Lesson 2 putting the end customer first
Transcript of Lesson 2 putting the end customer first
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© Alan Harrison and Remko van Hoek 2008
Slide 2.1
Logistics with focus on the customer
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© Alan Harrison and Remko van Hoek 2008
Slide 2.2
Today
• Discuss marketing shortly• Marketing strategy into logistics strategy• Discuss a model for prioritize logistics strategy• Order winners, order qualifiers and less important
factors• Analyse the logistic service
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© Alan Harrison and Remko van Hoek 2008
Slide 2.3
Marketing
• It is what marketing is all about…..
Marketing is the philosophy that integrates the disparate activities and functions that take place within a network. Satisfied (end) customers are seen as the only source of profit, growth and security.
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© Alan Harrison and Remko van Hoek 2008
Slide 2.4
Types of customers
• BtB
• BtC
• Consumers
• Customers
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© Alan Harrison and Remko van Hoek 2008
Slide 2.5
Table 2.2 Comparison between consumer and industrial marketing
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Slide 2.6
The marketing in brief
• Potential market
• Segments – measurable, economically viable, accessible, actionable
• Target groups
• Positioning
• 4 p´s product, price, place and promotion
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Slide 2.7
The marketing in brief
• Place contains logistics
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Slide 2.8
Figure 2.3 Key drivers of customer loyaltySource: After Parasuraman and Grewal, 2000
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Slide 2.9
Order winners, order qualifiers and less important factors
• Order qualifiers act as approval factors.
• Order winners are the customers central criteria for choise
• Less important factors i.e. for some color of a car or the leasing opportunity for finance
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Slide 2.10
Figure 2.4 Customer relationship management: bow-tie and diamondSource: After Payne et al., 1995
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Slide 2.11
Table 2.6 Selected service level measurementsSource: After Rafele, 2004
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Slide 2.12
Table 2.6 Selected service level measurements (Continued)Source: After Rafele, 2004
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Slide 2.13
Figure 2.6 Creating logistics advantage: a four-step processSource: Harrison et al., 2007
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Slide 2.14
Figure 2.7 Customer segmentation using order winners
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Slide 2.15
Figure 2.9 Strategy drivers and their implications for logistics strategy
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Slide 2.16
Figure 2.10 Strategy drivers and their implications for segmentationSource: Harrison et al., 2007
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Slide 2.17
Figure 2.11 The four-phase plan for supplier improvement
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Slide 2.18
Figure 2.12 Restructuring the supplier base