 newconceptoflogisticsmarketing contemporarymarketingemphasizescustomersatisfactionorcustomeraccommodation 三 fourfundamentalidealsofmarketingconcept question ofthefouridealsofmarketingconcept whichoneisthefocusoflogisticsstrategy 1 customerneedsandrequirementsaremorebasicthanproductsandservices 2 differentcustomershavedifferentneedsandrequirements 3 productsandservicesbecomemeaningfulonlywhenavailableandpositioningfromthecustomer sperspective question whatdoesrelationshipmarketingfocuson question inthistext whatdoesthemicro marketingorone to onemarketingreferto 物流营销新概念 definitionoflogisticsmarking 四 chineseversion 课文译文 四 chineseversion 课文译文 在传统营销当中 企业侧重于取得成功的交易 或在与客户的交易中获得利润 现代营销则更加重视客户满意度和适应度 满足客户需求 现代侧重客户的基本原则深深植根于营销的概念 intraditionalmarketing firmsfocusonthesuccessoftransactions ortransactionswithcustomersprofit modernmarketingismoreemphasisoncustomersatisfactionandfitness modernemphasisonthebasicprinciplesofcustomerdeeplyrootedintheconceptofmarketing 四 chineseversion 课文译文 一家公司如何在竞争者中脱颖而出 创造自己的销售优势 有这么一条商业基本原则 企业策略的重点应该是它所面对的客户 企业要达到自己的目标 必须比其竞争者更加有效地找出特定客户的需求 然后集中企业资源和活动 满足这些特定的需求 营销概念基于以下几个方面 客户需求比产品和服务更为基础 不同客户的需求不同 只有从客户角度出发的产品和服务才有意义 这一点是物流策略的着重点 而后是销售量服从于利润 即对利润的要求高于销售量 howacompanycompetitorstocreatetheirownmarketingadvantage thatthereisabasicprincipleofbusiness businessstrategyshouldfocusonitscustomersface enterprisestoachievetheirgoal wemustmoreeffectivelythantheircompetitorstoidentifyspecificcustomerneeds andthenfocusoncorporateresourcesandactivitiestomeetthesespecificneeds marketingconceptisbasedonthefollowingareas customerdemandmorethanthebasicproductsandservices differentcustomersaredifferent justfromthecustomerpointofviewofproductsandservicesmakessense andthisisthefocusofthelogisticsstrategy thenbesoldsubjecttoprofit 四 chineseversion 课文译文 只要完全理解产生营销机会的驱动力 就会知道客户需求比产品和服务更为基础 最关键的是 理解并找出产品和服务如何结合才能满足客户的需求 也就是 对基本客户的需求产生足够的见解 配以相应的产品和服务 成功的营销始于对客户的深入研究 找出他们对产品和服务的需求 createmarketingopportunitiesaslongasfullyunderstandthedrivingforce willknowthatcustomerdemandismorethanthebasicproductsandservices thekeyistounderstandandfindouthowtocombinetheproductsandservicestomeetcustomerneeds thatis thebasicneedsofourcustomersgenerateenoughinsights togetherwiththecorrespondingproductsandservices successfulmarketingbeginswiththecustomer sin depthresearchtoidentifytheirproductsandservices 四 chineseversion 课文译文 请注意定义中还提到 商品的快速 高效发货收货和存储 一般说来 效效果可以认为是 一家公司对他们承诺的工作完成状况的评估 例如 公司承诺在接货后的24小时内将订单全部发出 实际发出的订单占多少 反之 效率指的是公司利用其资源来完成承诺工作的能力 再如 某公司利用相对昂贵的优先快速运输服务来弥补物流系统的其它不足 notethatthecscmpdefinitionalsorefersto efficientandeffectiveforwardandreverseflowandstorage broadlyspeaking effectivenesscanbethoughtofas howwelldoesacompanydowhattheysaythey regoingtodo 4forinstance ifacompanypromisesthatallorderwillbeshippedwithin24hoursofreceipt whatpercentageoforderareactuallyshippedwithin24hours incontrast efficiencycanbethoughtofashowwellcompanyresourcesareusedtoachievewhatacompanypromiseitcando forexample somecompaniesusepremiumandexpeditedtransportationservice whichcostmoremoney tocoverforshortcominginotherpartsofitslogisticssystem 四 chineseversion 课文译文 在发货 收货和储存方面 传统物流侧重于指向消费的发货和储存 但是 现代物流已逐步认识到了从消费点组织的逆向发货和存储 逆向物流 的重要性 在如今的商务环境下 物流不仅仅是货物本身的流动和存储 更是信息的流动和存储 信息技术的进步使公司信息取代库存量的管理变得更加简单易行和不断地降低成本 inregardtoforwardandreverseflowsandstorage logisticshastraditionallyfocusedonforwardflowsandstorage thatis thosedirectedtowardthepointofconsumption however thelogisticsdisciplinehasrecognizedtheimportanceofreverseflowandstorage reverselogistics increasingly thatis thosethatoriginateatthepointofconsumption infact inthecontemporarybusinessenvironment logisticsisasmuchabouttheflowandstorageofinformationasitisabouttheflowandstorageofgoods advancesininformationtechnologymakeitincreasinglyeasyandlesscostlyforcompanytosubstituteinformationforinventory 四 chineseversion 课文译文 营销概念的第二个方面在于 任何特定的产品和服务不仅仅只有一个市场 不存在某单一市场适合于任何既定的产品和服务 此翻译与下文连接更顺畅 所有的市场都由几个部分构成 每个部分都有自己不一样的要求 高效的市场细分要求企业能够明确识别细分的市场 并为其选择特定的目标 thesecondaspectofthemarketingconceptisthatanyparticularproductsandservicesisnottheonlyonemarket doesnotexistinasinglemarketforanyoftheestablishedproductsandservices thistranslationtoconnectmoresmoothlywiththebelow allofthemarketbyseveralparts eachparthasitsowndifferentrequirements efficientmarketsegmentsrequiretheenterprisestobeabletoclearlyidentifythemarketsegments andforselectingaspecifictarget 四 chineseversion 课文译文 thethirdaspectofthemarketingconceptisthatcustomerswanttheproducteasytogetaccesstosex infact thesuccessfulmarketing productandservicemusthavetheavailability therefore marketing sjobistofindouttheadvantagesofproductsandservices tocommunicate andtheformationoftradingmechanism logisticsprovidesthetimeandtheeffectivenessofsaleschannels thefourthaspectofthemarketingconceptfocusedonprofitabilityandsalesofthegame 营销概念的第三个方面在于 客户获取想要产品的易得性 实际上 成功的营销 产品和服务必须具备可得性 因此 营销的工作就是找出产品和服务的优点 加以传达 并形成买卖机制 物流则提供了时间和销售渠道的效用 营销概念的第四个方面侧重于获利和销售额的博弈 四 chineseversion 课文译文 随着销售链管理概念的发展 关于营销策略的性质 自然属性 的基本理论发生了转变 这个变化既是关系营销被逐渐认识 关系营销注重与供应链的主要参与者 如消费者 直接客户 供应商发展长期关系 以求获得长期优先权和信赖 关系营销是建立在这样的认识基础上 在许多行业中 保留原有客户 保持他们大份额的购买量 比吸引新客户更重要 withthedevelopmentofdistributionchainmanagementconcepts marketingstrategiesonthenature naturalattribute changesoccurredinthebasictheory thischangeinrelationshipmarketingisbeingincreasinglyrecognized relationshipmarketingfocusandakeyplayerinthesupplychain suchasconsumers directcustomers suppliers developlong termrelationshipinordertoobtainlong termpriorityandtrust relationshipmarketingisbuiltonthebasisofthisunderstandingat inmanyindustries toretainexistingcustomers maintainalargeshareoftheirpurchases ismoreimportantthanattractingnewcustomers 四 chineseversion 课文译文 市场细分和关系营销的最后是集中于单个客户 这种方法 又称为微观营销和个体营销 认识到每个客户有自己独特的需求 这样的方法不一定适用于每个客户 许多客户并不喜欢和所有供应商有如此密切的关系 但是 个体营销能够极大减少交易成本 更好地适应客户的需要 使交易从单个变成惯例 marketsegmentationandrelationshipmarketingisfocusedonasinglecustomerlast thismethod alsoknownasmicro marketingandindividualmarketing recognizingthateachcustomerhastheirownuniqueneeds thismethoddoesnotnecessarilyapplytoeachcustomer manycustomersdonotlikeandallsuppliersaresocloselyrelated however individualmarketingcangreatlyreducetransactioncosts bettermeetcustomerneeds sothatthetransactionfromasingleintopractice 五 topicsfordiscussion讨论话题 1 whatarethedifferencesbetweentraditionalmarketingconceptandcontemporarymarketingconcept 2 listfourfundamentalidealofmarketingconcept thenewtextiscoming textbcustomeraccommodation 一 keyterms 2 operationalperformance操作效能 3 customerexpectations客户期望值 4 end users最终用户 5 lotsize批量 大小 6 customer specific根据客户规格专业定制 7 businessrelationship业务关系 1 serviceplatform服务平台 二 idealofcustomeraccommodation themarketingconceptprovidesthefoundationforcustomeraccommodationwithitsfundamentalfocusoncustomerneedsratherthanonproductsorservices therequirementtoviewandpositionproductsandservicesinacustomercontext identificationofmarketsegmentsthatdifferinneeds andcommitmentthatvolumeissecondarytoprofit 三 threelevelsofincreasingcommitment 1 thefirstlevel basiclogisticscustomerservice 2 thesecondlevel customeraccommodation 3 thehighestlevel customeraccommodation question forwhatreasonthatrequirementsarefrequentlydowngradedintoexpectations 客户至上 customeraccommodation 四 chineseversion 课文译文 四 chineseversion 课文译文 当客户与供应商交易时 他们怀有各种各样的期望 许多期望是围绕着供应商的物流服务平台的 例如相关服务的可得性 运作绩效和可靠性 在一个物流供应链背景下 客户期望的动机尤其复杂 因为客户通常是指具备多种功能并且由许多个体组成的商业机构 消费组织中的不同人员对操作标准的优先次序有不同的理解 或者他们对标准有不同的期望值 whenthecustomerandsuppliertransactions theyharboravarietyofexpectations manyexpectationsarecenteredonthelogisticsserviceplatformproviders suchastheavailabilityofrelatedservices operationalperformanceandreliability inthecontextofalogisticssupplychain customerexpectations motivation particularlycomplex becausecustomersusuallyreferstoamulti functionalandcomposedofmanyindividualbusinessestablishments consumerorganizationsontheoperationofdifferentstandardsofficershaveadifferentunderstandingofpriorities ortheyhavedifferentexpectationsofthestandards 四 chineseversion 课文译文 在市场和商业策略中 客户满意度一直以来都是一个首要概念 物流业的基础理念是客户至上 不论这些客户是最终用户还是内部用户 市场营销的概念为客户至上提供了一个基准 那就是关注客户的需要而不是关注产品或服务 要在客户的角度思考和定位产品 根据客户的不同需要划分市场 确保优先考虑客户利益 其次才是产品数量 inthemarketandbusinessstrategy customersatisfactionhasalwaysbeenaprimaryconcept thebasicconceptsofthelogisticsindustryiscustomerfirst whetherthosecustomersareendusersorinternalusers marketingconceptofcustomerfirstprovidesabenchmarkthatisconcernedabouttheclient sneedsratherthanonproductsorservices tothinkingintermsofcustomersandpositioningproducts dividedaccordingtocustomer sdifferentneedsofthemarket toensureprioritytotheinterestsofcustomers followedbyisthenumberofproducts 四 chineseversion 课文译文 现代市场营销概念的实施表明关注与客户的关系要比优质的个体交易更加重要 关注个体客户的需求是一对一市场的核心部分 在某一供应链环境中 客户需求牵涉到空间的便利性 批量大小 等候时间 以及服务产品的多样性和产品的组合 这就就必须依靠物流绩效来保证 theimplementationofmodernmarketingconceptsthatconcerntherelationshipwithcustomersthanthequalityofindividualtransactionsismoreimportant focusingontheindividualcustomer sneedsisthecoreofonetoonemarket inasupplychainenvironment thecustomerneedstothespacediconvenienceinvolved waitingtime andthediversityofserviceofferingsandproductportfolio whichmustrelyonlogisticsperformancetobeguaranteed 四 chineseversion 课文译文 为建立平台保障 客户至上 组织机构在三个层次上提高信誉 基本的物流客户服务是第一层次 为了使自己更富竞争力 每家公司都需要基本的服务能力 以此来平衡可用性 操作效能和可靠性 createaplatformfortheprotectionof customerfirst organizationonthreelevelstoimprovecredibility basiclogisticscustomerserviceisthefirstlevel inordertomakethemselvesmorecompetitive everycompanyneedsbasicservicescapabilities inordertobalancetheavailability operationalefficiencyandreliability 四 chineseversion 课文译文 inadditiontobasicservicestomeetclientsoutsidethesecondlevelare customer satisfaction first concernaslongasbasicservicesoperatingperformancewithintheorganization thentheinevitablecustomersatisfaction includingcustomerexpectationsandtheirsupplier sperformance typicalcustomerexpectationsnotonlyreferstothelogisticsconsiderations butalsowiththecommunication integrityandresponse relatedfactor asapartfromoperationalreliabilityandresponsivenessofthecustomerspecificknowledgeinaddition lackofknowledgeofcustomerexpectations incorrectoperationstandards operationalerrors failuresofcommunication customerexpectationsoftheoperationerrorcannotbecustomersatisfaction 除了基本的服务满足客户以外 第二层次是 客户 满意 至上 只要基本服务关注组织内部的运作绩效 那么顾客满意度必然包括顾客期望和他们对供应商表现的看法 顾客期望不仅仅指典型的物流考虑因素 还包括与沟通 诚信度和反应性相关的因素 还有除操作信度和反应性之外的顾客特定知识 对客户预期知识的缺乏 不正确的操作标准 操作失误 失败的沟通 顾客对操作错误的预期都无法让客户满意 四 chineseversion 课文译文 最高层次是使客户成功发挥作用 要想满足甚至超越预期 一个成功的平台必须关注客户需求 客户预期和客户需求经常不一致 服务供应商获取成功要求透彻地了解客户基本需要和他们的运作需求 并且承诺提高客户商场成功竞争能力 增值服务体现了物流是一种能够使客户成功发挥重要作用的一种方式 然而客户成功地发挥作用是和一对一的营销关系相关联的 在个别案例中 这是保证与各类客户建立长期合作关系的最可行的途径 thehighestlevelofcustomersuccessistoplayarole tomeetorexceedexpectations asuccessfulplatformtofocusoncustomerneeds customerexpectationsandcustomerneedsofteninconsistent serviceproviderandaskforathoroughunderstandingofthebasicneedsofourcustomersandtheiroperationalneeds andcommitmenttoimprovecustomershoppingabilitytocompetesuccessfully reflectsthelogisticsvalue addedservicesisanenablingcustomerstoplayanimportantroleinasuccessfulway however tosuccessfullyplaytheroleofcustomersandonetoonemarketingrelationshipassociated insomecases thisistoensurethatallcustomerswithlong termcooperationbetweenthemo