chapter 现代物流专业英语易牧农电子

会计学1chapter现代物流专业英语易牧农电子Keypoints:tounderstandrelationsbetweenmarketingandlogisticsDifficultpoints:

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

2.1TheMarketingandLogisticsInterface

第1页/共25页

Themissionoflogisticsmanagementwasdefinedsimplyintermsofprovidingthemeanswherebycustomers'servicerequirementsaremet.Inotherwordstheultimatepurposeofanylogisticssystemistosatisfycustomers.

TheMarketingandLogisticsInterface

第2页/共25页Neverthelessithastakenamajorrecessiontofocusmanyorganizations'attentionuponthecustomermoresharplythanwasoftenthecaseinthepast.

SentenceExplanations尽管如此，严重的衰退已经迫使很多企业前所未有的把注意力聚焦在顾客上。

第3页/共25页2.Bythisismeantthatincreasinglythepowerofthe'brand'isdiminishingastechnologiesofcompetingproductsconverge,thusmakingproductdifferencesdifficulttoperceive–atleasttotheaveragebuyer.SentenceExplanations这意味着，随着生产产品技术趋同性的加剧，“品牌”权力影响正在降低，对于普通购买者而言，产品差别很难觉察到的。

第4页/共25页3.Therearesomanycompetingmodelsthatinrealityaresubstitutableasfarasmostwould-bepurchasersareconcerned.SentenceExplanations就买主而言，有那么多相似种类、型号的竞争产品，使购买者不知所措。

第5页/共25页4.Facedwithasituationsuchasthisthecustomermaybeinfluencedbypriceorby‘image’perceptionsbutoverridingtheseaspectsmaywellbe‘availability’-inotherwords,istheproductinstock,canIhaveitnow?SentenceExplanations在这种情况下，顾客也许会受价格、感知形象的影响，但打破僵局的可能是“现货”，换句话说，我现在能把它买回家吗？

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

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

Difficultpoints:

thecomponentsofcustomerserviceRequirements：Bytheendofthislesson,youshouldbeableto

understandtheroleofcustomerservice.describethecomponentsofcustomerservice.discusstheimportantroleoflogisticincustomerservices.

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Theroleofcustomerserviceistoprovide'timeandplaceutility'inthetransferofgoodsandservicesbetweenbuyerandseller.Putanotherway,thereisnovalueintheproductorserviceuntilitisinthehandsofthecustomerorconsumer.

WhatIsCustomerService

第9页/共25页WhatIsCustomerService

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

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

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

SentenceExplanations作为一个重要的事实,如果在顾客需要的时间内不能提供所需的产品或者服务,而替代品能够作到的话，那么，企业在销售方面将会丧失竞争力。

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

.

SentenceExplanations即使在品牌忠诚度很高的市场上，脱销完全可能成为触发品牌弱化的转折点。

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

SentenceExplanations很久以来，赢得订单的标准是企业能够为顾客创造价值的过程提供明确积极的影响要素。

第14页/共25页4.

Traditionallymarketinghasfocusedontheendcustomer-orconsumerseekingtopromotebrandvaluesandtogeneratea'demandpull'onthemarketplaceforthecompany'sproducts.

SentenceExplanations传统上营销一直聚焦于终端客户——或者想办法提升品牌价值并且在消费者市场上对于公司产品产生“拉动需求”效应的消费者。

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

第16页/共25页Keypoints:

customers'serviceneeds;customerserviceobjectives

Difficultpoints:

OTIF;ParetoLawRequirements:Bytheendofthislesson,youshouldbeableto

deviselogisticsstrategyandsystemsteps.understandthemethodsidentifyingcustomers'serviceneeds.understandthemethodsidentifyingcustomers'serviceobjectives.

2.3Service-drivenLogisticsSystem

第17页/共25页Service-drivenLogisticsSystem

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

SentenceExplanations例如，奉行很强生产导向观念的很多公司，已经建立了拥有最大规模经济效益的能够生产全世界产量的“大工厂”，——因为市场的跨度极大，该战略是一把双刃剑，在降低战略灵活性的同时却强化了企业在市场中的主导地位。

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

SentenceExplanations因此，像许多公司做的那样，仅仅为了实现类似降低成本这样的企业内部要求而直接对现存物流系统进行再造（或设计一个新系统）将是错误的。

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

SentenceExplanations不管企业采取了怎样“严格”的服务内部考核以反映服务业绩，但感觉是现实的。

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