文档介绍：The Marketing and Logistics Interface
What Is Customer Service
Service-driven Logistics System
Chapter 2 Customer Services
Key points: to understand relations between marketing and logistics
Difficult points: to satisfy customers
Requirements:
By the end of this lesson, you should be able to
understand that 4P’s is the important part in marketing management.
understand that logistics plays the important role in building and petitive edges.
describe the importance of managing the marketing and logistics interface on an integrated basis.
The Marketing and Logistics Interface
The mission of logistics management was defined simply in terms of providing the means whereby customers' service requirements are met. In other words the ultimate purpose of any logistics system is to satisfy customers.
The Marketing and Logistics Interface
Nevertheless it has taken a major recession to focus anizations' attention upon the customer more sharply than was often the case in the past.
Sentence Explanations
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。
2. By this is meant that increasingly the power of the 'brand' is diminishing as technologies peting products converge, thus making product differences difficult to perceive – at least to the average buyer.
Sentence Explanations
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. There are so peting models that in reality are substitutable as far as most would-be purchasers are concerned.
Sentence Explanations
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. Faced with a situation such as this the customer may be influenced by price or by ‘image’ perceptions but overriding these aspects may well be ‘availability’- in other words, is the product in stock, can I have it now?
Sentence Explanations
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?
1. What are included in marketing as the management of the '4P's'?
2. What is the central concern of logistics management?
3. Discuss the factors contributing more than anything el