Chapter 2 Customer Services The Marketing and Logistics Interface What s customer service 令 Service-driven Logistics System
The Marketing and Logistics Interface What Is Customer Service Service-driven Logistics System Chapter 2 Customer Services
2.1 The Marketing and Logistics Interface 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 4Ps is the important part in marketing management understand that logistics plays the important role in building and maintaining competitive edges describe the importance of managing the marketing and logistics interface on an integrated basis
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 maintaining competitive edges. describe the importance of managing the marketing and logistics interface on an integrated basis. 2.1 The Marketing and Logistics Interface
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 pi urpose of an logistics system is to satisfy customers
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
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。 1. Nevertheless it has taken a major recession to focus many organizations' attention upon the customer more sharply than was often the case in the past
1. Nevertheless it has taken a major recession to focus many organizations' 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
Sentence Explanations ※ 2. By this is meant that increasingly the power of the brand is diminishing g as technologies of competing 你 多 products converge, thus making product differences difficult to perceive at least to the average buyer
2. By this is meant that increasingly the power of the 'brand' is diminishing as technologies of competing products converge, thus making product differences difficult to perceive – at least to the average buyer. Sentence Explanations
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。 3. There are so many competing models that in reality are substitutable as far as most would-be purchasers are concerned
3. There are so many competing 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
Sentence Explanations 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?
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
Questions I. 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 else to the growing importance of customer service as a competitive weapon. 4. In your opinion, how to understand the importance of managing the marketing and logistics interface on an integrated basis
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 else to the growing importance of customer service as a competitive weapon. 4. In your opinion, how to understand the importance of managing the marketing and logistics interface on an integrated basis. Questions
2.2 What Is Customer service Key points: customer service; the components of customer service Difficult points: the components of customer service Requirements By the end of this lesson, you should be able to understand the role of customer service describe the components of customer service discuss the important role of logistic in customer services
2.2 What Is Customer Service Key points: customer service; the components of customer service Difficult points: the components of customer service Requirements： By the end of this lesson, you should be able to understand the role of customer service. describe the components of customer service. discuss the important role of logistic in customer services
What Is customer service The role of customer service is to provide ' time and place utility' in the transfer of goods and services between buyer and seller. Put another way, there is no value in the product or service until it is in the hands of the customer or consumer
The role of customer service is to provide 'time and place utility' in the transfer of goods and services between buyer and seller. Put another way, there is no value in the product or service until it is in the hands of the customer or consumer. What Is Customer Service