《现代物流专业英语》-易牧农-电子教案-英文版chapter225课件

TheMarketingandLogisticsInterfaceWhatIsCustomerServiceService-drivenLogisticsSystemChapter2CustomerServicesKeypoints:tounderstandrelationsbetweenmarketingandlogisticsDifficultpoints:

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

2.1TheMarketingandLogisticsInterface

Themissionoflogisticsmanagementwasdefinedsimplyintermsofprovidingthemeanswherebycustomers'servicerequirementsaremet.Inotherwordstheultimatepurposeofanylogisticssystemistosatisfycustomers.

TheMarketingandLogisticsInterface

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。

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。

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？

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。

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。

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。

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。

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。

4.Clearlysuchadefinitionisspecifictoindividualcustomers,butitisusuallypossibletogroupcustomersintosegmentsandthentoidentify,alongthelinesdescribedearlier,thekeyserviceneedsofthosesegments.SentenceExplanations显然这个想法是针对某个具体顾客的，但是如果我们按照上述的步骤，把顾客分为几个细分市场，找出每个细分市场对于关键性服务的需要，上